For marketers, there’s no question that digital advertising is constantly evolving. However, with the prevalence of ad-free subscription services and more sophisticated ad-blocking technologies, the ability to reach customers through established digital advertising channels is narrowing. Fortunately, emerging technologies are providing a vast array of new opportunities for learning about and influencing your audiences.
Related Content: The Future of Digital Advertising ebook
From voice-assisted devices like Amazon Alexa, which will essentially do your grocery shopping for you, to smartwatches that remind you when you need to get your heart rate pumping, consumers are relying more and more on internet-connected devices.
These technologies offer convenience, automation, and intelligence. But our collective reliance on these devices also provides an added advantage to us as marketers—we now have access to a wealth of consumer interests and behavioral data that is constantly being collected, aggregated, and analyzed. And beyond the data, these technologies also provide new advertising channels to explore.
So, which hot, growing technologies should you know about? And how can you use those channels to reach your customers?
Technologies offer convenience, automation, and intelligence. But our collective reliance on these devices also provides an added advantage to us as marketers—we now have access to a wealth of consumer interests and behavioral data.
In our new ebook, The Future of Digital Advertising, we identify and explore several emerging technologies currently disrupting the market, and outline how you can harness them to develop exciting new advertising strategies that boost sales and delight customers.
1. The Internet of Things (IoT)
The IoT refers to the billions of devices around the world that are now connected to the Internet, collecting and sharing data. Many IoT devices are made for consumer use, such as smart home electronics, connected vehicles, wearable technology, and remote-monitoring home appliances.
KEY STAT: A 2017 Gartner, Inc. report forecasts that there will be more than 20 billion connected IoT devices by 2020.
2. Connected TV
A connected TV is any television that connects to the Internet. This can be directly with a smart TV, or through over-the-top (OTT) devices that connect to a TV and enable internet use, such as the Amazon Fire Stick, Roku, PlayStation, etc.
Connected TV allows users to stream content, such as movies, music, and social media, from sources like Hulu, Netflix, and YouTube. And the cord-cutting trend is expected to continue, so connected TVs and those services are only going to become more popular.
KEY STAT: According to a 2017 eMarketer study, 168 million users owned a connected TV, and this number is expected to rise to 194 million users in 2021.
3. Voice-assisted devices
Augmented reality and virtual reality applications, while still in their infancy, may someday be as ingrained in our everyday lives as the smartwatch.
Whether you call them voice searches or digital assistants, voice-assisted devices are certainly here to stay. Since introducing voice-enabled search in 2002, Google has integrated it in Google Search, Google Chrome, Android smartphones and tablets, and Google Home smart speakers.
KEY STAT: More than 39 million Americans own some sort of smart speaker device, according to a 2017 eMarketer report on connected TV in the U.S.
4. Digital audio
Audio is also an emerging trend in the digital media space. Although it has been around for years, digital audio advertising is taking off with digitally streamed radio broadcasts, music streaming services, and podcasts.
KEY STAT: The number of listeners and total hours spent consuming audio content continue to rise, with the average listener streaming four hours and 15 minutes of content each day, according to The Smart Audio Report by National Public Media.
What’s next in advertising of the future?
The tremendous technological advancements and the growth of new channels and platforms brings exciting new opportunities for advertisers. And there’s more on the horizon.
Download your copy of The Future of Digital Advertising ebook
Augmented reality and virtual reality applications, while still in their infancy, may someday be as ingrained in our everyday lives as the smartwatch. Another new development—connected cars—provides us with an all-new data set of real-world consumer behaviors to target, as well as a new channel for advertising beyond traditional radio ads.
As programmatic buying becomes the norm and marketers adopt new technologies, platforms, and channels, we’re getting closer and closer to a true, automated, one-to-one advertising experience—and that will bring whole new meaning to DEG’s focus to “market to the moment.”
Download a copy of our free ebook today to learn everything you need to know to keep up with the future of digital advertising.