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3 Marketing Trends to Keep an Eye on in 2019

What will be big in 2019? All year we’ve been following all the hot marketing trends, and we have some predictions ourselves. Here are the marketing trends we are keeping our eyes on in 2019.

Meredith Cunningham Published: January 15, 2019
3 Marketing Trends to Keep an Eye on in 2019 image

With 2018 in the rearview mirror, it’s time to look at the road ahead. What will be big in 2019? Here are our predictions. 

1. Location-Based Marketing

Burger King’s Whopper for a Penny campaign put the words “geofencing” and “competitive conquesting” front and center of national headlines in December 2018. Just mere days later, Snapchat announced that it is adding geofencing, retargeting, and lookalike audiences in order to help advertisers reach the most relevant audiences for their brand.

Meanwhile, back in July, Google CEO Sundar Pichai revealed that mobile searches for “near me” steadily rose in 2018, while searches for “open near me tonight” and “things to do tonight” have more than doubled, making location data more important than ever for marketers and advertisers to take advantage of.

Location-Based Marketing is going to be big in 2019 because, as our own Chris Fehrmann, Vice President of Digital Products, says, “Being able to target a location where a high concentration of customers will be located, then track their geolocation, post-ad exposure, to measure lift into a brick-and-mortar location is a game changer for local advertisers.”

2. Native Content

Native Ads, typically types of content such as a blog post or video, have a look and feel consistent with its distribution platform. Because the content matches its platform, it feels natural and not like an ad at all, providing value to the user and reaching them on a site they already interact with, making them a quality lead.  

“It’s all about user experience. It doesn’t feel like you’re interacting with an ad because you are, in fact, interacting with content. Whether it’s a quick recipe video, a top-10 listicle or a fun infographic, the content is providing value to audiences while increasing engagement for brands,” says Ben Sullivan, Manager of Digital Strategy at TEGNA.

Even better, numbers for native ads show that the tactic is on the rise, as consumers are more comfortable than ever in engaging with this type of content. eMarketer says that Native now makes up more than half of all digital display spending in the US.

3. Combining Forces: Linear & OTT

It’s easy to get caught up in all the OTT hype – and with good reason – it’s growing and it’s growing fast. The most recent IAB report found that the number of Connected TV (CTV) viewers grew to 182.6 million, equaling about 55 percent of the US population.

But that doesn’t mean it’s time to abandon Linear. While OTT is growing fast, Linear is still the best way to reach certain audiences as the VAB found that 73 percent of homes still subscribe to cable or mVPD and spend 81 percent of their viewing time with Linear.

Especially with Nielsen’s latest insights, it’s clear that the best way for a marketer to expand reach in 2019 is by creating an integrated approach that includes both Linear and OTT.

With such a wide reach, it’s hard to ignore how many customers you can capture by advertising through Linear and OTT. Learn how to place your ads alongside Linear and OTT with TEGNA.

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