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We’re over half way through 2018 and the digital advertising landscape has been changing non-stop over the last 6 months. We’ve seen massive changes in the brand-consumer relationship after recent GDPR legislation came into play. Brands are moving more cautiously than ever and the internet and social media have turned traditional advertising on its head.

People are becoming less and less tolerant of adverts, in particular more obvious, in-your-face adverts like those shown in-between TV shows. found that 71% of US internet users find ads more intrusive than they were three years ago. Social media channels like Instagram are also enhancing what’s possible to do within their feeds. For example, the that allows you to instantly buy that must-have item you’ve just seen in your feed. This is further driving the move away from traditional advertising methods and making them more redundant than ever.

So, with the growing popularity of streaming services and the increasing capabilities of social media platforms, where do advertisers fit in? We’re here to fill you in on three of the biggest advertising trends right now and how to incorporate them into your projects.

Integrated advertising

The World Cup excluded, can you remember the last time you sat down and watched “live” TV? It’s incredible to think, but you don’t even need to have an aerial installed in your house anymore to watch TV. Take Nic in our IT team – he relies solely on the internet for all his TV needs, and when you think about it, maybe he’s onto something.

Streaming services like Netflix encourage a ‘binge-watch’ culture, and offer a viewing experience that’s seemingly ad-free. Meanwhile other online channels like YouTube give viewers the chance to skip adverts after a few seconds. It’s so impactful on the user experience that 90% of consumers will hover their finger impatiently over the ‘Skip Ad’ button as it counts down”.

So what does this adverse attitude towards adverts mean for marketers?

To put it simply, advertising needs to be a little more cleverly thought out. It needs to be subtle, yet still under your audience’s nose. Product placements are a great example of how advertising has adapted to try and meet the changing requirements of audiences. For anyone as obsessed as me with Netflix Original ‘Stranger Things’, you’ll have noted the brilliant placement of as Eleven’s favourite food.

The key here is not to go too far and enter overkill territory. ABC and Netflix were heavily criticised in 2017 for ‘clunky product placement’ in an episode of series ‘Designated Survivor’. The episode saw that people mistakenly thought the show had cut to an ad break! Less really is more sometimes.

Omni-channel marketing

This is most relevant to the retail industry, but omni-channel marketing is a trend that’s spreading across a range of industries. “62% of companies have, or plan to have, an omni-channel marketing strategy”. On top this, 70% also said that “omni-channel strategies are important, very important or critical to their success”.

The customer journey is ; customers don’t just pop into your shop on the high-street and see what you’ve got. The chances are, if someone’s coming to your shop they’ve  interacted with your brand elsewhere beforehand.

Shopping has grown into a journey in which customers interact with a business in loads of different ways. I know I don’t just head to one website anymore when I’m thinking of buying things. I’ll check out a few sites offering similar products, look for any discount codes and then decide what to buy. The key is that your customers encounter a seamless experience at every stage of the buying journey, and beyond!

Imagine you’re watching TV and you see an advert for free delivery if you spend £30 on your next order with a brand. You head to their website, pick some of your favourites and add them to your basket. Only to find, you’ve checked out and there’s no sign of this ‘free delivery’ offer. Omni-channel marketing aims to give customers a seamless experience no matter where, or how, they encounter your brand.

Omni-channel takes into consideration not only the places where customers might engage with your brand, but also the devices they might use along the way. Something as simple as making sure your website is optimised for desktop and mobile could help deliver this streamlined experience.

Brand over product

If your target audience involves Millennials and Gen Z, pay close attention to this one!

I’ve spoken before about the changing demands of audiences who are now looking for something more from the brands they choose. They’re looking for a connection, for something that resonates with their own views, values and beliefs. It’s not just about selling a superior product anymore, but instead you need to demonstrate that there’s a brand behind the product to invest in and get to know.

Ultimately it comes down : “if you want your audience to choose you over your competitors, you need to give them a reason to”. I’ve talked a lot about authenticity and emotional appeal as key advertising trends over last few months, and they tie well into this. This trend is about providing value-driven content on digital channels to build up a story that people can relate to.

We talk in-depth about tailoring your content to engage Gen Z in this blog post >

Here are some great examples of brands who are developing the authenticity of their digital content:

Nike – ‘Unlimited Courage’ campaign

Diesel – Keep the world flawed (a personal favourite of mine)

Talk Talk – This stuff matters

Check out these blogs for more insight into the most effective advertising methods today:    

An emotional approach to advertising 

Advertising through the ages – Minority groups 

Social media advertising: the effects of social media on the advertising world