Social Media is changing the way we were viewing media. Today Experiential media plays a big part. See the latest trends and six advertising trends that you can watch in 2022

1. SIX ADVERTISING TRENDS TO
WATCH OUT
Dr Venkatesh B Iyer

2. THE EFFECT OF PANDEMIC
The pandemic, predictably, wreaked havoc on the advertising sector. In 2020, as
uncertainty reigned supreme, consumer expenditure fell for the first time.
Advertising spending, on the other hand, is projected to rebound to pre-pandemic
levels.

3. THE SIX TRENDS
1. The length of video advertisements is getting shorter and shorter.
2. The Sound in Ads Is Disappearing
3. Advertisers are Profiting From Mobile Gaming's Popularity
4. Artificial Intelligence (AI) Is Playing A Bigger Role In Advertising
5. Customers Demand Authenticity in Social Media Ads.
6. Amazon will take over the Ad Space for Ecommerce

4. THE LENGTH OF VIDEO ADVERTISEMENTS IS
GETTING SHORTER AND SHORTER.
By 2025, mobile video ad expenditure across the globe is expected to go up. As today's customers have limited patience
for long videos, we may expect the vast majority of that fresh ad spend to go to short-form video commercials.
More over a quarter of adults say they will stop watching a video after only 10 seconds.
More than half of those polled believe they will stop it after 20 seconds.
According to one study - Instagram videos should be no more than 30 seconds long, Twitter videos should be 45
seconds long, and Facebook videos should be less than one minute long.

5. THE LENGTH OF VIDEO ADVERTISEMENTS IS
GETTING SHORTER AND SHORTER.
Undefined searches over the last five years for "Instagram video" have risen
by 247%. To avoid the dreaded "skip" button on YouTube, some companies
are turning to ultra-short, but very interesting advertising.
According to a recent survey, virtually all existing video marketers expect to
continue employing video methods this year. More than 95% of them believe
they'll keep or grow their video spending in 2021, while nearly 70% of those
who don't use video say they will start.

6. THE SOUND IN ADS IS
DISAPPEARING
We are on a webpage when a video ad we don't want to see starts playing at full volume, which
is annoying – 66 percent of consumers dislike it when video commercials play with sound
automatically.
Outstream video is one option that could become increasingly popular in the future years.
These movies are embedded in the information that the viewer is reading. When the user scrolls
over them, they begin to play without sound and then pause once they are no longer visible.
https://youtu.be/gLx8i1qy1EI

7. THE SOUND IN ADS IS
DISAPPEARING
undefined searches since 2017, for "video captions" has risen by 84%.
Outstream ads, according to statistics, have a higher CTR (click-through-rate) and a longer engagement rate than in-stream
video ads. Advertisers are spending up to $45 per thousand impressions on outstream ads, according to a mid-2020 research.
Advertisers are also adjusting to this trend by including captions on social media adverts.
According to Digiday, 85 percent of Facebook users watch videos without sound and according to Facebook, captioned videos
had a 12 percent boost in viewing time.
According to a recent LinkedIn survey, 79 percent of videos on their platform are watched without sound.
For those who do not wish to have sound, animated commercials are another easy-to-understand format. Ads using graphics
are used by businesses to make content easier to understand and emotionally attract their target audience.

8. ADVERTISERS ARE PROFITING FROM
MOBILE GAMING'S POPULARITY
Downloads of mobile gaming apps climbed by 45 percent in 2020, compared to only 35
percent in 2019. Searches for "mobile gaming" spiked in the early months of the
pandemic and have increased by 156 percent in the last five years.
A great majority of video game players put a lot of effort into their games. Nearly 70% say
they would rather give up social media or television than give up mobile gaming, and
they're twice as likely to see in-game display ads as they are online commercials.
On mobile gaming apps, there are interstitial adverts and "reward" ads in addition to
traditional banner ads. Interstitial advertising are placed at game halting times so that
they do not feel out of place and take up 100% of the user's screen.

9. ADVERTISERS ARE PROFITING FROM
MOBILE GAMING'S POPULARITY
For watching the entire video commercial, reward advertising reward users with game points,
currency, or another gaming-related advantage. Over 70% of gamers say that watching video
advertising is their favourite method of "paying" for in-game stuff.
Some advertisers have shied away from mobile gaming because they believe that the vast majority of
gamers fall into a single demographic: male teenagers. However, statistics shows that 46% of gamers
in the US are female, and 40% are between the ages of 25 and 44.
Unilever, Coca-Cola, and Ford are among the companies that have already "invested extensively" in
in-game advertisements. Fortune 500 companies are beginning to include in-game advertisements
into their marketing plans. Molson Coors Beverage Company has recently upped its focus on gaming
apps advertisements.

10. ARTIFICIAL INTELLIGENCE (AI) IS
PLAYING A BIGGER ROLE IN
ADVERTISING
Artificial intelligence and machine learning are revolutionising a wide range of
industries. undefined The number of searches for "AI marketing" has increased
by 2,550 percent in the last five years. In marketing and advertising, AI is
making a real impact in terms of data analysis and efficiency.
Advertisers are utilising artificial intelligence (AI) tools to better test and
optimise impressions, click-through rates, bid levels, and targeting. Instead of
humans spending days or weeks looking for patterns in data and predicting
what would perform best, AI technologies can do it in seconds.

11. CUSTOMERS DEMAND AUTHENTICITY IN
SOCIAL MEDIA ADS
Consumers, particularly Gen-Zers and Millennials, are on the opposite end of the spectrum as
advertisers seek increased efficiency using non-human resources. They want brands to be more real
in their messaging and in the advertising they run. According to studies, more than 75% of customers
trust content from ordinary people more than content from brands.
Marketers and advertisers are using social media to strike a balance between traditional brand
content and user-generated content that reflects the brand's human side.
One method the advertising business is striving to humanise its companies is through influencer
marketing.

12. CUSTOMERS DEMAND AUTHENTICITY IN
SOCIAL MEDIA ADS
Since 2017, undefined "Influencer marketing" searches have climbed by 383 percent.
Businesses have used social media to develop non-paid brand advocacy initiatives.
Some businesses hire devoted personnel to act as "pseudo-influencers." Nearly 70%
of businesses are utilising or planning to deploy staff as social media advocates.
Many companies are capitalising on their current fan base.

13. AMAZON WILL TAKE OVER THE AD SPACE
FOR ECOMMERCE
Ad spending on ecommerce sites has increased nearly 40% in 2019, according to eMarketer.
By far the most important participant in this ad market is Amazon. In fact, Amazon is responsible for more than 75% of all
eCommerce ad spending. Amazon's total ad revenue is more than $7 billion. Wal-Mart comes in second, with ad income of
slightly over $1.5 billion. In 2020, the company's ad income increased by 23.5 percent. They saw a 64 percent growth in ad
income year over year in the fourth quarter of 2020. According to early 2021 reports, Amazon accounted for 10% of the US
digital ad market in 2020.
Undefined Searches in the last ten years, for "Amazon marketing" have increased by 56%.

14. AMAZON WILL TAKE OVER THE AD SPACE
FOR ECOMMERCE
We may see the platform place even more focus on the "sponsored products" listed in the user's
search results in 2022 and beyond. These items are listed first in the search results and then
again at the bottom of the page. The importance of placement cannot be overstated.
According to one ad agency, 35% of Amazon shoppers click on the first product in the search
results, while the top three products receive 64% of all clicks.
Another reason driving Amazon's ad income growth is the cost - it's relatively inexpensive to
begin started with and can deliver a better ROI for many ecommerce firms than SEO or search
engine ads.