AUCKLAND, Today: Arnaud Calonne, sales director at media & technology company Verizon Media NZ, has a shot at predicting outcomes for our ad industry in 2020 …
2019 has been a whirlwind of a year and 2020 is shaping up to be no different. As we move into the new decade, I see two strong trends that are likely to impact the world of advertising and marketing in New Zealand.
It’s been coming for a while now, but I genuinely believe the next year will see native advertising cement its place as a key marketing channel. In 2020, Kiwi marketers will start looking beyond display and video to deliver on objectives and begin to question why their investment in search is the highest in the developed world.
As a result, we’ll see an accelerated investment in native, and it’s well positioned to succeed.
Research shows that native performance is far superior to other channels across the marketing funnel. Best of all, most marketers already know the format and in addition, invest in creative production for social media use.
These creatives can be repurposed into the native channel to deliver an increased ROI from marketing spend.
The other big trend set to hit New Zealand shores in 2020 is programmatic digital out of home, holding huge potential to reshape the market.
“The next year will see native advertising cement its place as a key marketing channel.”
Programmatic DOOH will not only allow marketers to target more effectively, it will connect the dots of the consumer journey and offer more accurate measurement to ultimately minimise wasted ad dollars.
We’ve already seen the format successfully adopted overseas and 2020 will be New Zealand’s time to embrace the opportunity, something Verizon Media is driving here locally.
These two ad formats will be the biggest trends for the New Zealand market in 2020, offering marketers the best returns and highest impact.
Digital advertising revenue will continue to grow and we’ll see more ad dollars funnelling through programmatic next year, as it has proven to be the most efficient way to buy and the best way to connect with consumers across all marketing channels. Watch this space!
Native?
Native advertising is a type of online advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. It resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product.
This Verizon piece by Calonne in many ways itself resembles native – except M+AD welcomes and thrives on the input, and provides the space gratis.
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