by Zontee Hou

Zontee Hou is a senior strategist at Convince & Convert, where she co-leads the strategy team and advises organizations ranging from Oracle Marketing Cloud to the International Monetary Fund. Her 10+ years in marketing has garnered industry recognition, including several PR News Platinum Awards and a Forrester Groundswell Award. She is the founder of New York-based agency Media Volery, a lecturer at both Columbia University and the City College of New York, and a speaker at events across the country

6 Trends in Digital Advertising That Take Us from 2017 to 2020

With the ever-changing digital landscape, paid social is changing at a fast and furious pace. Just a few weeks ago, Snapchat rolled out self-serve access to a broad range of its ad products, and we’ve seen Facebook, Twitter, and Pinterest get more creative with interactive and engaging paid content that better reflects the ways in which people use their platforms.

Recently, I explored the trends that will be impacting us now and in the next three to five years, at Innovation Congress from Social Fresh, an event focused on the digital marketing, media, and technology that will be impacting us in the near future.

As Video Proves, Multimedia Engages

Why is video content so dominant in 2017? We all know how easy it is to misinterpret an email or tweet or article. Text is limited in the way it conveys meaning. Humans have evolved to read faces, tone of voice, and body language; and the rich multimedia of video content allows us to reclaim some of those capabilities.

A popular refrain on the Facebook campus is that “the camera is the new keyboard,” according to an article in TechCrunch. With the ease of live streams, photo sharing, and video editing on the fly, it’s no wonder why. Not only is video key for storytelling, but it’s useful in communicating a lot in a short span, which can be key in paid social campaigns, where you may only have three to five seconds to hook someone and keep them on your ad.

Native Advertising Allows Marketers to Engage, Rather Than Disrupt

Native advertising’s aim is to be relatively unobtrusive by providing value-driven content within feeds, sites, and channels where the audience is already engaging. Companies that are spending their ad dollars in this space aren’t necessarily talking about their brands, but rather, they’re showcasing their brand’s relationship with the broader community or larger cultural trends. The benefit of this type of content is that, when executed well, it may be more share-worthy for the audience because it provides standalone value outside of talking about the brand/product. In other words, its aim is to engage with the audience on their turf.