Advertising trends that will shape 2017

To make the thought of planning for 2017 a little less stressful, we have researched and compiled a list of some marketing trends that we believe will emerge and evolve in the industry.


Marketing to Millennials

With 80% of millennials using their phone in-store and 74% of millennials willing to receive location-based mobile alerts, marketers have a tremendous opportunity to provide relevant offers to their customers directly on their phones. For example, Target’s rewards app presents special offers to customers as they walk through their stores’ various departments. With advancements in beacon technology, marketers can place precisely relevant offers directly in the hands of their customers.

Invest in Programmatic Advertising

The use of programmatic ads isn’t just growing on the video side, it’s now representing a larger portion of the overall advertising market. Programmatic advertising continues to grow faster than content of audience-based advertising, capturing 50% of all spending in display advertising. Mobile programmatic spend is also increasing drastically, moving from 43% of total programmatic spend in 2014 to 69% in 2016. DMA Board Member and CEO of MediaMath Joe Zawadzki said greater adoption of a programmatic-first approach is all about “delivering a more seamless, relevant user experience that drives true outcome-based results.”

Purpose-driven marketing

Creating the right content is more important than ever. Brand needs to invest in authentic and real content as opposed to sales driven content. What’s your why? Why do you create your content? Does it have a real impact on your customers and prospects? Is there a deeper purpose behind what you do, instead of just creating content as part of your sales and marketing machine?

More Audio/Video Content, Less Text

There are two content kings that will continue to prosper in 2017: video and audio. The ongoing trend of creating innovative, attention grabbing content will continue to be powerful because today’s customers want fast, easy to consume information. Videos and audios can quickly communicate a brand story and value proposition while building relationships with the viewers.

We hope that our insight into the future trends will help you prepare your marketing strategy to be an early success. Though trying to stay on top of all of these trends is overwhelming, try to see if a handful of these can make a difference in your strategy. If you need further assistance in guiding your strategy to align with these trends, feel free to reach out to our team.


Gizelle Burke Account Director

Gizelle is a Benoni born, ex-cheerleader, turned marathon runner, with a passion for psychology and a penchant for ‘ops’. She lives in Stellenbosch with her husband Conrad and three children: John, Amelie and Isa. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters.

GIZELLE Service with a smile...

She always goes the extra mile!

Mobile : +27 84 581 9836 | Office: +27 21 880 2701 | Email:

Adri Van Der Westhuizen Founder/ Director

Adri is a Namibian, fashion aficionado-over-achiever with an entrepreneurial spirit and a passion for brand marketing. Previous Marketing experience: Integrated Marketing Communication at the AAA School of Advertising. Lives in Stellenbosch with her husband Nico and two young daughters: Sophia and Eva. Her position in this exciting industry is to manage the media business and establish long-standing partnerships with clients and suppliers.

ADRI Sell, sell, sell


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