Digital has made significant advances over the last few years, but could 2019 be the year that tools like chatbots and digital out of home go truly mainstream? Let’s find out.
- Connected TV
Although connected TV advertising is still a small portion of overall video ad spending, it’s poised for growth as digital streaming via connected TVs becomes more popular. In theory, combining the compelling medium of TV adverts with the automated, intelligent targeting of online ads has huge potential. There will be challenges, including fragmentation among platforms and a lack of standardisation in data gathering, but it’s definitely one to watch.
2. Digital out of home
Figures predict the global DOOH market to grow over 10% year on year to 2023. Supported by technologies like touch screen, facial recognition, near-field communication (NFC), geofencing and GPS, brands have the opportunity to create more dynamic, targeted and engaging campaigns using data from both the online and physical worlds.
We’ve been talking about chatbots for years, but advances in natural language processing and deep learning has resulted in next-gen models becoming increasingly effective in dealing with real-world situations like customer service, sales or even content generation. By 2022, it’s estimated that chatbots will save businesses over $8 billion per year.
4. Artificial Intelligence
AI has incredible value to marketers, allowing them to predict behaviours of customers based on data, and allocate resources accordingly. There’s certainly been much hype around AI and machine learning tools, but figures suggest that they’re increasingly being used in practice too. Recent figures found that 70% of marketing decision-makers are either already implementing AI-powered technologies or have concrete plans to do so.
5. And finally… voice search optimisation
According to Comscore, 50% of all search queries will be voice-based by 2020. Thus, brands would be wise to optimise their content for the voice technologies of the major smart speaker players, Amazon and Google –including using more natural language, as voice queries tend to be longer and more conversational. In 2017, voice-based commerce was $1.8bn in the US, set to rise to a whopping $40 bn by 2022. That’s some growth…
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