Angelyn McSwain works for California-based Flipboard,
as a senior brand strategist. Her primary role as a member of the Sales Strategy team is to develop marketing programs for advertisers that leverage content, creative and audience targeting through the lens of data-driven insights.
Throughout her career, Angelyn McSwain has held positions that focused on integrated and digital marketing. Below are three of the top digital advertising trends in 2018:
1.) Video: By 2019, video is projected to claim more than 80% of all web traffic and according to YouTube, mobile video consumption is doubling every year. The old standard: 15s and :30s have become less effective and as such, publishers will increase their focus on performance optimization, arriving at new best practices for video format, length, placement, as well as the platform.
2.) Brand Safety: 2017 saw several major brands take action in response to their ads appearing adjacent to objectionable content. Brand safety continues to be a concern for advertisers as they look to publishers to offer guaranteed safety measures that filter out controversial content and target ads away from sensitive subject matter.
3.) Big Data: Data continues to play an increasingly important role in advertising as marketers realize the potential of using data to predict user behaviors. These actionable insights increase efficiency by targeting the right audience at the right time with the right message. The combination of 1st party and 3rd party data allows brands to segment and target an audience with a degree of precision that makes media increasingly accountable to deliver on KPIs and brand objectives.
Throughout her career, Angelyn McSwain has held positions that focused on integrated and digital marketing. Below are three of the top digital advertising trends in 2018:
1.) Video: By 2019, video is projected to claim more than 80% of all web traffic and according to YouTube, mobile video consumption is doubling every year. The old standard: 15s and :30s have become less effective and as such, publishers will increase their focus on performance optimization, arriving at new best practices for video format, length, placement, as well as the platform.
2.) Brand Safety: 2017 saw several major brands take action in response to their ads appearing adjacent to objectionable content. Brand safety continues to be a concern for advertisers as they look to publishers to offer guaranteed safety measures that filter out controversial content and target ads away from sensitive subject matter.
3.) Big Data: Data continues to play an increasingly important role in advertising as marketers realize the potential of using data to predict user behaviors. These actionable insights increase efficiency by targeting the right audience at the right time with the right message. The combination of 1st party and 3rd party data allows brands to segment and target an audience with a degree of precision that makes media increasingly accountable to deliver on KPIs and brand objectives.
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