New year, new trends! At Atheneum Collective, we’re always learning and crowdsourcing knowledge to keep you up to date on what’s hot in the industry. Advertising and marketing is an ever-changing world, so after sifting through articles by some of the industry’s best and brightest, we’ve narrowed it down to three top trends to follow in 2020.
John Rich, Vice President, of FutureX Labs John Rich predicts that this will be a breakout year for virtual reality. He sees VR as being more affordable and including immersive mobile experiences (MediaPost, 2019). Major companies like Ikea and Amazon are already utilizing this marketing tactic, allowing consumers to virtually place furniture in their current space to see how it will look in their home before purchasing. For a deep dive into the virtual world, keep an eye out for our Fundamentals of AR/VR for Brands course launching this year!
Atheneum Collective expert Paul Santello theorizes that the way marketers collect data will evolve in order to reach “the unreachables,” those who are giving more of their media consumption time to non-ad supported streaming services like Apple TV, Disney +, HBO Max, and Peacock. How can they be reached? Marketers looking to create opportunistic moments that consumers will pay attention to. With attention spans low and continued media fragmentation, marketers need to create moments that don’t fit into conventional advertising tactics. According to a Forbes article, a study in a survey of 1000 people, 90% of them said they found personalization appealing. Helen Lin, CDO of Publics media says, “as advertisers now understand why which audiences perform, they can create their own custom algorithms based on first-party data, allowing them to take control back from DSPs, thus putting the power to score and bid for audiences back in advertiser’s hands” (MediaPost, 2019).
Video content will continue to be a driving force in advertising, forecasters say. With applications like Instagram, Tik Tok, YouTube, and Facebook being reigning forces, consumers crave visual connection with brands. Live videos (i.e. Instagram and Facebook Live) keep viewers watching three times longer than pre-recorded ones (Forbes, 2019). Visual forward platforms will continue to thrive and experts see marketers taking advantage of dynamic branded imagery, like the use of custom augmented reality filters on platforms like Instagram and Snapchat, for their content (Search Engine Journal, 2019).
Trend forecasts inform how we all move through the industry. And for us, keeping up with these trends provides a roadmap of how we approach course creation. What 2020 trend do you want to learn more about? Drop us a note at firstname.lastname@example.org.