Today’s consumers are spending more time than ever on personal devices and are invested in their voice assistants, which have quickly become an integral part of our everyday lives. “The voice technology category is evolving rapidly and will affect the digital marketing landscape in a similar way that mobile devices and smartphones did a decade ago—except maybe faster and more pervasively,” said Raquel Rosenthal, CEO of Diligant.
While voice technology is forecast to have a breakout year in 2019, it is just one of ten key trends Rosenthal identified:
- Prepare to embrace Voice Marketing as a new channel: Over 56 million smart speakers were shipped in 2018.
- Programmatic TV is seriously on the rise: eMarketer predicts U.S. advertisers will buy $3.8 billion in programmatic TV ads in 2019.
- Advertisers get serious about audio advertising: US people devote an average of 3.6 hours to their mobile device very day and 52 minutes of that is audio.
- Shoppable ads are taking off: Snapchatters are 20% more likely to make purchases on a mobile device after engaging with an ad.
- Digital Out of Home (DOOH) goes programmatic: 48% of consumers are more willing to click on a banner after being exposed to an DOOH ad.
- Media Buyers are using Artificial Intelligence (AI) for media optimization: 4 in 10 advertisers are using AI for better audience segmentation and media spend optimization.
- Agencies are consolidating their media and DSP partners: Less platforms cuts down on the ad tech tax.
- Showing fees is a growing imperative for ad buyers: Agencies are pushing for more transparent relationships.
- CMOs want programmatic as a skill in-house: 78% of U.S. digital display ad dollars were bought programmatically in 2018, which is predicted to grow in 2019.
- More brands will be bringing their media in-house vs. 2018: 64% of people that took Forrester’s ‘In-House Agency Forum” survey said that they used in-house agencies in 2019.