The world of advertising is one of the sectors that has experienced one of the highest growth and changes in the last decade. With the rapid advancement of technology, we have developed new tools to design new formats and to open a wide range of possibilities in all channels.
This evolution can be clearly seen in five specific events:

1. Change in the definition of brand
If we listen to talk to marketers and brand managers, we realize that words are no longer used as “available” or “impressions” to indicate the success of a campaign. Now he points to “talk” or “commitment” to the fans.
10 years ago, consumers had no sense of ownership of the brands that do have today. Currently, they are the ones who decide what products reach their lives to stay and what not. This makes brands should think more carefully about how to achieve true customer loyalty.

2. Mobile Consumers
Now the consumer is in constant motion and agencies have had to learn to deal with a population “mobile”. Smartphones have become the key to consumer information: knowing how to communicate in social networks and how they buy so online, etc. In this sense, it is interesting to note that currently use Mobile represents more than 25% of total traffic and that only during the first half of this year visits from mobile devices has increased by 70% (Smartphones) and 32% (Tablets) compared with the same period last year.

3. Boom Video
Until recently, the trend among users when they encountered video advertising was counting the seconds remaining until they can skip commercials. Currently, this is modified. Companies produce quality videos, made in high definition that people want to see and share.

4. Use of Information
The use of consumer data to better target advertising messages has made a targeted advertising that is of interest to develop. The brands have information on the behavior and buying habits of consumers are helped to understand what works and what does not in their campaigns.

5. And now what?
Being so recent, it is not possible to anticipate the effects these changes will have on the industry. If we add that user behavior is otherwise unstable, uncertainty becomes much stronger. Against this background, the experts recommend voices it is convenient to implement a model of return on investment with a much shorter period than is currently handled.

Source: http://bit.ly/1sDkfhR