In its recent comparative advertising campaign, Google promotes its Pixel 3a model as a cheaper and higher quality choice over Apple’s XS, putting it side-by-side with the Apple product in a face-off of the tech giants.

Why beat about the bush in advertising when you can directly compare your own product to a competitor’s higher-priced and (in Google’s opinion) inferior one? We’ve seen examples of this kind of advertising for many years, from supermarket chains’ regular competitor comparisons to the “Get a Mac“ campaigns of the noughties. It appears that Google felt it was high time that this time round a company went after Apple. Indeed, Google has set its sights on Apple, with billboards and video ads from the Alphabet-owned company claiming that the Pixel 3a provides better quality low-light photography at a fraction of the…

Digital advertising trends have shifted from desktop to mobile in recent years. This mobile-first approach is quickly taking over as the preferred method for digital advertising and is on the cusp of being the most focused on medium for ad campaigns.

But mobile-first is not the only digital advertising trend that has pushed to the forefront of the marketing sector. We’ve researched what the future holds for digital advertising, and have come back with some deep and interesting insights into five advertising trends that will have a strong impact through the rest of 2018: Mobile-first advertising Personalization in digital marketing The effectiveness of video advertising Impact of location-based targeting The effect of micro-moments on consumers

Mobile-first advertising

Mobile-first was intended to notify consumers that a company cares for its websites and digital forms of communication while remaining…

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