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5 Advertising Trends to Look Out for in 2018

As we enter the final quarter of 2017, we’re already thinking about how to best advise our clients in 2018. That means getting ahead of the coming year's advertising and marketing trends and ensuring you're prepared for the changes that you can expect in these industries. Read on to find out about the top five trends in 2017 that are predicted to continue into 2018 and beyond.

1. Omnichannel Marketing

The trend for omnichannel marketing is expected to remain important in 2018. This means spending your advertising budget on multiple formats in order to reach consumers from different angles, raising awareness and creating familiarity by appearing in various parts of their daily lives. The most effective omnichannel campaigns use a combination of digital and traditional media. The former reaches the consumer on a platform where they are focused and engaged, while the latter gives your message more legitimacy.

2. Streaming Replaces Radio

Thanks to services such as Spotify, Pandora, Podcasts and Apple Music, radio is no longer the powerful advertising platform it once was. Instead, music fans are flocking to streaming platforms to get a more personalized experience. However, this trend depends very much on the demographic you're planning to reach. Radio is still a major source of news and entertainment for the older generations, and for business people and families who listen to it while driving to work or school each day.

3. Diversification of Content

The days when you could reach a huge portion of your target demographic with just one print or TV ad are over. Now, with the ever-increasing number of entertainment choices for the consumer, advertisers have to spread the net wider to reach the same number of people. This might make advertising campaigns more complicated, but there are some benefits. For example, by advertising through more niche media outlets, you can appeal to their audience directly with more relevant adverts.

4. TV Sponsorship

Something that is being seen more and more of on TV is sponsorship in many different forms. Not only are brands sponsoring TV shows, but they're also partnering with their creative teams to insert the brand into the show itself. Recent examples include Toyota offering the finalists a car on NBC's "The Voice" or FinnAir and Visit Finland taking the stars of ABC's "The Bachelor" on a series of picturesque dates in Finland. Sponsorship has a huge impact on brand awareness and allows the consumer to engage with the message without feeling they're being advertised to.

5. Storytelling

"Storytelling" is a keyword in digital marketing, but it can also be instrumental to the success of print advertising. For example, an advertorial is an ideal opportunity to use the technique, giving readers an insight into the history and values of a brand. As readers of print publications are already open to discovering an interesting story that connect with, they are in fact the perfect audience for the strategy that so many brands have successfully used online to create stronger engagement and customer loyalty.

These are just a few of the major themes predicted for the advertising industry to be focusing on in 2018. Now is the time to get ahead of the trends and start thinking about how you will capitalize on the changes that are set to create new opportunities for advertisers.