In October 2020, we surveyed 1,440 marketers to discover what’s trending in digital advertising.
Our research revealed that the pandemic had a significant impact on where marketers plan to invest in 2021. To help prevent the spread of the novel coronavirus and adapt to changes in consumer behavior, marketers plan to cut funding for traditional channels, such as direct mail and in-person events. They plan to redirect those resources toward digital channels, with an emphasis on paid social, paid search, and online video.
Paid social advertising
A whopping 71% of marketers plan to increase their investment in paid social advertising in 2021, according to our 2021 Digital Advertising Trends report.
With over 3.8 billion people on social media, and plenty of data on each user, a massive opportunity exists for advertisers to reach niche audiences with targeted messaging. Perhaps for this reason, Zenith forecasts that US$111 billion will be spent globally on paid social advertising in 2021, up from US$84 billion in 2019.
Half of online brand discovery takes place on social media, claims Hootsuite. If your goal is to grow brand awareness, paid social advertising is a smart investment.
Online video marketing
A healthy 61% of marketers plan to increase their investment in online video in 2021, according to our 2021 Digital Advertising Trends report.
The rise of online video has been well-documented in recent years. Consumers not only prefer online video to television, according to Google and comScore, but also prefer YouTube to Facebook, according to Pew Research. Moreover, Zenith forecasts that people will spend an average of 100 minutes per day, or 12 hours per week, watching videos online in 2021—up from 67 minutes a day in 2018.
Throughout history, any medium that kept an audience’s attention meant a valuable advertising opportunity. Online video is no exception. Indeed, 84% of consumers say watching a brand video has inspired them to make a purchase, according to Wyzowl. The company also found that the vast majority of marketers saw a decent return on their investment in online video.
Paid search advertising
Six in 10 marketers plan to increase their investment in paid search advertising in 2021, according to our 2021 Digital Advertising Trends report. Given that they identified Google as their highest-performing channel with regard to return on ad spend, this investment seems wise.
With an estimated 5.8 billion searches taking place each day, advertisers have a remarkable opportunity to reach potential customers during high-intent moments. Perhaps for this reason, Zenith forecasts that US$123 billion will be spent globally on paid search advertising in 2021, up from US$107 billion in 2019.
Get more insights from 1,440 marketers
Now more than ever before, it’s vital that you stay ahead of the curve. The years following the pandemic will not only bring increased competition but also new trends in consumer behavior, technological advances, and regulatory changes. To excel at digital advertising, you will need to remain agile and adapt quickly to anything that comes your way.
Fortunately, you can see what’s on the horizon. In our 2021 Digital Advertising Trends Report, we share actionable insights from 1,440 marketers across North America.
Download the report to discover:
- What’s trending in digital advertising
- What marketers plan to prioritize in 2021
- Where marketers plan to invest in 2021
- Which digital advertising platforms are paying off
- What top-performing marketers do differently