10 Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers - eMarketer
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10 Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers

eMarketer Report

By: eMarketer

Published: December 11, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

For a hard-working marketer, what would the holiday season be without predictions about trends in ad transparency, generational targeting and blockchain? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.

    "True, the pace of change is quicker in the digital age than in prior eras. But a lot of important change is still more incremental than overnight. For instance, it took half a decade after the introduction of the iPhone before even half the US adult population had smartphones."

    Table of Contents

    Prediction No. 1: Social ad transparency will become a big deal, whether advertisers like it or not

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    Prediction No. 2: Voice search will become too widespread for marketers to ignore—or to get wrong

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    Prediction No. 3: Virtual reality will show some growth in 2018, but augmented reality will become mainstream

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    Prediction No. 4: 2018 will be the year Big Tech’s public image goes from clean to dirty—with political consequences

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    Prediction No. 5: Marketers will wake up to Amazon’s growing role in the advertising marketplace

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    Prediction No. 6: Hacks and breaches—plus a crucial new law—will finally start to change the privacy landscape

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    Prediction No. 7: For marketers, 2018 will be a breakout year in taking advantage of blockchain

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    Prediction No. 8: Digital video will go big ... and small

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    Prediction No. 9: Gains in online-to-offline data will lead to more localized mobile advertising

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    Prediction No. 10: The marketing world’s attention will shift to Gen Z (that is, away from millennials) at just the wrong time

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    Our Predictions from Last Year: How Did We Do?

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    8 charts are included in the full report:

    Prediction No. 1: Social ad transparency will become a big deal, whether advertisers like it or not

    Trustworthiness of Ads on Facebook, Twitter and Google in Light of the News that They Displayed Political Ads Originating from Russia According to US Internet Users, Nov 2017 (% of respondents)

    Prediction No. 2: Voice search will become too widespread for marketers to ignore—or to get wrong

    Ways in Which Smartphone Owners in the US vs. Worldwide Use Voice-Enabled Technology*, June 2017 (% of respondents)

    Prediction No. 3: Virtual reality will show some growth in 2018, but augmented reality will become mainstream

    Augmented Reality (AR) and Virtual Reality (VR) Hardware Revenues Worldwide, 2016-2025 (billions)

    Prediction No. 5: Marketers will wake up to Amazon’s growing role in the advertising marketplace

    Net US Digital Ad Revenues at Amazon, 2016-2019 (billions, % change and % of total US digital ad spending)

    Prediction No. 6: Hacks and breaches—plus a crucial new law—will finally start to change the privacy landscape

    Prediction No. 8: Digital video will go big ... and small

    Average Time Spent per Day with Major Media by US Adults, 2014-2019 (hrs:mins)

    US Over-the-Top (OTT) Video Service Users* and Connected TV Users**, 2017-2021 (millions and % of internet users)

    Prediction No. 10: The marketing world’s attention will shift to Gen Z (that is, away from millennials) at just the wrong time

    US Home Ownership Rates, by Age, Q2 2017 (% of population in each group)