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What’s next for the digital display industry?

We’re looking forward to 2020 and questioning what’s next for the digital display industry.

We sat down with some of the top brains from within our business to shine a light on what we expect to see in the next 12 months and beyond.

1. Personalisation isn’t going anywhere

Consumers have demanded personalisation for a while now and that really isn’t going to change in 2020. The likes of Netflix and Amazon have intensified the requirement for a personalised and curated content experience, meaning it’s essential for brands to keep up. Digital display is just one aspect of this.

Specifically, 90% of consumers report feeling positively towards brands that treat them as an individual, but only 20% feel that brands understand and care about them.

So, what does this tell us? It suggests that personalisation in your ad strategy is just half of the battle. It’s the minimum for brands to bring personalisation into their approach to Retargeting and brand awareness. What sets brands apart is those that illustrate to their users that they understand them and are aligned with their values.

This comes from display campaigns with ads and ad copy that truly connect with users on a personal level. Ad design is well and truly on the agenda in 2020.

2. In-housing. Fact or fiction?

Brands bringing media buying and marketing activities in-house has been much discussed in 2019. The evidence is there for all to see with some high-profile businesses recently bolstering their in-house capabilities, including Citi Bank and Nestle.

In fact, an Interactive Advertising Bureau (IAB) report at the start of 2019, suggested that nearly half of UK brands have completely moved programmatic ad buying in-house, with 40% having partially done so.

Recent commentary on this matter however, had the figures at closer to 10% – 15% that have “genuinely gone fully in-house”.

Watch this space in 2020 to see which way it really goes.

3. Digital display in the real world

Where once brands viewed digital display advertising as purely a way to engage with users online and boost their website sales, 2019 saw more of a shift towards its use for real-world engagement with users.

Due to the accessibility, cost-effectiveness and increased performance offered by Geofencing campaigns, many businesses have seen it as an ideal solution to boost footfall in their physical locations as well as offering more of an omni-channel experience for consumers by connecting the dots between their online and offline activities. Its use is only set to be more prevalent in 2020.

As is that of digital out of home advertising (DOOH) programmatic ad buying. It’s still in its infancy with much work to be done in terms of inventory,

infrastructure and attribution, but it’s being seen as an ideal add-on for effective campaign execution. While it’s never going to be about targeting on a micro level it is an effective tool to engage with a selected group of users in a specific area.

4. Innovation around privacy

2018 was a big year for GDPR, with the regulations coming into force in May of that year.

Since then the noise has died down, despite the total of fines being over $440million, and the likes of British Airways, Marriot Hotels and Google all suffering fines in the tens of millions; British Airways’ fine was over $225million.

Increased regulation is set to come into place in the United States, with the California Consumer Privacy Act (CCPA) coming into effect on 1st January.

So, what does this mean for the digital display industry?

Innovation around data is crucial. When it comes to the regulations, those brands that win are those that find multiple solutions to activate their digital display campaigns in the best possible way without infringing the regulations.

Central to the industry improving for the better is to increase consumer knowledge about their own data and how this is used. With more brands doing this, more people in the industry will understand best practice around use of consumer data and privacy. Consumer privacy isn’t going away in 2020.

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