Malick Ba

Advertising in 2018

January 2, 2018

It’s hard to believe that we’re in 2018 already. It’s safe to say that 2017 was a huge year for advertising. With more progress in the digital space, advancement of technology, and tons of progressive advertising, we’ve seen things that we’ve never really seen (or done) before. What I find interesting is that it’s easy to look back on the year we’ve had, but difficult to really see how 2018 could continue to keep the ball rolling on the evolution of marketing and advertising. So, rather than looking back, let’s look forward on two big trends that I’m predicting to advance branding and advertising in 2018. Let’s dive right in.

Augmented Reality

AR technology is something that should make a massive splash this year. We’ve gotten tastes of it in recent years with the explosion of Pokemon Go and the Snapchat hot-dog, but I’m still waiting for brands to really take advantage of it in 2018. We’ve seen hints of brilliance from brands like Ikea who have really ventured into how brands can leverage this technology in a way that just makes sense for them. Check out how it works below:

While it is hard for more traditional brands to really dive into such an unknown media because it’s so hard to predict a positive ROI but I really feel like this will be the year of AR. I truly believe that brands who act now and take advantage of this innovative advancement in technology will be the one’s people engage with the most this year.  Can you not see this working well for larger retailers?

 The Death of Banner Ads

Advertising on the internet has changed more in the last 5 years than ever. Would I say that it’s because of breakthrough messaging or engaging creative? Probably not. I’d say that adblocker is probably the biggest reason. A lot of us use adblocker to phase out annoying banner ads or pop-ups that we definitely don’t want to engage with – which is totally fair. Will banner ads or pop-ups be relevant in 3 years? Hopefully not – they aren’t engaging at all. Brands will say that adblocker is damaging sales, or wasting their annual budget, but I think that this is a consumer’s way of saying: “hey, these ads suck, if you’re going to show me something, show me something in a way that’s exciting for me”. This ultimately forces brands to explore other unique ways of targeting consumers on the internet. This is a creative agency’s dream – getting rid of stale, boring, generic ads and challenging their clients to push forward with something new…something different.

So there you have it, two of the big changes I see happening for advertising in 2018. I think the future of digital advertisements are going to challenge brands to accept that change is happening. It’ll be the smart ones to implement key changes and adapt to how technology is advancing.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

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