Top 3 Marketing Trends To Watch Out For in 2023

In the rapidly evolving world of ad tech, upcoming trends play a big part since marketers and brands plan their upcoming digital campaigns with the help of these insights. In 2022, amongst a host of events, some notable ones were the postponement of cookie depreciation, stricter antitrust laws, the emergence of the metaverse, and newer mediums like audio, gaming, short-form videos etc. In 2023 let’s look at a few notable trends that we foresee shaping the landscape of the ad tech industry:

Financial Headwinds and Media Efficiency

As the cost-of-living crisis hits the pockets of businesses and shoppers along with a looming threat of recession, consumers have become more discerning with their time and resources. Marketers have shrunk resources and focused more on generating efficiencies and ROI.

The rising cost of living is biting into businesses and households. Whilst it’s essential to scrutinize media budgets, it is also important that brands have the tools in place to ensure that the budget goes as far as possible.

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In 2023, marketers will double down on performance-driven advertising campaigns, tools, and technologies that will tie in their attention and outcomes metrics with privacy compliance and sustainability practices. We live in a time of unpredictability, and advertisers will need to once again brace for a rapidly shifting economy.

Transparency in Digital Campaigns

Marketers will continue to push for greater media quality and transparency in the face of financial headwinds. Expanded access to programmatic has meant multiple paths to the same ad inventory, resulting in increased complexity and non-transparent media costs. Widening access to programmatic has caused the same ad inventory to be offered through multiple paths, resulting in increased complexity for advertisers. This is where Quality Path Optimization (QPO) comes in. QPO solutions such as Total visibility will bring radical transparency in media quality and media cost. With media professionals combating pressure to maximize their advertising spend and impact, it’s become critical to place QPO and media quality at the forefront of digital advertising strategies. IAS research found that 95% of ad buyers are implementing or planning to implement SPO technology in 2023.

Measurement in Emerging Mediums Like Gaming and Audio 

Where consumers spend most of their time will decide how advertisers spend their budgets. Naturally, emerging mediums such as gaming, audio, and Metaverse will see more traction as more people tune in to them.

Digital advertising within gaming environments will be a crucial focus point for advertisers in 2023, helping tap into the 3 billion gamers worldwide. The gaming market, expected to reach $339.95 billion in 2027 and growing at a compound annual rate of 8.94%, will receive a massive push with 5G adoption.

Developments in ad tech will bring brand safety, verification, and contextual targeting solutions to bear on 3D in-game ad placements, boosting the value of gaming inventory and increasing the reach of brands seeking to appeal to gamers. Get measurement into these platforms right and think of the possibilities: ads can be optimized in brand-safe and suitable environments based on the context of the gameplay (i.e., an explosion or warfare), viewability metrics could be known at the granular level of each ad and its time-in-view on screen, and fraudulent impressions or those unattended during gameplay can be flagged.

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Also boasting high levels of consumer attention is digital audio with podcasts and audio content ability to chime with consumers over concentrated. Advertisers realize this and will identify audio as their top priority for 2023. However, advertising on audio does come with its own set of challenges. Collaboration and standardization will be powerful tools in keeping brands safe in these new environments and finding receptive audiences.

The adoption of industry-wide standards from the IAB and MRC will become more mainstream – assessing whether an ad has been played with the mute button off or been played for more than two seconds, among other measures.

For example, Spotify made its mark in 2022, announcing its commitment to a third-party brand safety solution for podcast advertisers. 2023 will see more audio platforms embark on rigorous analysis to help the industry understand the tools and resources necessary to deliver brand safety in podcasting and digital audio.

Integral Ad Science’s (IAS) Industry Pulse Report for 2023 found that amongst media professionals, one-third (33%) agree that the Metaverse holds the most potential for innovation and opportunity, even whilst 29% expect the Metaverse to face serious challenges in 2023.

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