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6 Types of Advertising Brands Are Investing In This Year

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6 Types of Advertising Brands Are Investing In This Year


And just like that, another year is (almost) in the books. As marketers begin to map out their 2022 marketing plans, it’s the perfect time to dust off the crystal ball and predict what will shape the industry over the coming year.

There’s certainly a lot to consider — the continuing impact of the global pandemic, the massive shift to digital advertising, and the rise of platforms like TikTok — to name a few. Simply put, what worked for your marketing strategy in the past might not fly in 2022.

Ready to explore the future of marketing? Let’s look at all different types of advertising, and the 6 types brands are investing in this year.

1. Video Advertising

As marketers look for innovative ways to engage audiences, video has become an integral part of the conversation. Video advertising uses videos to promote products and services, educate or entertain consumers, and reach new audiences in an engaging way.

But let’s be honest — video isn’t a new, “up-and-coming” strategy. It’s here, and its impact is already undeniable. And with the popularity of video-related platforms like YouTube and TikTok, it remains a top priority for marketers.

2. Social Media Advertising

It’s hard to imagine any company successfully marketing its offerings today without a social media account. With over 4 billion people on social media, it’s easy to see why companies gravitate to this medium.

Social media advertising serves paid ads to your target audience on social media platforms like Twitter, Facebook, LinkedIn, and Instagram. Aside from its reach, it also offers a wealth of opportunities to boost brand awareness, generate and convert leads, and foster customer relationships.

Social media is also great for retargeting, which is the process of targeting audiences who have previously interacted with your website or social media. SharpSpring Ads is one retargeting platform that lets users recapture lost viewers by sending them targeted ads on Facebook, Twitter, and across the web.

3. Mobile Advertising

Digital advertising is all about meeting people where they are, and more often than not, they’re on their phones. In fact, as of July 2021, 56% of all web traffic came from mobile phones. If we jump back to 2011, this number was just over 6%.

Mobile advertising encompasses all forms of advertising on mobile devices — anything from banner ads and popups to SMS text messages. When done correctly, marketers can take their campaigns mobile to reach audiences exactly where they are.

4. Display Advertising

Display advertisements are mostly found along the top or sides of third-party websites. And due to their flashy style and placement, they aren’t exactly subtle. However, display ads can offer impressive reach, and they are easy to create and track in Google AdWords.

During a time where consumers want less intrusive ad experiences, it can be easy to write off display ads. Although it may take some trial-and-error, marketers can create effective displays ads while providing consumers a great experience. Plus, if the ads are enticing enough, they can build brand awareness and capture leads.

5. Print Advertising

When I think of print advertising, I picture the infamous poster of Rosie the Riveter, recruiting women for defense industries in World War II. While the ad industry has evolved since the 40s, print is still an effective and universally-used medium. It’s now migrated to the digital space, encompassing digital magazines, newspapers, and brochures, among others.

Unlike digital ads, print advertising is nearly impossible to track and analyze as accurately. However, many businesses have found innovative ways to incorporate print into digital ad campaigns.

6. Broadcast Advertising

Broadcast advertising uses TV and radio to promote products and services. TV ads, in particular, have a broad reach and can provide a more engaging, multi-sensory experience. But, these ads are expensive and the audience may avoid them (by clicking to another channel).

A cheaper alternative is radio, which plays spoken advertising spots between music and programs. It’s particularly powerful for local and regional advertising. But if you’re looking for national reach, podcast advertising is a similar method.

7. Native Advertising

Have you ever seen an advertisement on Instagram that looks exactly like a normal post from someone you’re following? That’s one example of native advertising.

Native ads often resemble the design, style, position, and functionality of the content around them. They’re undoubtedly harder to spot, but that’s actually a good thing. Because native ads naturally integrate with other content, they’re almost impossible to spot and skip — capturing three times more time and attention than other digital ads.

For example, you may run an ad campaign across TV, print, and social media to promote a new product launch. Regardless of the medium, the singular message is there — we have a new product, and we want you to know about it.

Types of Advertising Campaigns

Here are three main types of advertising campaigns:

1. Promotional Campaigns

Promotional campaigns focus on promoting products or services and building awareness in new markets or locations. In other words, the name of the game is customer acquisition. For example, you may run a Facebook campaign to promote an upcoming business event.

2. Engagement Campaigns

Engagement campaigns have a simple goal: provide enough value that people complete an action (make a purchase, sign up for an e-newsletter, download an eBook, etc.). It’s an excellent way to attract, retain, and, ultimately, convert leads and build brand awareness.

3. Advocacy or Retention Campaigns

We’ve all heard the statistic — it’s cheaper (and arguably easier) to retain customers than to convert new ones. This is why advocacy and retention campaigns are so important. These campaigns keep your business top-of-mind for your existing client white boosting repeat business long-term.

6 Types of Advertising Brands Are Investing In This Year

Ad spending in the US will surpass the $200 billion mark in 2022. Let’s find out where marketers are investing their time and money next year:

1. Short-Form Videos

Short-form videos are everywhere nowadays. In a 2021 HubSpot Blog poll of 1,000+ global marketing professionals, 85% of marketers ranked short-form videos as the most effective type of content in 2021. Additionally, 64% of marketers surveyed plan to invest their ad spend into video in 2022.

The popularity of short-form videos has continued to rise since the introduction of TikTok, and it has no signs of slowing down. Unlike its digital marketing counterparts, short-form video can create immersive experiences for users. They’re more “sticky,” shareable, and, in my opinion, way more addicting than other formats.

A variety of social media platforms have tried to emulate TikTok’s format. This creates a lot of ground for marketers to cover — from Stories on YouTube to Reels on Instagram. For marketers who have the budget for creating, producing, and editing video content — and the creativity to make engaging videos — the iron is hot for the striking.

2. TikTok and YouTube

Since short-form videos are skyrocketing in popularity, it only makes sense that video-sharing platforms are too.

Marketers are certainly setting their sights on YouTube and TikTok next year. In a 2021 HubSpot poll, 44% of marketers plan to leverage YouTube for the first time in 2022. And 61% of marketers plan to increase their investment in TikTok marketing in 2022.

When it comes to video marketing, YouTube has become the go-to destination for marketers. It now has over 1 billion active users, and is the second most popular website behind Google (which owns YouTube). All this to say, your audience is probably on there.

Then there’s TikTok. It’s climbed the ranks over the past few years, becoming the most downloaded app in 2020 and 2021, respectively. Not only is it the app of choice for Gen-Z’ers, but it’s also quickly growing in popularity among Millennials. The app has yet to plateau, so there’s still time to leverage it.

3. Live Video Streaming

Before the COVID pandemic, I’d never heard of Zoom. Now, I use the app a few times per week. Turns out I’m not alone — many marketers did experiments with live video in 2020 and realized its power as a customer acquisition and retention tool.

In terms of expenses, live video is typically more cost-effective than producing and editing an actual business video. Additionally, many social media platforms like Facebook and Twitter have live video capabilities, presenting a great opportunity to expand your reach.

We predict live video streaming will become a default for marketers moving forward. Whether that means refining your presentation skill or learning to engage views on stream, marketers will need to keep a pulse on best practices and industry standards in this space.

4. Conversational Marketing

Conversational marketing and chatbots are becoming commonplace online. In 2021, 47% of marketers report using bots for marketing efforts, up from 45% the year before — and this trend isn’t slowing down.

Here’s why we’re hedging our bets on conversational marketing in 2022 — first, chatbots are now much easier to use and add to websites. Second, AI powers many of these tools — which significantly impact (and improve) the way we connect with customers and manage leads.

Marketers should expect to see AI powering a growing number of customer support, ad targeting, campaign management, and automation tools. This leads to our next trend…

5. Marketing Automation

Odds are, you have at least one marketing automation tool in your wheelhouse — and we predict this number will grow in the next year.

76% of companies in 2021 report using automation. Of those that don’t, 26% plan on adopting automation in 2022.

The trend is clear — marketers are turning to automation to make their life easier. For instance, AdStage offers automation for scheduling and tracking digital ads — which frees up valuable time for other tasks.

When nearly 90% of agencies say their marketing automation strategy is successful, it’s clear why it’s here to stay.

6. Hybrid Events

Hybrid events occur both in-person and “virtually” through a streaming platform.

Engagement is what distinguishes a hybrid event from, say, a Ted talk on YouTube. Hybrid events cater to both in-personal and online attendees by using technology to spark participation between them. Virtual attendees can typically still ask questions (if applicable) and engage with presentations with no issues.

A report found that 93% of event professionals plan to invest in virtual events post-pandemic. That’s a staggering number, and we predict it will continue to rise.

Final Thoughts

Marketers are always learning to evolve in a world where consumer preferences are ever-changing. As we inch closer to 2022, it’s important to revisit the past year, pinpoint areas for improvement in your advertising efforts, and leverage emerging trends and shifts.

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Native video tops social media in brand awareness study

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Native video tops social media in brand awareness study


Native video ads have a greater impact than video ads on social and video platforms, a new study from Kantar reported. The Multichannel Brand Impact study measured video ad effectiveness for brand goals in native environments against other environments.

Favorability. Participants in the study gave a favorable rating 59% of the time when exposed to a native video ad. That number dropped to 50% on social platforms and 51% in a video platform environment.

Source: Kantar Context Lab/Taboola.

Awareness. 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad. This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness.

When native video was combined with social video ads, the awareness climbed to 49%.

Impact of native ads. Taboola, which sells content discovery and native advertising products, sponsored the study.

“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” said Taboola CEO and founder Adam Singolda, in a company release.

Read next: Taboola acquires Connexity

Why we care. Social media is where consumers receive word-of-mouth recommendations from family and friends. Still a potent source of brand impact for marketers. But social is also a highly contentious space for politics and other turnoffs. It’s not the ace in the hole it once was, and should be complemented with other native environments in a digital video campaign.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Worsening economy has more shoppers getting online info before making in-store purchases

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Worsening economy has more shoppers getting online info before making in-store purchases


Summer’s here and the shoppers are wary. Consumer spending increased in May, but only by 0.2%, according to the Bureau of Economic Analysis. This explains why 76% of U.S. shoppers are searching online for reviews and better prices before buying in store, according to a new Adobe Commerce study of sentiment among over 1,000 U.S. consumers. Also, when they’re in a store 60% are using their phone to look for better prices elsewhere.

Another sign of the slowing economy: 24% say they won’t be able to take advantage of big summer holiday sales because they have less discretionary money to spend due to inflation and the higher cost of goods. 

Read next: Adobe: Online prices were up only 2% in May

On the good news side: 76% of those planning to participate in summer sales say they’ll spend more or the same amount as last year. And the motivation varies — more than half (56%) of consumers say they save money by shopping on Prime Day and other sales events, while others want to get ahead of their seasonal holiday (32%) and back-to-school shopping (23%).

However, most of those who intend to buy don’t believe big retailers’ promises of deeper discounts because of overstocking. Almost 65% expect discounts to be smaller than last year. 

Other findings:

  • 61% said receiving personalized promotions or recommendations will make them more likely to make a purchase.
  • 43% said they are more likely to purchase from a retailer that offers buy now, pay later.
  • 72% want the online purchases delivered the same day or via two-day shipping.
  • 50% are now more likely to make retail purchases on their phones, 26% prefer in-store shopping and 24% prefer shopping via their computer
  • 57% search for and buy products online if they can’t find them in stores.
Categories for which consumers report using buy now, purchase later.

Why we care. Inflation and higher interest rates are, as expected, taking an increased toll on consumer spending. That makes marketing more important than ever, via activities like personalization and customer experience. That should also include offering payment options like buy now, pay later. People are used to putting everything on a credit card, but interest rates are making that less attractive to them.


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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog

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Freeing agile marketing from its software development roots


We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent articles, we covered the pieces in the first stop of the navigator, the Collaborative Planning Workshop.

Now we’re going to dive into the next stop on your agile marketing journey — the Launch Cycle. The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often. Within the Launch Cycle there are five key components — Marketing Backlog, Cycle Planning, Daily Huddle, Team Showcase and Team Improvement. If you’re familiar with the Scrum framework, there are a lot of similarities here — with a few different nuances to make it more applicable to marketers.

Building and managing an effective Marketing Backlog

Now, let’s dive into the Marketing Backlog and some tips and tricks for marketers to be most effective. 

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. 

This part of the framework is incredibly important and can have a major impact on how marketers work. First of all, there’s one shared place where all work lives. This avoids work happening “behind the scenes” that no one knows about.

In fact, one client that I worked with took all of the work that was already assigned to stakeholders, put it in a single backlog and realized that it would take five years to deliver! It’s with this level of transparency that teams and leaders can begin to visualize everything the team is doing and start to really understand what’s important and what may just be someone’s pet project.

There are many tools for managing your marketing backlog and they all have their pros and cons. The main thing to watch out for is ensuring that everyone on the team, as well as stakeholders have access. We want to build a transparent system.

If you’ve started with the Collaborative Planning Workshop, you’ve already begun to build out the Marketing Backlog. The items in your Minimally Viable Launch will go near the top, and other items will fall below. Work is never guaranteed until the team starts working on it, and even then sound business reasons could cause them to pivot, although that shouldn’t be the norm.

Prioritizing the backlog is one of the key responsibilities of the Marketing Owner. While they don’t do this in a vacuum and conversations with stakeholders are imperative, this role has the ultimate authority to decide what order the team will work on and which items won’t be considered (there are always way more good ideas than time).

The role of the Marketing Owner

The Marketing Owner needs to really understand the business value that each idea brings. Each marketing backlog should be thought of in terms of:

  • Level of effort it will take the team to complete (let’s face it — all things aren’t created equal. Building a Tesla may take longer than a base model Honda, so think through marketing ideas as well).
  • What value does it bring to customers? Joy? Satisfaction? Solves a problem? Addresses a cause?
  • What will the business gain from this idea, and how does it tie to business goals, KPIs and revenue?

Stakeholders, customers and team members should all be thinking about new ideas all of the time and everyone is invited to submit ideas to the backlog. However, it’s at the Marketing Owner’s discretion to decide which ideas will be worked on by the team and when.


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Work should never be directly assigned to a team member in agile marketing. It should be submitted to the backlog or discussed with the marketing owner as it needs to be visible and prioritized among everything else.

In agile marketing, backlog items should be used to test and learn and are thought of as micro-experiments, rather than large campaign blasts. 

While a backlog item may be for a post on Facebook, the team should be thinking in terms of testing elements, such as content. If the content is successful, similar content pieces would be on the backlog. However, if the content doesn’t perform well, the team would want to think of new backlog items with different content.


agile marketing workflow

Catch up on the Agile Marketing Navigator series!


The backlog may contain some business as usual items to keep the lights on, but the majority of items should be small, testable experiments that can quickly get to customers for real-time feedback.

If you haven’t started a marketing backlog yet, what are you waiting for?


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”



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