Summer is heating up, and so are the advertising trends shaping the industry. From navigating a cookieless future to tapping into immersive gaming experiences, the advertising landscape is buzzing with innovation and opportunity.
Let’s dive into what’s driving the future of advertising and how brands can stay ahead of the curve.
1. Metaverse advertising: a mixed bag of excitement and hesitation
The metaverse is no longer just a buzzword – it’s one of the most talked-about advertising trends today. While full-blown metaverse campaigns are still on the horizon, consumer sentiment is already shaping how brands approach this virtual frontier. Data from March 2022 shows that 33% of people are very or extremely interested in joining the metaverse, while only 15% have zero interest.
What do consumers want from this digital realm? Watching TV or films (51%), gaming (44%), browsing products (43%), and attending live events like concerts (41%) top the list. But not everyone’s sold – 40% cite a lack of interest, 39% prefer the real world, and 23% worry about data privacy and identity theft.
For brands, the takeaway is clear: metaverse advertising needs to spark curiosity and feel authentic. With consumers twice as likely to explore online than in real life, the metaverse offers a playground for creative campaigns – if advertisers can get the tone right.
2. Audio Ads: Turning Up the Volume on Brand Discovery
If you haven’t noticed, audio ads are making waves as one of the fastest-growing advertising trends this summer. Between Q1 2021 and Q1 2022, brand discovery spiked through podcasts (up 14%), music-streaming services (up 11%), and radio (up 9%). Even cinema ads saw a 12% jump, but audio’s dominance is undeniable.
Why the surge? Audio seamlessly fits into multitasking lives – consumers can listen while scrolling, working, or driving. This versatility makes audio ads a goldmine for advertisers looking to capture attention without competing for screen time. For brands, it’s time to crank up the volume and craft messages that resonate through sound alone.
3. In-Game Advertising: Breaking Into a Gamer’s World
Gaming isn’t just for players – it’s a treasure trove for advertisers, and in-game advertising is one of the hottest advertising trends right now. Console gamers are 22% more likely to buy brands they’ve seen advertised compared to the average consumer. In an era of fleeting attention spans, gaming’s immersive nature ensures high engagement – a rare win for brands.
But there’s a catch: game developers guard their creations fiercely, making intrinsic ads a delicate dance. Jonathon Troughton, CEO of Frameplay, shared at Advertising Week Europe that success lies in simplicity – think distinct visuals, minimal text, and playful designs that blend into the gaming experience. Done right, in-game advertising can turn virtual worlds into brand-building powerhouses.
4. The Cookieless Future: Uncertainty Meets Opportunity
Few advertising trends are as polarizing as the cookieless future. With Google phasing out third-party cookies, 71% of agency and brand execs are sweating over what’s next. The mantra “don’t wait for Google” is echoing across the industry as advertisers scramble for solutions.
Meanwhile, consumers are embracing privacy – 42% regularly clear their browsing history, 25% use private browsing, 22% decline cookies, and 20% rely on VPNs. A solid 32% are concerned about how companies handle their data online. For brands, this shift demands a rethink of targeted advertising. The future hinges on richer, privacy-first data – think third-party syndicated sources – to keep campaigns effective. The cookieless era may be murky, but it’s also a chance to innovate.
These advertising trends aren’t just fleeting fads – they’re signals of where the industry is headed. The metaverse offers untapped creative potential, audio ads amplify reach, in-game advertising captures engaged audiences, and the cookieless future forces smarter strategies. Together, they paint a picture of an advertising world that’s evolving fast, rewarding brands that adapt with bold, consumer-centric approaches.
As summer unfolds, keep these trends on your radar. Whether you’re a marketer, agency pro, or brand exec, now’s the time to experiment, refine, and lead the charge into advertising’s next chapter.
Hopefully the information that Smartcom Agency provides above can help you gain more useful marketing knowledge. Don’t forget to visit Smartcom’s website for weekly updates.
Source: Social Media Today
