What’s the central takeaway from the newest study conducted by Theorem?
Digital advertising, explains the report summary shard with MAW, is rapidly transitioning from “standard ad formats” to “bespoke units” that engender so-called high-impact brand experiences designed to keep pace with always-evolving consumer demand and preferences.
The firm’s quarterly report, called DigitalPerspectives, is based on a survey of leading UK-based digital media agency executives.
“Using a blend of online and in-depth face to face interviews, Theorem’s Panel gave its insight into how online creative is evolving to keep audiences engaged and how this is manifesting itself across channels including video, mobile, and virtual reality,” Theorem admits.
The report addresses ad blocking, fraud, viewability, and programmatic as well-documented barriers to the growth of online advertising.
For starters, the report notes the “power of page placement.”
“In a world of scaled social platforms offering effective direct response campaigns, the focus on most premium publishers is now on driving deeper ‘engagement,’” the report summary notes. “Some 77 percent of the Panel ranks the Placement on Page as the Number One most important factor in gaining that engagement – demonstrating how important it is to have the commercial and the product teams working closely together.”
Personalization is also huge, the trends indicate. All told, the sheer number of campaigns utilizing dynamic creative is on pace to balloon “significantly” just within the next year. Panelists estimate that just over 40% percent of campaigns next year will use creative that “changes automatically based on information about the user – whether related to their behavior, location, or context.”
And there’s analysis of the current state of video, too. According to the data shared, more than half of all campaigns now feature at least some video element. And this figure is projected to jump to two thirds by the end of next year.
There’s much more to the report. You can read the complete findings and projections here.