The new year is all about connectivity, and those who embrace it will thrive in the increasingly more digital world. Here are some opportunities I think will be leading the way in 2019.
Connected TV Will Continue Its Rise
Connected TV (CTV) found its momentum in 2018 with viewership steadily increasing and projected to reach 190 million users in 2019 while traditional cable continues to decline. According to Extreme Reach, the growth of CTV doubled in 2018 versus the previous year. And, it overtook mobile, which accounted for 30 percent of video ad impressions. CTV enables televisions to connect to the Internet, opening up a world of content not before available through traditional TV viewing. This translates into unparalleled reach and better targeting for marketers.
Instagram TV Will Take On YouTube
In 2018 Instagram set out to disrupt the video market by launching its own YouTube competitor called Instagram TV (IGTV). In the past, Instagram stories were only viewable for 24 hours, and videos could only be one minute. With IGTV, this is no longer the case, and marketers and Instagram users are taking notice. Marketers are seeing the potential IGTV brings to engage with prospects in a meaningful and highly targeted way. Video content is still a powerful tool in 2019.
Artificial Intelligence Will Become More Pervasive
Marketers can’t beat the enhanced analytics AI provides, so it’s no wonder more and more marketers are using AI to plan and execute their campaigns. According to Salesforce, 51 percent of marketing leaders are already using AI in some form, and more than a quarter will begin using AI technology in 2019. With increased usage, we can expect to see improvements in this technology over time. Chatbots are a great example. Powered by AI automation, bots are reshaping the way customers interact with brands and shape the customer experience by answering queries and providing online assistance.
Augmented Reality Advertising Will Get Real
One of the most prevalent obstacles of online shopping is customers can’t personally engage with the product by touching it, trying it on, etc. Augmented reality (AR) technology solves this problem. Furniture brands like IKEA use AR so online shoppers can visualize what the furniture will look like in their homes, and makeup chains such as Sephora enable online shoppers to test products on themselves using an uploaded selfie. Consumers are opting to buy online now more than ever, so AR is going to become increasingly more important and more sophisticated.
Voice Advertising Will Enhance Customization
Currently, millions of people use voice devices to ask for information, make a phone call, text, or easily place orders — and advertisers are starting to take notice. According to Com Score, an estimated 50 percent of all searches will be conducted through voice by 2020. You can see the opportunity this technology provides to develop creative voice campaigns that use jingles or recognizable influencer voices targeted to your prospects. And, unlike text queries, which tend to be short, voice-activated searches provide marketers with greater context to more effectively tailor the message to the target audience’s needs and preferences.
Be On The Look Out For Visual Searches
This technology is just beginning to take off. A visual search enables a consumer to take a photo of a desired product with their smartphone and then locate the item (or one similar to it) in a store. Home Depot and Urban Outfitters are just two examples of brands using this technology. And, platforms like Pinterest, Bing and Google have rolled out search functions that enable users to locate items inspired by objects in the real world.
I am excited by these technologies and the possibilities they offer marketers in 2019. Don’t be afraid to try something new and take full advantage of all of the new ways we have to reach prospects. Happy New Year!