How Digital Media is Impacting the Elections

Once upon a time, presidential campaigning was simple in terms of advertising. In order to communicate their platform and views on various issues and gain the vote of the public, candidates would rely on more traditional means of marketing. This included posters, informational leaflets, live speaking events, and with the introduction of the television as an American household staple, televised debates. When digital marketing was introduced to campaigning, election marketing changed to fit the wants and needs of an increasingly technologically aware public. While we could see right away the effects of digital media on the election process, just how far does this influence go?

America’s first introduction to the profound effects of digital marketing on election campaigning came with the 2008 presidential elections. During that election, we saw direct tangible correlations between digital campaign spending and viewer response with the dichotomous approaches of Obama on the one hand, with $47M spending, and Romney on the other hand, with $4.7M campaign spending. During that time, social media was at its peak for campaign marketing, serving as a platform to reach out to the increasingly large demographic of social media users.

While social media still plays a significant role in campaign marketing for the current 2016 elections, digital marketing has evolved greatly to include more sophisticated approaches to viewer and voter response. Of the $11 million projected spend during this election cycle, approximately 10% of that budget is projected for digital advertising alone, evidencing an all-time high for election focus on digital media.

Social media still plays a big role in branding for candidates, whom have shown a heavy presence on networks such as Facebook, Instagram, Twitter, and even Snapchat to disseminate content and gain support. This has opened doors for candidates to target voters directly rather than micro-target demographic groups by way of advertising targeted to specific niche issues. Even the platforms themselves have opened up new marketing tools for candidates, such as Facebook, for instance, which, new to this election cycle, made it possible for candidates to upload voter databases and link registered voter emails to specific Facebook user accounts so that candidates can communicate with those voters directly via the social platform.

While social media still has a presence, however, there is a notable decrease in focus on social media by candidates than in last election. Now, in addition to social media, candidates are placing heavy focus on more traditional display advertising, namely native ads. Native advertising is paid content made to blend in effectively on websites. It is seen as a good way by which to cut through the clutter of digital media and reach a larger demographic of people in a non-obtrusive way. The increased benefit of native advertising and other display advertising for the election campaign marketing is, above all, the trackability of these methods and the programmatic software developed to distribute these advertisements with ease. By creating interactive display advertisements with integration of retargeting links and landing page campaigns, candidates can track the online response of their voters. In some cases, this even means insight into population areas with large support through location tracking.

The increased spending on digital media during the 2016 elections evidences the tangible results and effectiveness of digital media marketing. Whether we see the election end with a Clinton or a Trump victory, we will be able to utilize data on their digital marketing campaigns and how they correlated to the ultimate victor. With the speedy growth of the digital marketing world, we can’t wait to see what all of these developments will bring to the table during the 2020 elections!

 

 

How Does Winter Weather Impact Online Advertising

Rain, rain, go away, come again another day…

That’s usually how the saying goes…and for the most part, it’s how we all feel! That is, unless you’re a digital marketer!

In the past few decades, digital marketing and advertising has developed impressive strategic approaches to tackle competitor marketing and ensure a successful marketing strategy and campaign for any online platform. From programmatic advertising to more traditional calendar-based tips and tricks, competitive advertising has grown to track and respond to market trends and buyer needs.

Weather has always been one of those factors that are considered most random and beyond our control. While we certainly can’t control the weather, however, the development of digital marketing and advertising have allowed us to use even weather to our advantage!

Several studies have been carried out to investigate the connection between weather and sales. Overall, the results point to certain trends that can benefit any programmatic platform. In short, there is a distinct correlation between weather patterns that digital marketers would do well to notice. While warm, sunny weather is beneficial for in-store sales, restaurants, durable goods, and other habitual services, colder rainy days are beneficial for online shopping, specifically within clothing, home and furniture, and wholesale retailers. The difference between online sales during clear and cloudy days can jump as high as even a 10-12% increase!

While the deviations are small enough to leave room for debate, the pattern makes perfect sense. It points to the tendency for people to spend more time browsing and buying non-habitual products or sales during days where outdoor activity and shopping trips are less accessible due to the weather. For example, if you are on the lookout for a bookshelf, a sunny day might make you more likely to take a trip to several furniture stores, while a rainy day might make you more likely to snuggle up in the comfort of your home and search for a bookshelf that meets your needs online, either for reference or purchase.

The implications this has for digital marketers are simple: rainy days and colder weather are good times to release digital banners advertisements to potential customer and consumer bases. In this case, it is especially advantageous for targeted marketing using location-based information. So next time you see a rainy day forecast, resist the urge to fall into a rainy day laze and get jumping on that marketing train!

Christmas in October? Why Holiday Advertising Starts Earlier Each Year

There’s a certain feeling of warmth and excitement when you start to see the holiday spirit popping up all around you. It’s that feeling that takes you back to when you were a kid, overwhelmed with Christmas cheer. Holiday advertising can only mean one thing – Christmas is around the corner!

But wait…Christmas in October?

Over the years, advertising for the holidays have slowly started to show up both in stores and online earlier and earlier in an effect some people like to call the “Christmas Creep.” While everybody likes to poke fun at Christmas themed competitive advertising and sales before Halloween has even come and passed, the reality is that the public doesn’t mind the early Holiday spirit. In fact, it has many advantages!

The holiday season is, for many companies and stores, the biggest money-making time period in sales for the entire year. This time period, however, is not limited to November and December as most people might think. While sales certainly do peak after Thanksgiving with Black Friday and throughout the month of December, a large majority of shoppers begin planning their holiday purchases way earlier than the winter months so that they can budget properly and shop for the best possible gifts. Some shoppers even begin their purchases as early as October so to beat the rush, for example with highly sought after gifts trending in the shopper market. Other shoppers also prefer to shop early so to allow themselves the time and comfort of setting up payment plans to budget their purchases.

When it comes down to it, whether or not shoppers are making the purchases early, holiday shopping becomes a focus for shoppers early on. For that reason, it is highly recommended for companies to turn on their digital marketing game for the holiday season early and watch competitor marketing to stay in the lead with their own competitive advertising. Before anything even hits the stores, companies want to make sure that their products are on the shopping list of the early Christmas planners! Next time you’re looking around and you notice a Christmas advertising next to a Halloween advertising, consider the effect. Most chances are, the competitive display will stay in your mind and even influence your shopping decisions!

So go on, digital advertisers! Get an early start to your holiday cheer!

Desktop Isn’t Dead! Reasons Why Desktop Advertising is Still Important in a Mobile-First World

As of late, one of the most noticeable trends in digital marketing is the shift in focus from desktop to mobile. Advertising trends have adapted to an increasingly tech-savvy world by responding to the increase of mobile reliance and the subsequent change in consumer habits. While in the beginning, companies strove to have mobile-friendly platforms, the trend has now shifted from “mobile-friendly” to “mobile first.” But does the rise of mobile necessarily mean the death of the desktop?

It is hard to ignore the importance of mobile marketing today. Mobile usage is higher than ever and it has unprecedented advantages for marketing, from hyper-targeting through consumer data to the instantaneous, universal outreach it allows through the accessibility it invites. However, while this is all true, it is important to recognize that desktop is still important as ever in a well-rounded successful marketing strategy.

Desktop Usage Remains Constant

Mobile usage is certainly on the rise, and it is certainly true that more people today use their mobile device as their go-to medium than ever before. However, an increase in mobile usage did not correlate with a decrease in desktop usage. In fact, despite the increase in mobile usage, desktop usage has remained pretty constant!

Cross-Platform Approaches Are Best

Any company hoping to expand their customer base and better their marketing strategies would do well to take a cross-platform approach. This approach relies on the understanding that consumers often switch between devices in interacting with a company. For example, a user might find a company through mobile hyper-targeting, yet once they do they are likely to visit the company website from both a mobile and desktop platform. When a company takes a marketing approach to ensure seamless transition between platforms, it allows a customer to trust the reliability of the company as a whole. A responsive website, for example, allows companies to use one shared website for both mobile and desktop viewing with this very goal in mind – an ideal situation! All in all, a cohesive experience is key.

Desktop Optimizes Screen Display

Mobile marketing, as savvy and relevant as it is, has a distinct disadvantage of limited screen space for displaying digital marketing. As a whole, the space limitations can be overcome with desktop. This not only allows companies to express their company vision more in-detail on a desktop platform, but it allows for a new aesthetic for mobile versus desktop platforms within one company.

New Users Lean Towards Desktop  Advertising Use

While e-commerce is increasingly adapting to mobile platforms, it is still true that companies are often more approachable for new users through desktop than mobile. For example, customer profile information is easier to complete on desktop than mobile. While mobile is better for discovering new websites and maintaining customer loyalty, desktop remains a better experience for new customers looking to fully explore and understand a new company.

Certain Settings Depend on Desktop

Desktop, while traditional, maintains its’ air of professionalism. Office settings, for example, depend on desktop systems to create a work atmosphere (this would be a little more difficult to attain through a mobile-only platform). As a whole, it seems like desktop is still being used for academic or business oriented use, while desktop is seen as “extra time” or “on the go” internet surfing time.

ROI Thrives with Desktop

Of all the reasons to keep desktop marketing as a top concern, the most important is its’ benefits regarding ROI. When it comes down to it, Return on Investment (ROI) on ads on desktop still wins over that on mobile sites. While mobile ROI is improving, mobile still has a lot of growth to achieve in performance measure in order to reach a similar tipping point in ROI as that achieved on desktop.

Understanding Programmatic Advertising

Technology is growing in a revolutionary rate. Advertising, in an effort to stay with the times, is similarly growing and transforming to fit the needs of our increasingly mobile and tech-based consumerist culture. In order to increase efficiency, one of the most revolutionary trends in advertising is automated, or programmatic, buying.

In a nutshell, programmatic advertising involves a software which optimizes ad bidding and hyper-targets consumer audiences so that your advertising reaches consumers most likely to respond to your brand. Programmatic advertising matters due to the efficiency of the approach; Advertisers no longer need human ad buyers and salespeople to contract an advertising deal. Instead, they can produce an advertising outreach in a fraction of the time with higher reliability due to algorithmic processing by programmatic buying software. This therefore allows for more sophisticated, customized campaigns marketed directly to a target audience, thus positively affecting ROI results as well.

The current conversations around programmatic advertising discuss the approach as the “future of ad buying.” Is it true? We believe so, yes. While it is impossible to tell the future, programmatic advertising has reaped such tangible results that more and more users look towards programmatic buying for their brand. Some brands have even built in-house teams to optimize their own use of programmatic advertising buys for their company as part of their marketing budgets. With social networks gaining presence in the lives of brand consumers, companies are turning to platforms such as Facebook, Twitter, Instagram and Twitter to sell ads across the web and beyond the limitations of their personal platforms, with programmatic decision-making software at the core of these advertising outreaches.

At the end of the day, programmatic advertising is good for viewability in that it effectively reaches target audiences through algorithmic means to bring in positive results for a brand.  While it is important to avoid fraud and URL masking, where a buyer has no idea where their ads will actually end up, done right programmatic advertising is one of the most revolutionary approaches for marketing and advertising in today’s world. Programmatic advertising is on the rise, and we certainly don’t expect it to slow down.

Is Every Campaign a Back-To-School Campaign?

Does it seem like every campaign lately is a back to school campaign? You’re not imagining it – marketers, especially digital advertisers, have shifted their campaigns to leverage the rise of back-to-school shopping, and the result is that almost any campaign online these days is a back-to-school sale.

As parents across the country rejoice at the start of the new school year and struggle to adjust their kids back to the known routine, digital advertisers across the country are eagerly prepping back to school sales in the hopes of maximizing revenue and increasing brand awareness and loyalty.

While the school year only officially opened now, back-to-school campaigns have been spotted online as early as July 11th – almost a week later from the previous year and a month later than 2014. The shift in launch of back to school campaigns is likely due to the fact that digital advertisers want to create a sense of urgency – something that can’t be done two almost two months before the start of the new school year – while bringing a much needed boost to sales after disappointing holiday seasons and summer shopping.

In the past, back-to-school campaigns were largely focused on in-store purchases, however a recent study by the National Retail Federation reveled that online back-to-school shopping is increasing in popularity, with over 34% of parents reporting that they will make their purchases online this year.  The study further indicated that of those making their purchases online, 2 out of 3 parents would buy more than what was required of them on the school supply list – this is perhaps the largest reason that brands that operate outside of the back-to-school sphere have bumped up their digital advertising campaigns and found a way to connect their product to back-to-school needs of families.

As digital advertising is increasingly focused on mobile devices, it should come as no surprise that this year, more and more parents will make their back to school purchases directly from their mobile phones. The Rubicon Project back to school survey revealed that 60% of parents plan on purchasing as least one item on their mobile devices, and 30% reported that over a fourth of their purchases will be made on mobile devices.

Considering the increased reliance on digital devices for back to school shopping, coupled with the latest news from eMarketer that back-to-school sales are expected to go up by 2.6% this year in comparison to 2015, it’s no wonder that digital advertisers are doing all they can to leverage this latest shopping season to increase sales and maximize revenue generation.

Programmatic Advertising and your Marketing Budget

Programmatic advertising is the fastest growing industry in marketing these days, with over two thirds of all display advertising spending being allocated to programmatic advertising technology.  This increased reliance on programmatic advertising is on an upwards climb (in fact, the 2016 spending estimate of $22.10 billion is a 39.7% increase from 2015!) and it doesn’t look like that is going to change anytime soon – so what does this mean for advertisers and marketers looking to plan ahead for 2017?

For starters, it means that companies that do not use programmatic advertising in order to optimize campaigns, improve ROI and hyper target potential customers will have to start using programmatic tools if they want to stay relevant in 2017.  With the world shifting towards programmatic advertising, companies that do not automate media buying will risk being left behind and having ineffective campaigns.

A rise in the use of programmatic advertising also means that even smaller companies without big advertising teams can now compete with the big brands thanks to automated tools – so the competition is going to get harder!

That means that in addition to spending more money on the programmatic ad buys, companies will have to ensure their campaigns are that much more appealing in order to stand out and gain traction. To do that, companies will have to invest even more in copy writing, graphic design and development of high quality converting campaigns.

The main advantage of programmatic advertising is the clear shift in the direction of ROI-focused advertising. If up until now advertising campaigns were focused on awareness, the ability to optimize campaigns and reach a more relevant audience thanks to programmatic tools means that companies will be shifting their focus back to what matters – results and ROI.  Since programmatic advertising includes the ability to monitor ROI accurately, it has altered the way budgets are managed in order to put the focus back on gaining a return on investments.

As programmatic advertising tools improve and technology advances, programmatic advertising will continue to rise in popularity and as a result, bite a bigger chunk of digital advertising budgets in years to come – the good news is that programmatic tools tend to deliver better ‘bang for their buck’ making it money well spent!

Top 5 Advertising Trends for 2016

Even though 2016 is almost over, that doesn’t mean its too late to change your advertising strategy and implement some of the hottest trends in digital advertising.  Plus, it’s not too early to start thinking about your 2017 strategy, and if you don’t want to fall behind, you have to make sure you 2016 trends are on point!

So what trends can you not afford to forego?

#1 – Start incorporating Video’s

The first (and what some may call most important) trend of 2016 is the use of video for digital advertising. A Cisco report concluded that by 2018, 69% of all Internet traffic will be video based. Companies that want to stay ahead and reach out to a captive and ready audience must incorporate video in their digital advertising campaigns.  With digital ad spending on video only increasing, video advertising is one trend advertisers cannot afford to go without.

#2– Mobile Everything

Since the introduction of smartphones, the rise in the use of mobile devices has stunned even the most optimistic analysts. Already in 2014, mobile use surpassed desktop, and by 2015, 51% of the time adults spent with digital devices was spent on a mobile phone.  As digital advertisers begin planning upcoming campaigns, it is important to plan them for mobile devices and only then for desktop, as opposed to the other way around. If your target audience is on the mobile device, it isn’t the mobile campaigns that need to be optimized from desktop ones, but the other way around.

#3– The rise of Gamified Apps

If Pokemon Go taught us anything, it’s that consumers are willing to go above and beyond for something they find engaging and entertaining (just think about the guy who lost 28 pounds in 20 days). Since games have yet to be exploited in terms of advertisement, it is an excellent place for digital advertisers to focus if they want to tap into a captive audience that has shown willingness to go above and beyond for points (or pokemon).

#4 – Programmatic Advertising

Improvements in technology and increased competition has led to nearly two thirds of all display advertising being purchased through programmatic software and tools.  As a digital advertiser, it is important to stay ahead of the competition – and that means finding a programmatic advertising solution that works for you!

#5 – Humanize Your Brand

As machines begin buying ads and consumers grow weary of traditional advertisements, brands have begun turning to storytelling and human connections in order to build a brand identity that consumers want to connect with. Today, consumers don’t just buy a product – they buy a story, a vision and a piece of something they want to be connected to. For a digital advertising strategy to succeed, brands must humanize their story and make it easier for consumers to connect to them.

Top 7 Events For Online Advertising Professionals in 2016

 

The advertising industry is rapidly changing with the evolution of programmatic advertising, augmented reality, hyper-targeting and other technological advancements. In order to stay relevant, it’s important to keep up to date on trends and future predictions – and there is no better way to do that than by attending a conference.

A quick Internet search reveals dozens, if not hundreds, of conferences in the advertising industry. Unfortunately, not all of them are all they are cracked up to be, and many of them invested more in their marketing campaigns than the quality of their speakers and panels. When examining trade conferences, it is important to study the conference agenda, consider the conference attendees and their qualifications and ensure you have the relevant background knowledge in order to get the most out of your conference experience

Even among the interesting ones, not all are relevant for digital advertising professionals. That is why we compiled a list of the top 7 digital advertising conferences for Q3 and Q4 of 2016.

LeadsCon – August 22-24, 2016, New York

LeadsCon has established itself as one of the leading performance marketing conferences, and for good reason.  LeadsCon focuses on lead generation tactics and direct response marketing and draws in international leaders in digital advertising.  The 2016 LeadsCon New York will take place alongside B2B LeadsCon, the only summit geared exclusively towards B2B lead generation, lead acquisition, nurturing and conversion. The two conferences together make it the place to be for digital advertisers this upcoming August.

 

Why should you attend? Not only are these two stellar conferences taking place in one convenient location, this year will also feature a pre-event summit by Path2Conversion that will offer critical tools to optimizing advertising campaigns and improving strategies.  If you’re in the business of digital advertising, and care about converting leads (and don’t we all!), you won’t want to miss LeadsCon.

DMEXCO – September 14th and 15th, Cologne, Germany

Another ‘must attend events’ for digital advertising professionals is the 2016 Digital Marketing Exposition and Conference (or DMEXCO).  For years DMEXCO has established itself as one of the leading conferences for digital marketers interested in global connectivity and innovation. The conference, which drew in over 43,000 attendees, 881 exhibitors and 500 speakers in 2015, is a keynote place to explore the latest disruptive trends in digital advertising.

The 2016 conference is right around the corner and the anticipation of digital marketers is steadily increasing. Jack Dorsey, CEO of Twitter, Sridhar Ramaswamy, SVP Ads and Commerce at Google and Chris Cox, CPO of Facebook are just a few of the speakers that will attend the conference and share their insight on upcoming digital marketing trends, new disruptive technologies to consider and other advancements in the digital marketing world.

So why should you attend? If you are looking to retain market share or grow in your industry, you need to know what trends to follow and what disruptive technology you will need to adapt. Attending the 2016 DMEXCO is a great way to get all of that information sooner rather than later. Plus, Adclarity, one of the leading Media Intelligence Solutions available for digital marketers, will be attending the conference (and we hear they give great perks for conference attendees).

Interested to Know more about your Online Advertising Competitors – Book a Meeting with Adclarity Team during the DMEXCO conference 

RACE Expo, October 7th, Moscow

The 2016 Fifth International Affiliate meet up is shaping up to be one of the most interesting places for digital advertisers to be in 2016. The conference will serve as a hub for digital marketing experts, particularly those in the affiliate marketing world. Whether in the financial trading industry, online gaming, marketing automation or lead generation, this conference is on route towards becoming one of the most appealing ones, particularly for digital advertisers who are results oriented and focus on conversions, CPA’s and CPL’s.

Why attend Race? Race will bring together affiliate program owners and partners alongside digital advertisers, media planners and account managers from large agencies and production studios that are actively seeking tools that will help optimize and atomize digital advertising campaigns in order to increase effectiveness and share their knowledge in a welcoming environment.

PubCon, October 11-13, Las Vegas

PubCon, named as one of the top conferences for growing businesses and must-attend conferences by Forbes, earned it’s place at the list of conferences digital advertisers must attend in 2016.

PubCon is a digital marketing conference focusing on digital advertising with outlook to future trends. PubCon has long established itself as a leader in cutting-edge discussion with provocative topics and world famous keynote speakers which this year include Debra Jasper, Scott Stratten, Gary Illyes and more.

So why should you attend PubCon? In addition to featuring dynamic speakers and showcasing the latest technological trends, PubCo has serves as the launching ground for many products by international enterprises such as Google, Microsoft, Twitter and more, making it all the more exciting to attend (you never know what product or new tool you’ll get to hear about first!)

New Video Frontiers – October 19-20, London

The New Video Frontier conference earns a respectable place in our list of top digital advertising conferences to attend because this is the place to be for all things video (and we all know that video advertising is the hottest thing right now in digital advertising).

The New Video Frontiers conference brought over 500 industry leaders from around the world in 2015, and it is expected to shatter those numbers in 2016 thanks to the rise of dependency on video advertising across social media and search engines. The 2016 conference will focus on programmatic TV and monetization of mobile advertising as well as outsteam opportunities and virtual reality – all hot topics for anyone in digital advertising.

So why should you attend? Because video advertising is on the rise, and if you want to continue to hold your market share or grow your business, you will have to get on the video advertising bandwagon.

Casual Connect – November 1-3, Tel Aviv

Casual Connect, the annual Casual Games Association conference, is going to take place this year in the bustling heart of Tel Aviv. The conference, which takes place 4 times a year (in San Francisco, Amsterdam and Singapore) is geared towards leaders in the gaming industry and draws in over 1600 participants from over 35 countries to each event.  The Tel Aviv conference will focus on the interconnectivity of new media and business, making the center of the Start-Up Nation the perfect place to host the meeting.

Why should you attend? Aside from taking place in a hot location (Tel Aviv tops travel lists almost every year), the 2016 Casual Connect meet up will include over 700 companies and over 100 international speakers including Robert Antokol (Founder and CEO of Playtika, Diamond sponsor of the conference), Sean Ryan (VP Platform Partnerships at Facebook), Iky Sandor (Partner Development Manager at Google Play) and many others.

Affiliate World Conferences – December 5-6, 2016, Bangkok

The Affiliate World Conferences Asia is one of the premium digital advertising conferences, bringing visionaries and global leaders in affiliate marketing together under one roof. This year keynote speakers Christian Rudder (Founder and President of OkCupid) and Alexander Willemsen (Affiliate Expert and Founder of Scito Media) will focus on new trends in digital marketing and the direction affiliate marketing and advertising is going in.

Why should you attend? Aside from visiting Bangkok in December, the Affiliate World Conference will be a great opportunity to explore trends and advertising in affiliate marketing from global affiliate leaders, discover new tools and gain insight into future trends.

 

How Advertising Technology Changed the Real Estate World

Real estate, at it’s core, is an offline business; homes cannot be shipped in convenient sized boxes and photos can never do an apartment justice or truly showcase the tiny flaws that a cameraman can expertly hide.

As a result, the real estate industry has been one of the slowest ones to adopt digital advertising, making it one of the most interesting industries to watch in the upcoming years. The most recent housing crisis has challenged the real-estate industry and caused many realtors and brokerages to drastically alter their marketing and advertising strategies in order to stay current with the times.

Until 2006, the real estate world depended heavily on print advertisements in newspapers, with 26.8% of the $17.3 billion generated by newspaper advertisements being attributed to real estate advertisements.

The rise of smartphones and high speed internet alongside digital advertisement channels has cause real-estate professionals to shift their advertising strategies in order to have a strong presence where their consumers spend most of their day – on search engines, on their smartphones and on social media channels.

As a result, the real-estate world, a no-tech one in it’s offering, now relies on technology and digital advertising in order to succeed.

Are There Any Realtors Left?

One of the most notable changes caused by technology is the change in the position of the realtor.  In New York City alone, there were 27,000 real estate agents in 2015 and roughly 13,000 contracts were closed through agents. What that means is that more than half of the real estate agents didn’t close a single deal in the entire year (it might even be more since some agents may have closed multiple deals).

Despite the decline in contracts closed by agents, the number of listings is on the rise, as are marketplaces for real estate listings. Consumer real estate is now dominated by marketplace giants with strong online presence and powerful communicates.  As the internet rose in popularity, internet portals such as AOL Real Estate, MSN House & Home etc paved the way for marketplaces.

Today. sites such as Zillow, Trulia and Realtor.com have risen in popularity in recent years with Zillow leading the bunch with over 4 billion digital impressions in the past six months alone.

Does this mean that realtors are disappearing? Not exactly – it means that they are shifting from being the guarders of information to being the leaders in data sharing – meaning that they are turning to online marketplaces to communicate directly with their consumer rather than rely on independent and local advertisements.

A recent study reveled that 87% of homeowners gather information from online sources prior to making a purchase, and 33% report that they first saw the home they purchased online.  Therefore, in order for realtors to stay relevant, they need to operate in the digital world where their clients are.

Where Can Real Estate Go?

As technology advances and consumers increasingly depend on the Internet, so will their need for real estate solutions online. New companies are bridging the gab between real estate needs and consumer demands, and as time moves on, advertisers in the real estate industry will need to adjust their strategies in order to stay relevant.

As smartphones and IoT devices increase in popularity, consumers will demand their real estate related activities be as connected as the rest of their lives. As mobile ad spending is expected to exceed $100 billion worldwide in 2016 (surpassing all other digital ad expenditures), real estate professionals will have to increasingly depend on mobile advertisements in order to retain market share and continue securing new listings and clients.

The rise of video and 3D imaging will also likely alter the face of the real estate market. Instead of mistrusting photos, scheduling a viewing, taking time off work and going to see a listing, prospective renters and buyers will be able to tour properties from afar, making the entire process seamlessly digital.

Real estate professionals that do not invest heavily in mobile advertisements will have to shift their advertising strategies in the upcoming years in order to meet their clients where they are, or risk dying out. Part of the shift will have to include an increased reliance on search engine optimization (SEO) and search efficiency in order to ensure visibility online.  The best way to understand your target audience needs and expectations is by examining competitors, and thanks to programmatic ad tools and advertisement intelligence tools (such as our very own Ad Clarity) it is possible to understand the publishers, mediators and types of creative that are trending in the real estate world.

An increasing number of realtors, brokers and other real-estate professionals are using an array of digital devices not just for promoting listings, but to communicate with potential clients and follow up on important documents. As fart as technological advancement is concerned, real-estate professionals can expect an influx of technological developments, particularly for mobile devices, that they will have to adapt to or be left behind.

Ultimately, as information becomes more available and data is shared digitally, the real estate market will have to step away from paper and accept digital communication. From electric signatures on digital documents to mobile rent payments and interaction with 3rd party vendors, the real-estate market has a long way to go where technology is concerned.