From Sramana mitra
Following up on the Top 10 Tech Trends Of The Decade and drilling down on trend item five, in this post we’re going to look at the evolution of online advertising and what we might expect to see in the coming decade. At present, the online advertising industry is at $55 billion, and mobile advertising is at $2 billion. With the rise of Asia, Africa, and Latin America, mobile advertising will gain momentum. Let’s take a closer look.
1. Paid Search Rules:
Google ruled the past decade with paid search advertising. There is still no better, more effective form of advertising on the Internet. Keywords are becoming expensive, but if you know what you are doing, you will still be able to find cost-effective ways of acquiring customers using PPC.
2. Organic Search Gains Momentum:
Increasingly though, marketers are starting to understand the importance of organic search. Almost 90% of the entire Web’s search traffic flows through organic search, yet the search marketing industry is generally obsessed with PPC. This decade, some sanity and rationalization will take the place of this weird dichotomy.
3. Display Advertising and Vertical Ad Networks:
The best trend I have spotted during the past decade is the rise of vertical ad networks like Glam Media, Federated, HotChalk, Travel Ad Network, and others that focus on specific verticals. This is pretty much the only way for advertisers to do brand advertising across the fragmented spectrum of blogs and other online hangouts for audiences, including social media. In the coming decade, vertical ad networks will get better at providing more value to advertisers through advanced technology for audit, measurement, analytics and optimization, as well as richer engagement capabilities like interactive and video ads.
4. Social Media Advertising:
Social networks, especially the big ones like Facebook, Twitter and LinkedIn, have a lot of information about individuals. They have not yet figured out ways to monetize this information and create a safe, non-intrusive, yet personalized framework through which advertisers can do high-precision targeting. This is definitely coming in the next few years.
5. In-Game Advertising:
Consumers are spending inordinate amounts of time online playing games. I foresee a significant uptick in in-game advertising this decade.
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