Perhaps the two most pervasive recent trends in digital advertising are the rise of ad blockers and the switch to mobile.
Ad blockers consist of software that has the ability to remove or mask adverts from a web page or mobile app. It appears that consumers love them, because the number of people installing ad blockers is growing at a significant rate, forcing brands to become more savvy when it comes to content that gets their message across.
Where advertising does break through the ranks, it will increasingly be on mobile, where ad revenue grew at an impressive 89% in the first half of 2016. At the same time, desktop advertising revenue is on the decline, plunging advertisers into a frenzy of planning campaigns fit for the small screen.
On top of this, there are some lesser-known trends to keep an eye on: programmatic advertising, which is essentially automated, precision ad-buying; and outstream videos, which are non-intrusive videos often embedded within content, instead of within a video player.
This infographic by Digital Marketing Philippines draws heavily on research from the Interactive Advertising Bureau’s Internet Advertising Revenue Report, conducted by PwC. It shows that, despite being kept on its toes by changing tastes in ad format, the digital advertising industry is on an upward trajectory: with 2016 second-quarter revenues having increased 18.1% year on year.