Last month, we surveyed 1,440 marketers to discover what’s trending in digital advertising, where marketers are investing, and what top-performers do differently. Today, we’re thrilled to release our findings in our new research report: The 2021 Digital Advertising Trends Report.
Here’s a sneak peek of what’s inside:
How has the pandemic impacted digital advertising?
The coronavirus pandemic fundamentally altered the digital advertising landscape. Marketers not only shifted their budgets from traditional to digital channels but also significantly increased their spend. They expect the resulting spike in demand to increase prices and spur competition, leading to a cutthroat environment in which only the most advanced strategies prevail.
Who’s responsible for digital advertising work?
In-house teams are largely responsible for the execution of digital advertising work. However, agencies and tech-enabled service providers are growing in importance. Over half of surveyed marketers (55%) plan to increase their investment in external partners in 2021. It’s a worthwhile investment for most. For example, marketers using tech-enabled services to accomplish their digital advertising objectives were 4.4x more likely to say they’re very satisfied with their conversion rates.
What are the next big things in digital advertising?
When asked about the next big things in digital advertising, surveyed marketers identified online video, personalization, and artificial intelligence. Whereas online video and personalization help marketers cut through the noise, artificial intelligence automates everything from ad personalization and landing page creation to performance optimization, leading to highly efficient and profitable programs. To remain competitive in 2021, it’s crucial that marketers invest in these areas.
To learn more and gain access to all the data, download the report now.