The year 2012 was one in which many online publishers became
concerned about what appeared to be advertisers’ declining interests in
displaying ads on the same page as news stories and other web content
and even went so far as to declare that display advertising is no longer
a worthwhile means of advertising their products. However, many others
in the industry consider display advertising is far from dead and will
be on the rise in 2013 due to the many innovations that were developed
in 2012 in digital advertising that have included rich media and
real-time bidding which have enabled advertisers to make their
communications more interactive, personalized and timelier.
The
use of rich media, in particular, will play a pivotal role in the growth
of display advertising. With video and mobile applications becoming so
popular, advertisers will be compelled to create ads that are more
engaging and with which consumers will be able to interact across a
range of different platforms and screen types.
There will also be
an emphasis for advertisers to use display advertising to develop their
schemes for branding. Usually advertisers have used television to build
their brand and make big launches of new products but 2013 will be the
year in which online display ads become more important as consumers are
using tablets, smart phones and other means to access the Internet and
will be more exposed to display advertising on web sites rather than on
television.
The use of data will serve as an important factor in
2013 in determining what will be advertised online. Data has now come to
a point where it is essential that it be used by advertisers to better
determine the behavior of consumers and so deliver display advertising
that is more targeted with their needs and interests. This will result
in display advertisement that is also more intelligent and will be
better able to attract visitors to targeted web sites.
The primary
focus for display advertising for 2013 will be real time bidding. By
being able to buy display advertising on an impression by impression
basis in real time, advertisers will be able to improve the
effectiveness of their ads and increase their return on investment
tremendously. Real time bidding has previously only accounted for only
10 percent of display advertising and is expected to increase to 25
percent by the year 2015.
The upcoming year will be one is which
display advertising will become more measurable and effective and
provide numerous opportunities for advertisers.
