The Advertising Trends To Expect in 2021

Colin Barnard is the commercial director at Criteo ANZ. Here, he runs through the advertising trends we can expect in 2021.
There were many things about 2020 that no one could have predicted. From the global pandemic that completely changed our way of life to even the unlikely comeback of QR codes – the constant change of this year has forced advertisers to step back from their well-planned marketing strategies and adjust moment-by-moment.
Despite there being many unknowns, there are several trends impacting the current state of consumer behaviour and the advertising industry that help us predict what we’ll see next year and allow advertisers adjust accordingly.
As we count down the days until we can say “goodbye and good riddance” to 2020, it is comforting to look at how much we already know (and can prepare for) in 2021.
- Exponential eCommerce growth will continue
While eCommerce was already crucial for advertisers, this year’s quarantine lifestyle led to an influx of online shoppers. According to Criteo’s Post COVID-19 Consumer Survey, 2-in-5 Australians (40 per cent) discovered at least one form of eCommerce they want to continue using.
This increase is driven from both existing online shoppers buying more, as well as new online shoppers who have been pushed out of their “in-store comfort zone” due to necessity. These new digital shoppers represent a massive opportunity for advertisers to expand their existing audiences on digital channels.
- Advertisers will increase investments in digital advertising
Our Peak to Recovery Survey shows the majority of Australians (77 per cent) say they’re likely to keep purchasing from the new online stores they discovered during the pandemic. Given this, we can ascertain that advertisers will follow suit and invest more in online advertising.
To do this, advertisers will increase their spend across digital marketing channels such as virtual events, paid display, and content marketing. It is safe to assume that the number of advertisers who increase their digital spend will grow.
- Connected TV will become a marketing mainstay
Like the steady rise of ecommerce, the use of connected TV (CTV) and over-the-top (OTT) devices has been trending upward in recent years, but the pandemic has accelerated this growth and shown how vital it is for advertisers to engage consumers on these devices.
The bottom line for advertisers is that consumers are migrating to CTV and OTT – and advertisers need to meet them there. More people using CTV and OTT devices means more hours of content watched on those platforms. According to recent IAS research conducted in August, over 4-in-5 Australians (83 per cent) have access to a connected TV device, with 78 per cent increasing consumption of streaming content and 49 per cent signing up for a new service during the course of the year.
- Industry collaboration towards new identity solutions will kick into overdrive
2020 saw many advertisers focus on brand safety by taking a stand against platforms that failed to manage the spread of misinformation and hate speech by becoming more intentional with where they invest their advertising dollars. Brand and safety will stay front and centre with advertisers increasingly leveraging solutions that help them better control their ad placements to safeguard their brand’s image.
One of the paramount initiatives is the development and adoption of a future-proofed solution for online identity that isn’t reliant on cookies or large tech players with vested interests. This affects the entire industry – advertisers, publishers, AdTech partners, and consumers, so everyone is invested. In 2021, we’ll see more industry collaboration towards new identity solutions.
- In-store shopping experiences will become even more seamless.
While eCommerce trends took center stage in 2020, in-store shopping is still a priority for consumers, and thus will continue to be a focus for advertisers. Consumers are increasingly feeling more comfortable shopping in-store due to restrictions easing across the country.
What will change about the in-store shopping experience, beyond increased sanitation, is that it will be optimised for consumers to spend less time inside with features such as digital transactions, “buy online, pick up in store”, and cashier-less checkouts.
The key for leveraging these predictions in the new year will be to keep strategies nimble, leaving room to adapt to the unexpected. And while New Year’s Eve may look and feel different than it ever has before, there is a lot to look forward to in 2021, and I’m confident that advertisers will be able to stay strong and succeed, no matter what happens.
Latest News

Google Has “No Real Choice” But To Disable Search In Australia If Media Code Legislation Is Passed
If Google turns off search in Australia, B&T can no longer guarantee outright plagiarism of other media sites.

Cannes Lions Jury Has Highest Representation Of Women In Festival’s History
In arguably bad news for ladder, chainsaw and ute ads, Cannes now boasts it's biggest number of female judges.

Bush Heritage Honours Heroes Of Bush Conservation In Latest Campaign
Here's one of those nice stories B&T likes to run. Makes a refreshing change from our usual evil & gutter journalism.

Australian Open Controversy No Cause For Concern For Sponsors
Could Nick finally do the nation proud at this year's Oz Open? Or will he bow out early in a huffy tantrum as usual?

Get On The Beers: BrewDog To Gift Brewery To Mashd N Kutcher If They Chart In Triple J’s Hottest 100
As a warning, if you're unaware of the Mashd N Kutcher song then this story will make little to no sense.

TV Host Jimmy Kimmel Farewells Trump With Glorious Spoof Send-Off Video
Admit it, much like the Sizzler restaurant chain, Gangnam Style & chlamydia you're going to miss the Donald, aren't you?

Can’t Cook Pasta Al Dente? Barilla Now Has Spotify Playlists That’ll Help
With all due respect, surely the perfect tune to cook pasta al dente would have to be Joe Dolce's 'Shaddap Your Face'.

Outdoor Industry Launches First $3M Pro Bono Health Campaign For Department Of Health
B&T's always happy to report on the industry doing good. Except if it requires a financial donation on our part.

Facebook Launches Mardi Gras Parade Viewing Events Grants Program
It's mid-January & that means two things: abandoning all New Year resolutions & the start of Mardi Gras stories on B&T.

Zenith Appointed To SBS’ Performance Media Account
Surely this SBS news would be more appropriate in Flemish or Hungarian, yet, sadly, it's all in English, we're afraid.

IMG Wins Asian Television Award For NBL20 Grand Final Series
Admittedly, we're not huge basketball fans here at B&T. Although we always enjoyed OJ Simpson's movies.

Wunderman Thompson Launches Annual Future 100 Report
New report says immunity wellness, cloud gaming & micropreneurs are in & storming the Capital dressed as a viking's out.

Google Agrees To Pay For News Content In France
Google has agreed to pay for news content in France. Says snail recipes & hatred of the English will remain free.

Enigma Snares CHEP’s Emma Ashworth For Group Account Director Role
Sure, CHEP may be churning them out but everyone else in the industry is reeling them in. As you'll read here.

What It Takes To Help Build Brand Trust Online In 2021
Is online brand trust on your 2021 "must do" list? Move it above "office fridge clean out" with these expert tips.

Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]

BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.

Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.

Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]

Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.

Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.

Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.

2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.

Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.

David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.

Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.

Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.

Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.

Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.

Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.