A popular track at this year’s Digital BrainFest explored trends and evolution in digital advertising.
The bottom line: digital advertising is evolving and changing as rapidly as the underlying technologies. The struggle for all the stakeholders in this space is to solve the strategic, process and organizational challenges associated with such rapid change.
How Digital Advertising Is Evolving: BrainFest 2013 Insights
Growth of Native Ads
A big shift we’re seeing is a marked subtlety in the difference between online advertising and editorial content with the advent of native ads. The days of rotating ads on website are gone as marketers have successfully been able to work in this new medium, as Peyton Marcus highlights in this video interview. Watch it out now:
Developing Online Gross Rating Points (GRPs)
Bridging the gap between dollars spent on mobile/digital platforms and traditional television is among the biggest challenges in digital advertising. When it comes to measurement, it’s all about speaking the same language across channels.
Larger companies are trying to figure out gross rating points (GRPs) for mobile, and dominant industry players will ultimately make big decisions to that define the space, as the digital fronts will demonstrate. Watch the video below for more:
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