5 Current Trends in the Advertising Industry 

Veronica Potyrala

Work From Home

While many companies shifted to working from home during the pandemic, this change in work environment might not be as temporary as it initially seemed. Advertising agencies are known for their unique and unconventional workspaces, but companies are evaluating whether the cost of renting and maintaining office space is worth it. For the most part, employers have found that flexible work schedules and environments don’t have a significant impact on employee productivity, so flexible and remote working arrangements will become more common. 

Data Privacy

Data privacy and security has been a huge concern in recent years with the increasing amount of data that brands collect from users. There have been many instances of user data being leaked or sold —most notably Facebook’s data leak scandal in 2018— causing a lot of mistrust in brands’ ability to keep personal data secure. Many companies have since emphasized transparency with privacy policies and cookie usage. According to professionals with experience in the advertising and tech industries, it’s likely that positions such as “Chief Privacy Officer” and related roles will be more prominent as more companies try to prove a commitment to protecting consumer data. 

Micro-Influencers

Everyone who uses social media is familiar with their favorite influencers having brand deals and promoting products to their several hundred thousand or million followers. However, brands have found that working with micro-influencers — creators who have a smaller but more specific following—  can be much more effective. Despite their smaller audience, micro-influencers are very influential because their followers tend to see them as more authentic and genuine. 

Streaming Services

In recent years, many people (especially younger audiences) have either completely moved to paid streaming services like Netflix, or at least use it in addition to traditional cable TV. Following the huge success of platforms like Netflix and Hulu, every company wants a piece of the pie. Users can now choose from Disney+, Prime Video, Apple TV+, Youtube TV, and a lot more. Now that viewers are able to directly watch content without ad breaks, advertisers are looking for new ways to reach their audience on those platforms. 

New Technology

As technology, such as artificial intelligence, becomes more commonplace in advertising, demand for skills like programming and coding is increasing. Many brands are also experimenting with virtual and augmented reality as new ways to engage and entice audiences.