What does the future hold for digital advertising in 2021?

Today, everything is shifting towards digital and 2020 became the year of the digital economy revolution as the world grappled with the pandemic. No wonder the pandemic brought innovation opportunities in many ways. Digital advertising emerges as one of the effective mediums to reach out to people throughout the crisis. As digital technologies will continue to play a leading role in economic growth, digital advertising will evolve exponentially. The digital advertising market is forecast to top US$237.5 billion in 2023, up from US$169.7 billion in 2020.

As digital advertising has already surpassed print media and is reaching the same level as television in the coming years, here are the top digital advertising trends to watch out for in 2021 and beyond.

PPC Advertising Continues to Rising

Understanding the target audience and their buying process has always been indispensable for modern businesses. They understand the importance of being in the right place at the right time with the right message. PPC advertising plays a crucial role as a powerful tool for digital advertising. It enables companies to appear on the search results. In 2021 and beyond, PPC advertising will witness an upward graph as marketers will keep asking themselves questions like what is their audience searching for? What attracts them? and more, to determine a PPC strategy that better targets valuable customers.

Increased Voice Search

We all these days are used to SIRI, Alexa and Google Assistant, among other digital assistants as they help us in easing our routine tasks like reading the newspaper, scheduling meetings, calling the phone, etc. These digital innovations utilize voice-activated technology that is becoming better with time. People even are searching on the internet more by voice, thereby making voice search a vital trend for digital advertising. Voice search suggests answers based on top-ranking pages from SERPs (Search Engine Results Pages).

Video Marketing

The development of video streaming apps and the livestream boom on mobile phones are making video marketing an effective medium for advertisers. A majority of businesses believe video marketing and content have a significant impact on improving their conversion rate. With the arrival of Facebook, Twitter and Instagram, video marketing has become a lot easier for marketers. It is predicted that expenditure on digital video ads will top US$12.66 billion by 2024.

More Personalized Advertising

According to McKinsey, 15 percent of CMOs think they have poor personalization, while 94 percent of companies agree that this aspect is vital to success. Personalization promises to deliver substantial marketing success. In digital advertising, it can play a considerable role through dynamic content optimization and can help marketers to tailor content at the individual level. It can bring the versatility and hyper optimization of dynamic advertising to a company's website. Brands like Netflix, Amazon, and others are already delivering personalized content to their users.

Rise of Programmatic Advertising

Programmatic advertising promises an exciting time for online marketing. Leveraging artificial intelligence, this advertising model can automatically buy ad spaces based upon targeting criteria. As businesses of all sizes demonstrate an increasing appetite for targeting and data-driven strategies, programmatic advertising will see an immense rise. According to the 2020 IAB report, 21 percent of brands have shifted programmatic buying in-house, while 48 percent have partly brought this work in-house.