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“Ad Brief:” What Are the Futures of Ad Platforms?

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Every advertising and marketing firm tries to make an educated prediction or forecast about what the future of advertising will look like. Even in an industry trying to predict the future, there are known unknowns and unknown unknowns. However, it is possible to discuss and make every attempt to forecast the future if you take into consideration all the variables and changes. The reason why? Because advertising’s future has already started and has been evolving with us.

The majority of the trends that will rule digital advertising in the upcoming ten years have already begun. Predicting which of these changes will have the biggest influence on the market is difficult. So, we consulted industry professionals to find out what they think will affect ad platforms the most in the future.

Akaash Ramakrishnan from AdSkate sees that advertisers and ad agencies will continue to prioritize interested audiences. To do so accurately, advertisers will be carefully watching what audiences consume and on what platforms. For both now and in the future, it will be critical to pay attention to both of these, as placing out-of-touch ads on an ever-increasing niche of channels and platforms will limit your engagement to the point of wastefulness.

Sasha Campbell from Simply Digital Marketing Group, meanwhile, says advertisers should not prioritize every ad platform for every client. Differentiate your strategy to build a specific sales funnel on all relevant platforms so the brand can be seen by clients no matter where they go. Advertisers would do well to remember that digital marketing is extremely complicated. There isn’t a pre-set audience on social media for you to instantly target. The future of ad platforms starts with advertisers looking at the data and knowing which steps of the sales funnel their clients are engaging with. Then, combine those effective sales funnel steps to make a new and even more effective sales funnel. And make sure to keep those consumers for as long as possible by making them happy with the final product. A effective sales funnel means nothing for growth if you’re losing as many consumers as you’re gaining.

For Eric Meth from Surfside, you need to stay nimble. Run your campaigns with a blend of standard, native, and high-impact advertising to stay accessible in the marketplaces. By staying accessible, you can shift to where the audiences are found. This allows you to identify compliant audiences, serve compliant ads, and perform attribution on the back end across multiple platforms. Thus, the future of the ad platform isn’t based in any one particular ad or strategy but in staying flexible and paying attention to every platform for maximum results.

Focusing on social media platforms specifically, Taylor Gaines from Social Gaines sees social media as the center of modern marketing due to how far it spreads across traditional marketing activations, customer service, and sales. It also works with marketing technology stacks, automations, and operations. Because social media finds itself in potentially every vein of marketing, it stands strong as one of the most important and diverse ad platforms of the future. However, Gaines explains, brands need to have point of view and have a dialogue with the costumer, both through direct messaging and published content. Stay authentic with your messaging, be honest, and choose an ad platform where you can have that valuable dialogue with the targeted clients.

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