We all know that the advertising world changes drastically and constantly. One year is many years in the world of marketing. What may have been the best method six months ago may be outdated and no longer working. That is why it is important to constantly stay up to date on the latest trends in marketing. Fortunately, Lori Senecal, Global CEO of the acclaimed marketing firm Crispin Porter + Bogusky, is keeping us up to date with some helpful tips and advice.
First, you have to keep in mind that the world of mobile is exploding. Online revenue from advertising reached a whopping sixty billion dollars, but the fact is that most of it came through mobile advertising. People are spending up to a quarter of their day on their mobile devices. Almost everyone has at least one smartphone or tablet.
Another trend to look out for is where advertising is going. The fact is that it is going almost entirely to Facebook and Google. Facebook and Google together control around three quarters of the advertising industry. It sounds like a lot, but they do have a lot of targeting and options available that other platforms do not have. They also have a very large audience. That is why they are so popular. Visit Forbes for more info.
You also have to take into account the phenomena of ad blocking. A lot of people are using software to block ads from showing on their screen. Another things you have to think about is the length of your ads. People have short attention spans and will get distracted if they see a very long ad. They will not wait around to get to the end of it. This is why it is a good idea to create short ads. Some of the most successful advertising campaigns, which were ads are especially important on mobile devices.
Lori Senecal is the Global CEO of Crispin Porter + Bogusky. She has many years of experience with marketing and advertising. She studied at McGill University. Lori has worked with McCann Erickson, and she managed the New York office for them. She started TAG Ideation, a unit of McCann Erickson that focuses on marketing to young adults. Follow her on Twitter.