B2C Digital Advertising Predictions for 2022

B2C Digital Advertising Predictions for 2022

A lot has changed in digital advertising in the past few decades—think audience targeting, video ads, and personalization. Advertisers have kept pace with each development in the industry. They’ve pivoted to video, harnessed data and experimentation, and perfected their targeting parameters. 

But advertisers haven’t mastered everything. They’ve been lagging when it comes to automation and machine learning, despite these technologies’ incredible potential.

Now, faced with rising consumer expectations and a volatile marketplace, advertisers are finally turning to automation and emerging technologies to grow and scale their businesses.

But as the MarTech arms race accelerates, B2C marketers will face a unique set of challenges. This post includes practical advice to prepare advertisers for the challenges they’re about to face in 2022.  

Create and deliver a higher-than-ever standard of customer experiences

Reaching and engaging audiences has become more challenging than it ever was in the past.

Attention spans have dwindled down to only eight seconds. Consumers feel fatigued with advertisers who constantly compete for their attention. Moreover, savvy customers are more skeptical, especially toward digital advertising platforms.

They are acutely aware of the targeting methods used to influence and even manipulate them.

How should advertisers respond?

Because people are becoming more selective with their consumption habits, advertisers need to attract their target audience’s attention by creating clear, consistent, and concise customer experiences.

When brands create experiences that tell a story—not only about how they solve customer problems, but also about making the world easy to navigate—short attention spans and skeptical consumer mentality don’t matter that much.

Look at what these D2C brands achieved during the last year.

  • Warby Parker went public.
  • Casper reported 45% year-over-year growth in 2021.
  • Allbirds expanded from footwear into the apparel category. 

All these brands conveyed compelling stories and backed them up with top-notch customer experiences—from the first ads they served to the landing pages, through the final point of sale on their website.

Platforms will become data gatekeepers in the face of chaotic regulation and industry battles

In 2022, increased regulation and data privacy protection will force advertisers to adapt to new strategies and adopt new technologies to maintain a competitive advantage.

Advertisers are out of time to prepare, and 2022 is their last chance. For small to midsized businesses, the fines from being out of compliance could be catastrophic.

Take Google going all-in on machine learning as an example. The company announced that they would be sunsetting their expanded text ads feature and making dynamic ads the platform’s primary search ad type. Google is betting on the power of its predictive data models to provide better results than human advertisers. This change will take effect in June 2022. 

Apple has already ruffled advertisers’ feathers this year with the launch of the App Tracking Transparency feature in iOS 14.5. 

How should advertisers respond?

The best way to stay competitive in a turbulent industry is to search for sustainable solutions to improve your return on ad spend. Google and Facebook reward relevant ad messaging with higher placement and lower costs, so improving your campaigns’ ad-to-page relevance can be a reliable way to earn a higher ROAS.

Relevant ad-to-page journeys also earn higher conversion rates. This strategy anticipates the direction Google and Facebook are trending toward. By focusing on relevance, you can maximize the impact of every ad dollar going forward. 

Video will begin to reach a standstill without proper personalization

Video continues to empower marketers’ ability to reach new audiences. According to Cisco, live video usage accounted for 13.2% of all global internet traffic in 2021. Moreover, in Q3 of 2020 alone, Twitch users streamed more than 4.74 billion hours.

Video content saturation is beginning to peak, and consumers are adapting to the toll.

What does this mean? The sheer amount of video content will train online consumers to disconnect from brands’ attempts to speak to them, similar to what happened with digital advertising. 

How should advertisers respond?

Video’s most exciting potential lies in its ability to reach micro-audiences with specific interests and buying habits.

With so many niche entertainment vehicles in digital media, it should be easy to find consumers with interests that resonate with your brand. The opportunity depends on marketers’ ability to demonstrate their authenticity. 

Whether you choose to jump on a social trend or sponsor content from a popular micro-entertainer, your efforts should be convincing and credible. Show consumers you care about their interests—not only about getting their attention.

Mixed reality (AR/VR) will drive purchase decisions in an e-commerce-first world

Mixed reality will become a pivotal part of the conversion journey in 2022.

Though it may sound like science fiction, mixed-reality media is nothing new. Virtual-reality headsets have been commercially available to gamers for years now. Ever played Pokémon GO? That’s the perfect example of an AR experience. 

Now, mixed reality is a viable part of the customer lifecycle. In late 2021, Facebook rebranded as Meta, with a renewed focus on creating a mixed-reality metaverse accessed via Facebook’s Oculus Rift headset.

How should advertisers respond?

There are a few ways marketers can start applying lessons from mixed AR/VR reality. The easiest approach is to reconsider your landing page as an experience, not merely a destination.

Creating unique, personalized “adventures” on your landing page that match the ad messaging your visitor clicked will help them feel immersed in your brand and their purchase decision, limiting distractions that might cause a bounce.

When you maintain your customers’ intent with mixed reality experiences, you’ll help them reach conversion decisions with minimum friction.

Autonomous vehicle adoption will advance personalization options

The autonomous vehicle revolution is speeding up, presenting a unique opportunity for advertisers to test and scale new strategies with early adopters.

As autonomous vehicle technology gains momentum and wider acceptance, advertisers need to incorporate outdoor, radio, and experiential advertising into their strategies. 

How should advertisers respond?

Create geotargeted listening experiences through SiriusXM or relevant podcasts and use snackable content. Autonomous vehicles still need drivers to intervene in the event of a malfunction, so drivers are multitasking, even though they do have a more leisurely commute.

Keep your messages concise and clear. Create shorter videos, and write blogs people can skim in under three minutes. Provide a relevant landing page experience, where customers can get the information they need and make a quick decision. 

AI copywriting will power digital personalization

The shift to a digital-first world has heightened the need for personalization in advertising. But with a larger and more engaged consumer base flocking to the digital landscape, marketers have struggled to scale their personalization efforts.

Enter AI.

Artificial intelligence negates the human bias that typically poisons our ability to make calculated content decisions. It also frees up your time for bigger-picture products. Instead of spending hours hunched over CTAs and headlines, copywriters can spend their energy on new campaigns, ideas, and strategies. 

How should advertisers respond?

AI will never be a self-sufficient practice. It’ll require human touch to integrate any AI tool to your brand, consumer base, and marketing goals—create authentic, relevant messaging to engage and convert audiences. 

To capitalize on AI-powered technology, advertisers will need to work with a specialist partner

Effective marketing is all about efficiency.

Machine learning is the most efficient way to optimize landing pages; however, it still needs a CRO expert to operate effectively. 

The hybrid model of human experience and data power is the ideal way for advertisers to leverage machine learning. We predict that advertisers who adopt this model will see higher conversion rates in 2022 than those who don’t. 

How should advertisers respond?

To get all the perks of machine learning tech, advertisers require a specialist with a human touch. If you want to use machine learning to automate your digital advertising journeys, you need a tested solution in the hands of the experts who built it. 

Postclick offers advertisers access to the advantages of machine learning and automation technologies without any of the challenges. We built our Advertising Conversion Cloud using billions of actual conversion events gathered over a decade.

Advertisers who partner with companies like Postclick will be ahead of the competition in 2022. 

Are you ready for 2022?

Ready to stand up to the digital advertising challenges 2022 will bring?

Let Postclick help.

We are early adopters of machine learning and artificial intelligence, with a trove of conversion data that’s getting smarter every day. Postclick lets you leverage that technology to achieve a concrete purpose—higher conversion rates through improved ad-to-page relevancy. 

Find out more about how to win at digital advertising next year by downloading “Machine + Marketer: Conversion Advertising in 2022” today.  

Fahad Muhammad
by Fahad Muhammad

Fahad is a Content Writer at Postclick, specializing in post-click experiences, advertising trends, and personalization. His expertise spans from advertising platforms to industry trends, optimization best practices to marketing psychology. In his spare time, Fahad loves playing “engineer” with his 6 year old—breaking apart and then fixing gadgets.

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