Online advertising set for changes in 2013 by Kate Billinghurst
Online advertising has changed dramatically in recent years. The next 12 months looks set to be no different.
Which new tactics will you be using in 2013 to attract and engage consumers?
The last 12 months have been interesting ones in the world of online marketing, but 2013 looks set to see a host of changes coming into play.
Tablets had a great year in 2012, but many experts believe the proliferation of the devices will be greater in the next 12 months, which will have an impact on the digital landscape and online advertising.
Frost & Sullivan has predicted that online video advertising will grow by over 50 per cent in 2013, rising from its $86 million worth this year, to around $442 million by 2016.
The growth of tablets and internet-enabled smartphones is a key factor in the rise to prominence of this platform, as consumers are constantly connected and enjoy viewing videos during ad breaks on TV or on their daily commute, making it crucial for businesses to dedicate time and effort into the medium.
Social media advertising
Advertising through social media has been pretty hit and miss in recent times, with consumers preferring not to be interrupted by ads while checking up on what their friends and family have been up to.
However, this looks set to change in 2013, with Frost & Sullivan highlighting the results of a recent survey that indicated 60 per cent of Australian companies used Facebook to advertise their products in 2012. The firm believes this percentage will grow in the coming years as people become more comfortable with being sold to on social media sites.
Growth in mobile search
With a growing number of mobile devices now in use in the UK, it is perhaps unsurprising that analysts are predicting Google and Bing will continue to invest significant resources into improving mobile search functionality.
Searches for local products like restaurants and retail outlets are expected to become much more common, particularly from mobile devices.
Even social media sites such as Facebook and Twitter are making a move towards catering for local searches, with the former launching a local search feature on its mobile application and the microblogging site adding the ability for users to filter tweets for their local area.