It is estimated that advertisers will spend $225 billion dollars in digital advertising in 2020. And as spending increases, so will the complexity of the strategies.
As privacy concerns rise, we will see greater use of contextual ads meant to align with the content of the webpage visited rather than an ad targeting a specific person.
This year, expect to see the rise of personalized ads tailored to consumer interests in lieu of ads that appeal to the masses. This is fueled by new research showing the increase in consumer annoyance at broad and unappealing ads that regularly crowd their screens.
– Chad Tucker, Bascom Communications & Consulting