Digital Advertising Trends 2023: Key Things to Consider

by Gerald Fisher 11 October 2022

Advertising trends always evolve and shift. With new laws, emerging technologies and coming out of a post-pandemic world, the next 12 months are going to look very different. We can expect to experience some serious changes in 2023. With third-party cookie reduction, iOS changes and people taking their data privacy more serious than ever before, advertisers are going to need to be innovative, clever and try new methods. Here’s our take on key things to consider with your advertising in 2023. 

Gather data, now!

With third-party cookies set to be phased out in 2023, first-party data is far more important to advertisers than ever before. Businesses need to prioritise implementing new systems, enhancing processes and developing their data-collection strategies ahead of 2023. Businesses need to be proactive in gathering data about their customers. We anticipate a lot of brands will be sending out questionnaires or using forms via their check-out process or email marketing to gather this data.

Step up your email marketing 

It’s no secret email marketing is one of the best marketing methods, if not the best. In fact, Hubspot reported that 77% of marketers have seen an increase in email engagement over the last 12 months. If you haven’t already added email marketing to your marketing mix, now is the time. 

Email marketing is a cheap and easy way to connect with your customers which makes it perfect for driving revenue, launching new products or communicating with your customers. And if 2020 and 2021 taught us anything, it’s crucial to be able to connect with your customers in more than one way.

Email marketing will be taken up a notch in 2023 with more brands using first-party data to segment audiences and communicate more personally and adding nurture sequences, automation and good copywriting into their strategy. This might look like rewarding loyal customers, giving gifts on birthdays or anniversaries, or using other first-party data to share personalised and relevant content that adds value.  

Prioritise creative cut through 

With Google phasing out third-party cookies and changes to iOS, digital advertising has been disrupted. Targeting capabilities are reduced and there is going to be a lot of noise on online channels in 2023. Consumers will continue to see ads, but they may not be as relevant as they’ve been in the past. This means marketers will need to utilise creatives to cut through the noise and clutter. 

Video will be key as it’s often prioritised by algorithms. Video ads can help you stand out from the crowd. You can pack more information, tone of voice and value into videos than a static ad. User-generated content (UGC) will also be more popular, as they help show that your business is authentic and used by real people. 

UGC stands out and people are more likely to trust them. They’re a clever way to make your ads more engaging, so people will stop their scroll and take a look. We anticipate advertisers may also start to roll out interactive content such as quizzes, games, maps or calculators. Any two-way, dynamic experiences that encourage engagement could be a way to break through the noise. 

Great copy is key 

Copy in advertising has evolved immensely over the last few years. Whether it’s an original email subject line, a visual copy ‘hook’ in the first 3 seconds of an Instagram reel, or a longer format caption of a social media post, copy is arguably just as important as the creative. With great copy, you can capture attention, humanise your brand and show that you know who you’re talking to. Getting your tone of voice right and capturing attention with copy is only going to become more important in 2023 as a result of the noise on advertising channels and consumer values shifting. 

Build (and nurture) your community 

The evolution of social media and the impact of the pandemic has made online communities an important part of branding. People are craving transparency, support and trust. So giving customers a platform to interact with each other, and the brand, is a great way to offer this. 

Building an online community that is centred around your brand is also a way to showcase your brand’s authenticity. Whether it’s a Facebook group, a podcast or an Instagram community, there is value in investing in these communities and it can prove beneficial to your sales. These communities are also great places to get to know your customers and identify what their needs and wants are. 

Organic is not dead 

Right now your organic presence and user-experience are more important than ever. The experience consumers have with a brand plays a big part in their purchasing decision-making process, and therefore your brand presence needs to communicate your values. Your organic presence, whether it’s your Instagram page, your TikTok account or even your website is where people come for information and how they base their perception of your brand. It’s a place for you to showcase who you are as a brand, what you stand for and how you’re adding value to the community. 

People expect a lot more from businesses that exist online, and are increasingly craving transparency from brands and businesses. This will continue to be the case in 2023. With Gen Z showing buying power, the content we see across social media channels will be influenced by this. They’re big on Brand Authenticity and are looking for brands they can trust and build relationships with. Authenticity is becoming increasingly important to consumers and we know that people trust UGC, so this should form part of your organic strategy. 

Thought about OOH advertising?

Now that government-mandated stay-at-home orders and lockdowns are behind us, people are on the move again. This presents an opportunity to utilise Out Of Home Advertising to reach large audiences and make long-lasting impressions. OOH advertising allows businesses to utilise digital creative without ad-blockers and unobtrusive placements. You can geographically target your audience which is especially advantageous for local businesses or those wanting to target specific demographics. 

Personalisation, please

Personalising your messages allows you to create a better experience for your customers. It isn’t a new trend, but it’s one that’s growing and becoming more important. Personalisation can look like adding data points throughout your messages, connecting with your customers in a more relevant way, offering promos or deals that will more likely translate into sales, and sending particular messages at certain times.  For example, if you sell wedding accessories and you’ve set up a data-gathering tool that captures when your customers’ wedding dates are, you could send people a 6-month checklist reminder. It’s personal, relevant and likely to capture their attention. 

Outsourcing might be your best friend

With all these changes, there’s a lot to cover. Outsourcing your advertising is an easy way to get more done, and it means you’re less likely to miss any opportunities because you don’t have the time, resources or knowledge.  Let us take care of your marketing; it could be the step you need to take to drive success or keep your in-house team happy. Visit our website at, or drop us a line:

by Gerald Fisher