6 Paid Advertising Trends in 2023 to Stay Competitive

March 28th, 2023 by Marissa Maggio

Key Insights:

  • AI-generated copy allows marketers to generate effective messaging for their ads quickly and easily.
  • Automation lets marketers focus on testing ad variations and creative elements to determine which ads perform best.
  • Video ads are a powerful way to engage your target audience and drive conversions.
  • TikTok’s video-first allows marketers to create engaging, creative ads
  • OTT/CTV advertising offers a cost-effective alternative to TV advertising.
  • Marketers are turning to first-party data to power their advertising campaigns.

The world of paid advertising evolves constantly, with fresh trends and technologies popping up every year. By keeping your finger on the pulse of these trends, you’ll be able to supercharge your marketing efforts and get the best possible results for your clients. So, what can you expect from the world of paid advertising in 2023?

1. AI-Generated Ad Copy

Marketers use AI-generated copy to create effective messaging for their ads. AI copy tools have transformed the advertising landscape with features that even consider tone of voice and audience demographics to craft converting copy.

By providing these ads in minutes, AI-generated ad copy saves marketers time and effort — so they can focus on other aspects of their campaigns.

2. Creative Testing With the Rise of Automation

The rise of automation allows marketers to level up their campaigns by spending time on creative testing.

Focus on testing ad variations and creative elements to determine which ads perform best with their target audience. This allows for an improved return on investment for advertising campaigns.

3. Even More Video Ads Than You Ran Before

Engage your target audience and drive conversions with video ads. We have seen these types of ads get more engagement and have higher conversion rates.

High-performing video ad elements:

  • Grabbing attention in the first 3 seconds
  • Clear and concise messaging with a call to action
  • Emotional appeal
  • Length: 15-30 seconds for social media ads

There is a low-cost video solution that is attainable for all marketers — user-generated style videos. Marketers, or your clients, can create these videos at a relatively low cost compared to professionally produced videos.

User-generated style videos have an authentic, unscripted feel to them that helps to build credibility with the target audience. Test this strategy out on TikTok!

Influencer taking a photo with smartphone for social media

4. TikTok Advertising

TikTok has become one of the most popular social media platforms in the world, with over one billion monthly active users and with users spending an average of 95 minutes per day on the platform. Contrary to popular belief, the TikTok has a diverse audience, with users from all age groups, genders, and backgrounds. We recommend marketers consider this platform for advertising.

TikTok’s video-first approach allows marketers to create engaging, creative ads that showcase their products or services while connecting with their audience. TikTok’s user-generated content approach means that marketers can also take advantage of user-generated content and create campaigns that encourage online sharing.

Smartphone with tiktok app open on a phone

5. OTT/CTV Advertising

OTT refers to the delivery of video content over the internet, and CTV refers to the use of internet-connected devices to stream content on TV screens. Many viewers turn to OTT/CTV platforms to watch their favorite shows and movies rather than traditional cable TV.

OTT/CTV ads are typically less expensive to create, the cost of ad placement is generally lower, and marketers can target specific audience segments based on demographic information and user behavior. More importantly, marketers can optimize campaigns in real-time by tracking the campaign’s impressions, clicks, and conversion rate.

6. Targeting Using First-Party Data

As the digital world shifts towards privacy and data protection, the use of third-party cookies is becoming increasingly restricted, making it challenging for marketers to track user behavior and target their ads effectively.

Many digital marketing agencies in New Orleans turn to first-party data to power their advertising campaigns. First-party data refers to information collected directly from users, such as website usage data, purchase history, and demographic information. This type of data is becoming increasingly valuable as it allows marketers to target more effectively.

By using first-party data, marketers can tailor advertising to specific individuals based on their interests and preferences. Additionally, first-party data can increase the effectiveness of advertising campaigns through remarketing and uses of “lookalikes” of first-party data. Lookalike targeting, a common technique used in Meta Ads, uses first-party data to target users similar to existing customers.

Learn More About Paid Advertising From Our Advertising Firm in New Orleans

Marketers who stay on top of these latest trends will produce great campaign results in 2023; however, it’s important to remember that these trends are just a starting point. To truly succeed in paid advertising, marketers must constantly test and optimize their campaigns to ensure they get the best results for their business.

Staying informed of paid advertising trends ensures you have effective and efficient campaigns that deliver the best possible return on investment.

Contact our New Orleans digital marketing agency to learn more about paid advertising.