Lori Senecal on Current Trends in Advertising


Advertising trends constantly change, depending in part on current technology and the devices that remain the most popular for the general public. As an expert on marketing and advertising methods that truly work, Lori Senecal discusses some of the recent advertising trends and how these can help you in your business endeavors.

Mobile Advertising is Exploding

Almost everyone has a smartphone, and many individuals rely on them for shopping on a daily basis. While revenue from desktop advertising is down substantially in recent years, revenue from mobile advertising is consistently on the rise. In 2015, revenue from internet advertising hit a whopping $60 billion, but only a tiny portion of that came from desktop advertising. The overwhelming majority of today’s internet advertising revenue comes through the use of mobile devices. Reports show that the majority of people today spend as much as 25% of their time on their mobile device, making this a huge source of advertising revenue for businesses everywhere.

Facebook and Google Rule the Day

Whether you are a personal fan of Facebook or not, there’s no denying that the advertising revenue it can generate is astronomical. In just one year, from 2014 to 2015, Facebook’s advertising revenue increased by nearly 60% and, as discussed in point number one, most of this was accessed via mobile devices. Google is also seeing huge jumps in revenue, experiencing an almost 20% increase in the same time period. This means that just Facebook and Google alone controlled an astronomical 76% of advertising growth in this short period of time, meaning if businesses were not participating in using these tools to their advantage, they were majorly missing out on vital revenue.

Ad Blocking

The above-mentioned points bring up an interesting challenge for today’s business owners, however. Recent surveys of avid internet users show that 92% are using software to block internet ads or would consider using such software in the future. At the very least, well over half of internet users are bothered by online ads and choose to ignore them or block them entirely. Additionally, most online ads today for designed in a way that the user has to physically click on the ad to enable sound, making it easier for internet users to ignore these ads and for businesses to miss out on much-needed exposure.

Preferences for Shorter Ads

There’s no secret that people today are busy and prefer not to be bothered by long, drawn-out ads. This is especially true when it comes to advertising on a mobile device platform. Generally speaking, people are busy with a specific activity when they’re on their mobile device, and when ads are required, they want to see the ad and quickly get back to what they were doing. Some of the most successful ad campaigns targeted at mobile devices were very short videos used by Universal Pictures, Spotify, and Snapchat, some of which generated well over 14 million views. The key to their success was that the ads were kept short so they didn’t lose the attention span of the viewers.

Mobile Ads for All Ages

Recent reports have stated that the number of millennials using social media outlets such as Facebook has actually declined of late, causing some business owners to feel that advertising on these platforms is futile. However, this is not the case at all. With such a huge chunk of advertising revenue coming through Facebook, it is a vital source of advertising and well worth the time and effort spent in learning the techniques necessary to do well in advertising there. Facebook, Instagram, and Snapchat remain the most commonly used platforms by millennials by far, and this is an avenue of advertising that business owners will not want to miss out on.

Marketing Via Chat

Marketing research is also indicating that advertising through messaging and chat features is an up and coming way to garner more attention as well. Current trends allow for online shoppers to receive updates immediately right in their Facebook Messenger app. This feature can then later be used to send previous customers product updates, information on sales, product specials and so much more. It’s like having a one-on-one conversation with past customers, turning them into repeat customers, a move that can be very lucrative for business owners.

Use of Real People

As a general rule, shoppers don’t necessarily connect with famous people. While the use of celebrities in advertising is not something that will likely go away anytime soon, some of the most successful ads are those that use real people that the average shopper can relate to on a personal level. Once the potential customer makes that intimate connection with the person in the ad, they are much more likely to be completely sold on the product. In a similar vein, ads that play to people’s emotions and sentiments are highly effective as well.

About Lori Senecal

Ms. Lori Senecal currently serves as CEO for Crispin Porter & Bogusky, LLC, and has served in this capacity since March 2015. Lori has a long career in the world of advertising, having previously worked as CEO of MDC Partner Network.

Senecal has been the mastermind behind several new advertising approaches that have proven to be extremely successful for businesses and corporations. She has also held leadership positions in areas such as innovation, strategic planning, and account leadership. In addition to her many job titles within advertising firms, Lori Senecal has also been a Director the Advertising Council since 2015 and has been honored on a number of occasions for her achievements in her area of expertise.

Seen perhaps as a bit shy and reserved, Lori Senecal pushes the boundaries of typical mold of the modern business woman with a powerful presence. However, she has proven herself to be a complex individual full of ingenuity and skill when it comes to putting forth the advertising practices that are most effective in today’s technology driven world. She continues to garner respect for her advanced accomplishments and remains a force to be reckoned with in the advertising arena.


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