Guest Column: Technology giving new impetus to advertising

Advertising is a big advantage to businesses pursuing large audience. It has become an integral part of every small, medium and large organisation all over the world. The future of a brand largely depends upon its promotion. In the earlier days, when the products and services were limited, advertising was still an important medium to influence consumer’s behaviours and their choices. In today’s contemporary world, where we are introduced to numerous commodities each day, the markets have become extensively complex, and so advertising has become almost the sole medium of marketing for businesses to fulfill the requirements of the complex markets. 

Carving the best of advertising with the technology chisel 

As markets are altering, simultaneously, advertising is also evolving to match the flow. From drum-beaters to newspapers, radio to television and digital advertising on internet or mobiles, advertising has grown manifold. Technology is radically changing the advertising business. With more sophisticated technology, companies can customise their ads for specific audiences with access to consumer data available over the internet. Be it the launch of a smartphone, or the release of a TV serial or movie, gauging the success and failure of these events have become remarkably accurate and easy. 

Surprisingly, it is not only limited to large metropolitan cities now. In the small towns, semi-urban settlements and villages, advertising becomes ubiquitous. Advertising is continuously evolving and becoming more specific regarding the selection of platform, content, region, timeline, and consumers for campaigns. Accessibility of internet to the nook and corner, customised campaigns or development of advanced software to measure the performance of ad campaigns accurately; technology is playing a major role to fortify advertising. 

Recent advertising trends 

Mobile advertising is promising for years to come due to a continuous increase in mobile handsets in India. As per the latest survey, the smartphone user base in India has reached over 300 million. With the new entrants in the market and the easy and affordable internet access, the demand for smartphones is growing at a fast pace. It is giving impetus to mobile advertising as they connect directly to consumers. 

Another transformation in the market can be noticed with the introduction of Apps. As per the mobile-app analytics company, India is the world’s 4th largest mobile app economy. Indians downloaded over 6 billion apps in 2016, up from 3.5 billion in 2015. Adoption of Apps is rapidly growing and creating opportunities for advertisers and publishers to connect with end user with more specific and concrete ad campaign. 

Multi-language advertising – Gone are the days when the internet was extensively used by the individuals having knowledge of English. Now the internet has become multilingual, enabling local language content which is engaging more and more users. 

Automation and programmatic buying of media – It refers to the use of machines to buy ads. Unlike the traditional process that involves RFPs and manual orders, Programmatic buying includes the use of software to buy digital advertising. It is quick and offers cost effective, better-optimised campaigns and engage right audiences at the right place and time. Programmatic buying is an intelligent way to design more sophisticated and targeted campaigns to connect with the consumers efficiently. 

Native advertising – It is paid advertising which is harmonious or symmetrical to the platform upon which it appears. Native ads mingle into the surroundings on platforms like Facebook, Twitter, LinkedIn, YouTube, blogs and any other platform where people arrive to grab information. More accurately, the word “native” refers to this coherence of the content with the other media that appears on the platform. 

Online Video ads –Video ads are more appealing and catch the attention easily in comparison to other digital ads. It is rapidly gaining momentum. 

It is evident that the evolution of advertising is unstoppable. As soon as any technological advancement happens, advertising moulds itself to fit well into the scenario. It is necessary to change with the flow if one has to survive. As per the WPP-owned media agency, ad spends in India is expected to grow by 10 per cent to reach Rs 61,204 crore in 2017 and if we particularly talk about Digital media, then it will continue to be the fastest growing medium, with 30 per cent growth in ad spends. Hence, the future is fabulous, and advertising will rock as ever. 

(Ashish Bahukhandi is Chief Executive Officer of Apps Discover Technologies. Apps Discover is a premium digital ad network marketing company that offers the most preferred online affiliate programs and affiliate marketing products for advertisers and also help them track mobile ad campaigns with ease.)

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