Display to surpass search advertising in 2015

online_advertising_toieMarketer estimates that this year, US spending on digital display ads will grow faster than any other format as companies in the digital display advertising ecosystem seek to further prove display a compelling storytelling medium for brands.

Investments will hit $21.18 billion to claim 44.0% of all digital advertising—the second-largest share. Display will surpass search in 2015 to claim the largest portion of the digital ad spending pie.

A new eMarketer report, “The State of Digital Display 2014: An Industry Readying Itself for Brand Advertisers,” explores how four main digital display advertising trends will both manifest and intersect in 2014.

Marketers will look beyond behavioral web data to better understand their customers and reach those customers across devices. Location-based and TV data have existed before, but this year, marketers will make a concerted effort to leverage this information for greater insight into consumer behaviors and apply that data to improve ad experiences across devices.

The focus will continue to shift from standard display ad units to more dynamic, engaging ad units. Banners won’t cut it anymore, and brands will look to native advertising and richer content ads, such as the IAB Rising Stars, to draw in consumers.

Programmatic direct will emerge as a primary vehicle to pair those richer ad units with consumer data. Brands will get smarter about using programmatic direct not just to automate the procurement of premium ads, but to bring that inventory to life among a more captive audience.

The viewable impression standard will finally become just that—a standard. With the Media Rating Council expected to lift the advisory on viewable impressions in March, many expect the viewable CPM—a metric finally more in line with broadcast measures—to emerge as a new display pricing model.



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