Some trends have been obvious for years, like the rise of video as online medium for display advertising and the importance of mobile ad device. In this paragraph, a few other trends are discussed, including bigger, richer and more functional ads, the rise of ad blockers and the trend of increasing relevance of display advertising and the way in which ad space is bought using programmatic real-time bidding.
Bigger, richer & more functional ads
The trend towards bigger display ads has already been discussed. Each day, new ways to get the attention of users are discovered in the form of homepage take-overs (where the entire homepage of a website is dominated by the advertiser), page peelers and more.
The rise of YouTube also started the development of video display adds. Online video proved a much richer medium. However it has also led several advertisers to re-using their TV commercials for online display forgetting that a user usually can click away after 5 to 7 seconds (missing the key message of the 20-second TV commercial).
The display ads are nearly becoming full fledge applications. Hewlett Packard introduced the first interactive banner in 1996, allowing the user to play Ping Pong in the banner itself. Since then, banners have become more interactive allowing users for example to configure their car while inside a display advertisement.
However, in the end, most of the bigger, richer and more functional display ads only tend to irritate users more. Causing the rise of the ad blockers.
The rise of ad blockers
Ad blockers are small software programs which can be added to (mobile) browsers and which remove advertisements from the pages the user sees. Ad blockers do not only suppress ads, in many cases they also remove the code with which advertisements are retrieved and with which data is collected. As a result, the user becomes nearly invisible to the publisher advertising networks and advertisers.