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So at a recent Econsultancy event, it was no surprise to see that the Online Advertising table was one of the most popular and had some of the liveliest discussions. Hosted by Veronika Lugina, VP, Digital & Content, HSBC, client-side marketers there revealed some of the trends which will be driving their online advertising strategies in 2018, five of which are summarized below.

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Others said that their online advertising will include more branding content and thought-leadership pieces, and have fewer direct-selling ads. Some said that they struggled to get buy-in for these types of ads, though, as they do not improve their KPIs, such as click-through-rate.

 

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One of the first and most-agreed-upon trends discussed was that brands are going to stop relying so heavily on agencies in 2018 for media buying. Instead, participants said, marketing heads are now hiring online advertising experts to be part of the in-house team.

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