What are the latest trends and technologies to improve your display ads?

The new trend in all biddable digital media is campaign setup governance. Advertisers start to realize that all media decisions are made in the process of setting up campaigns. Today virtually all digital media is bought via biddable platforms like Meta/Google/TTD/Amazon and buying media essentially means manual campaign setup in the platforms. The new trend is to monitor campaign setup and give advertisers full transparency on what/where/who they buy their media. This way advertisers can benchmark their setup with a desired campaign setup and learn if brand safety setting are in place, a desired frequency caps or targeting and actually in their campaign etc. Advanced top advertisers already pioneered campaign setup governance.

Certainly! In 2024, flexible displays and quantum dots are driving innovation in display ads, while immersive displays and digital signage enhance visual experiences for audiences¹.

Dynamic Creative Optimization leverages data insights and artificial intelligence to tailor ads in real-time, ensuring that the right message reaches the right audience at the optimal moment. DCO algorithms analyze user behavior, demographics, and contextual factors to automatically adjust creative elements like images, messaging, and calls-to-action within ads. This personalization enhances user engagement by delivering highly relevant and compelling content, potentially increasing conversion rates and ROI.

Interactive experiences take center stage: quizzes, polls, games - anything to grab attention & keep users engaged. Dynamic creative optimization becomes my secret weapon, tailoring messages based on individual preferences, making every impression count. AI & machine learning power predictive targeting, reaching the right people at the right time with relevant messages. But tech isn't everything! Emotional storytelling is key, tapping into audiences' desires & aspirations. Remember, creativity is king: captivating visuals, clever copy, and a touch of surprise make ads unforgettable. By embracing innovation & staying human-centric, my display ads become more than just ads - they become immersive experiences that connect & convert.

Responsive display ads automatically adjust their size, appearance, and format to fit available ad spaces across different devices and screen sizes. By uploading a range of assets (text, images, logos, and videos), advertisers can ensure their ads maintain visual appeal and message clarity across various platforms, from desktop browsers to mobile apps. This flexibility not only improves ad performance but also streamlines the ad creation process, making it easier for brands to maintain a consistent presence across the digital landscape.

360-Degree Video Ads provide a panoramic view of a scene, allowing users to interact with the content by changing their viewpoint. This format is excellent for showcasing locations or products in a more dynamic and exploratory way than static images or traditional video. Interactive video ads incorporate clickable areas or hotspots that trigger certain actions, such as playing a video, opening a web page, or displaying product information. This interactivity transforms passive viewing into an active exploration, enhancing user engagement.

Interactive ads invite users to engage directly with the content through actions like swiping, clicking, or watching a video. This interactivity can significantly enhance user engagement and brand recall. Immersive ad formats, such as augmented reality (AR) and virtual reality (VR), take this a step further by offering unique and memorable brand experiences. For example, an AR ad might allow users to visualize how a piece of furniture would look in their room, thereby making the ad experience both useful and engaging.

AI and machine learning are revolutionizing display advertising by enabling more efficient and effective ad targeting, optimization, and personalization. These technologies can predict user behavior, automate bid management, and optimize campaigns in real-time, leading to better performance and lower acquisition costs. AI can also uncover insights from large data sets, identifying trends and patterns that humans might miss, to inform creative strategies and targeting approaches.

In response to increasing concerns about user privacy and data protection, the advertising industry is shifting towards more transparent and ethical data practices. This trend is driven by regulations like the GDPR and the California Consumer Privacy Act (CCPA), as well as user demands for greater control over their personal information. Advertisers must prioritize consent-based marketing, invest in privacy-compliant data management solutions, and communicate transparently with users about how their data is used.

Understand how data privacy regulations affect the extent to which your dynamic creative optimisation and personalisation works. If you haven't already implemented tools such as Conversions API and enhanced conversion tracking to improve data accuracy, you need to invest resources in doing so early in 2024, before Chrome rolls out third-party cookie blocking by default.

The digital landscape's fast-paced nature necessitates continuous testing and experimentation to discover what resonates best with audiences. A/B testing, multivariate testing, and other experimentation methods can help advertisers refine their creative strategies, uncovering insights that drive higher engagement and conversions. By adopting a culture of experimentation, brands can stay agile, adapting their creative approaches to meet evolving consumer preferences and technological advancements.

User Experience (UX): Ensuring a seamless and intuitive interaction is crucial. Ads should be easy to navigate and not require excessive loading times, which can deter engagement. Data Privacy: With the increasing use of data for personalisation, it's essential to adhere to privacy regulations and ensure transparent communication with users about how their data is used. Cross-Platform Compatibility: Interactive and immersive ads should be designed to work across various devices and platforms, considering the differences in screen sizes, operating systems, and technical capabilities.