According to the AKAR association, according to the results of the first half of 2018, the volume of the online advertising market surpassed the volume of TV advertising for the first time. A start has been made, this trend will continue to operate next year. A whole generation is growing up that does not watch television in our usual understanding of it. Therefore, advertisers are increasingly paying attention to OLV: either they are already shifting budgets from TV in favor of Internet channels, or they are starting to think about it.
In contextual advertising systems, there is an increasing emphasis on point targeting instead of a set of keywords. We will see this next year as well.
Targeting tools will be improved, the accuracy and quality of advertising campaign management will be increased using automatic tools… Inspired by the number of new opportunities that are emerging for advertisers in terms of managing ad campaigns: smart bid strategies, smart campaigns, and more.
Work is underway on personalization of offers for the user: stencils, opportunities for testing various components of ads. There is already and will continue to increase the variability in ads: third headline, second description, video add-on, etc.
In 2018, contextual advertising systems updated their interfaces. Google has completely switched to the new one, Yandex still allows you to work both in the old and in the new version. But, most likely, only a new interface will remain.
Globally, mobile traffic will continue to grow, internet activity from tablets will continue to decline, and users who use personal computers to access the internet will stagnate or decline.
This year’s trends – data visualization, online and offline data integration, Big Data – will continue next year.
We are waiting for possible changes due to development of voice search… It is interesting how quickly the story of Yandex’s product for placing outdoor advertising on billboards will continue.
In 2018, the GDRP regulation on the protection of personal data entered into force in the European Union, in connection with which the work of some tools was limited. To avoid complexity, Russian companies have also started to adhere to these principles.
We predict that next year the digital market will continue to grow as one of the drivers of the advertising market. All the prerequisites for this exist.