Life for marketing professionals was challenging as they attempted to forecast customer behavior following the lockdown in 2022 as the globe gradually began to return to normality. By delaying the end of cookies until 2024, privacy-focused advertising has risen to the fore and taken center stage. And with video content continuing to soar in popularity as a consumer favorite, this shift meant contextual targeting became noticeably more crucial for branding campaigns.

But what will the world of digital marketing look like in 2023? Where should businesses focus their improvement efforts in their advertising? Examining the top five trends for 2023 will help brands stay one step ahead of the competition.

#1 Brand safety will be the main focus.

Consumers today look to businesses to supply high-quality goods and express opinions on various topics, including cultural, ethical, and environmental concerns. Brand safety is ultimately the top concern for any brand in advertising since the last thing a brand wants is to be exposed to an embarrassing situation that could go viral.

It’s about more than just well-crafted content in a world where media consumption is constantly shifting and news headlines are unpredictable. Companies must also take action to manage where their advertisements appear if they want to keep a consistent and secure brand image.

To meet this challenge, which is expected to become more urgent in 2023, businesses should prioritize marketing partners who provide brand safety solutions as a core service.

#2 The use of short-form tailored video ads will rise.

81% of all online activity in 2022 included video content of some kind, and 95% of consumers will watch explainer videos before making a purchase. The fact that video ads have a much greater click-through rate than static ads is, therefore, not surprising.

Short-form, customized video commercials will flourish this year.

Over 80% of videos, especially those longer than 15 seconds, are skipped and not seen by viewers, even though they are often more inclined to interact with content under 15 seconds.

However, video completion rates rise to an average of 86% if the advertisement is personalized.

Users will be more engaged with video content when brands adopt systems that dynamically pick and show material depending on user preferences.

#3 Contextual targeting becomes increasingly important as a strategy.

The world without cookies is coming.

By the end of 2023, 60% of web traffic is expected to be cookie-free, although the deadline for Google Chrome to stop supporting third-party cookies has been pushed back until Q3 2024.

As privacy concerns continue to rise, brands are looking for new ways to reach their target audience without compromising on user data. Contextual targeting, which uses AI and advanced technologies like deep learning to show ads to specific audiences based on the content they are consuming and the user’s search history, is becoming increasingly popular as a solution.

Even without cookies, contextual targeting makes it simpler for businesses to anticipate the content creators and users of particular websites most likely to be interested in engaging with.

#4 To reach users, brands will employ CTV devices and in-game advertisements.

Technology changes, but a brand must reach customers where they remain consistent even though this is a constantly moving target.

The most recent significant change is consumers’ preference for on-demand entertainment, which has contributed to an increase in connected TV (CTV) devices in households.

Users are increasingly using these devices for recreational activities, including browsing Netflix and Disney Plus, among other Over-The-Top video services. Introducing of new ad-supported tiers on these platforms gives marketers a fantastic opportunity to engage and entertain their target audience.

Brands should consider the power of gaming if they want to widen their audience and engage a very valuable audience. They have the ideal chance to introduce themselves to an interested, affluent group of consumers ready to make purchases through in-game advertising.

#5 The rise of AI writers/chatbots

Users want to communicate directly with the brands they love on social media and expect prompt responses in return. Brands are no longer just businesses that offer goods or services; they are also entities with which customers want meaningful interactions. The volume of interactions with AI platforms surged 250% across various industries during Covid, making this particularly obvious.

And the company that capitalizes on this expanding trend will give its customers the engaging experience they want. Opening up new communication channels for clients, such as WhatsApp, Messenger, and Slack, will play a significant role.

The best news is that it will be okay to hire a small staff to check in on discussions all the time. Instead, they may deploy sophisticated AI-powered chatbots, like the wildly successful ChatGPT that had one million users join up within five days of the debut, to answer many consumer questions with little to no involvement from the company. By 2030, the market for AI chatbots is expected to reach $32.6 million.

Summary

Although numerous external circumstances will affect whether or not these predictions are successful, one thing is certain: the method companies market is changing quicker than ever before, making it challenging for them to decide where to focus.

The most successful brands are those that keep an eye on the future and are adaptable and open to change. Brands must stay current with the new technology and possibilities developing in the business.

It is vital to collaborate with a reliable partner who is innovative and will enable a brand to flourish in the future as the market and the industry are moving quickly.

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