The battle over online advertising is entering its fifth year.
And while the industry is still reeling from the impact of the recession, it’s not as bad as it used to be.
The ad industry is growing at an average of 7.5 percent a year, according to Kantar Media.
Advertising sales in the U.S. are forecast to reach $2.6 trillion by 2020, up from $2 trillion in 2015.
The industry is in the midst of a global digital advertising push that includes ads from Facebook, Google and others.
But what will the next decade hold for the ad industry?
What’s on the horizon?
In an effort to understand what’s ahead, the AdAge editorial team asked readers to rate the most effective ads and how they’re doing in the marketplace.
Read moreAdvertising is still in its infancy.
As the ad world matures, ad sales will increase by an average 6.2 percent a decade, but advertisers have yet to truly master digital advertising, said Jim Burch, a senior vice president at Kantar.
And as digital sales become increasingly automated, ad agencies and content owners are scrambling to stay ahead of the curve.
In the past few years, online ad sales have been on a meteoric rise.
They now represent a third of the total U.s. ad market, according the research firm Kantar, and are expected to grow to $3.1 trillion by 2019.
That’s a massive jump from just a few years ago, when they represented about 2 percent of total ad spending.
But in 2017, they were just a tiny fraction of total advertising spending.
“There’s an incredible opportunity for the online advertising industry to make significant inroads into the next few years,” Burch said.
“The ad market is still evolving, and the industry has yet to really master digital.
But we’re on the cusp of an incredible moment.”
A few of the ads that advertisers are looking to build a digital foothold onThe ads we’re interested in have been built on multiple levels.
The first is the content, said Tim Ries, a research analyst at Kantamar.
The company analyzes the value of a company’s social media presence and, based on that, sets out which ads to run on its channels.
For instance, a company might advertise to Instagram if it wants to reach more than 100 million people.
But it might want to run more targeted ads to Instagram users who have shared a specific photo with the company.
Ries noted that, as the technology for creating targeted ads evolves, advertisers will have to adapt to those changes.
The second level is the platform.
This is where the company is selling its digital ads.
For example, if a company wants to run an ad on a TV show, it could look at how its platform works, such as its ability to use data and the data it collects to optimize ads for specific audiences.
It also has to understand how the ad will be viewed, how it’ll be shared and how it will be monetized.
In addition, advertisers need to understand their target audience, Ries said.
And, because ads are so fragmented, there are a lot of variables that go into figuring out how a particular ad will make sense for each individual.
“It’s a big leap for an industry,” said Daniel J. Stuckey, a partner at advertising research firm Forrester, who noted that the ad landscape is still new.
“We have very little understanding of how it all works.”
One of the biggest changes coming will be how the companies that buy the advertising space respond to changes in the market.
A recent study from advertising research company Kantar found that the number of advertisers is growing quickly.
But that growth comes as the market is becoming more fragmented.
While the number and size of advertisers have grown in recent years, the number that advertisers actually spend has dropped, and it is a sign that advertisers need a new way to reach consumers.
“Advertisers are looking for a way to be competitive and get better value out of their ads, which is a much differentiator than it was 10 years ago,” Stuckeys said.
Ries also said the industry’s evolution is still far from complete.
While many advertisers are seeing success with targeted ads and digital content, there is still a long way to go before advertisers can truly make a dent in the overall ad market.
He added that digital advertising is still being built, and that the industry needs to take steps to be more agile and responsive to the changing ad market environment.
A growing digital audienceThe next generation of ad buyers is emerging, and they will likely have more than one focus.
Advertisers may be focused on building a digital presence, or they may be looking for new ways to monetize a product, he said.
But they may also be looking to reach a new demographic that has never been served before.
“In some ways, this is a new market,” Stuckers said.
AdAge’s Jana Giese said that