Programmatic Advertising

Programmatic advertising is a crucial component of advertising technology. It is said to be a default media trading method in the coming years. In fact, a recent Programmatic Marketing Forecasts report stated that programmatic ad spend will reach $98 billion that sums up to 68% of the global digital media spend by 2020.

With the advent of technologies like Artificial Intelligence – AI, Machine Learning – ML and 5G, programmatic advertising will become more efficient. It will also lead to the entry of new channels like DOOH or Digital Out of Home, podcasts and audio programmatic advertising, voice-activated ads, smart devices, and AR/VR. These channels will not only give marketers more opportunities; it will pave the way to highly-personalized experiences for consumers.

Trends in programmatic advertising

1. AI in Programmatic Advertising

AI programmatic advertising

AI technology helps connect the dots between audience selection, targeting, campaign optimization, and measurement. Such data can help marketers target the right people with the right message on the right device. With AI-based programmatic advertising, marketers can analyze customer behavior in real-time across multiple touchpoints like gender, age, location, preferences, etc.

The ability of AI-based programmatic advertising to identify buyer patterns accurately and then place ads accordingly will help increase overall ad effectiveness, thereby reducing the cost of customer acquisition.

2. DOOH with Mobile Location Data

DOOH programmatic

While out of home or OOH advertising is one of the oldest advertising channels, digital OOH or DOOH, combined with the mobile location, has the potential to redefine how marketers can approach the last mile between home and store. Mastering, this gives a promise of a direct impact on the speed and scale of conversions when it comes to closing the gap between advertising and buying.

The future will see a drastic shift from buying or trading outdoor ad spaces to analyzing audience data for targeting relevant audience ads where they most likely spend time. As programmatic DOOH allows targeted audience planning and buying with increased efficiency and brand safety, advertisers can expect an increase in their budget.

3. Voice-activated Ads

Voice activation programmatic

The adoption of voice-based home smart devices is on the rise. A study by Gartner predicted that by 2020, 30% of web browsing sessions would be done without a screen and only through voice-first browsing.

Programmatic advertising does play a critical role in helping marketers optimize these ad spaces across home smart devices. Additionally, OOH audio advertising solutions such as Vibenomics allows brands to connect with consumers through background ads, broadcasting over speakers, ads in elevators, etc.

4. 5G and programmatic advertising

5G programmatic

It comes as no surprise that the cellular industry is expecting a boost with the launch of 5G technology. This will not only allow websites or videos to load faster but will also enable the ad tech ecosystem to perform faster, deliver better solutions, and place ads at the right medium.

This also paves the way for programmatic advertising to run sharper, interactive ads across mediums without any delay. 5G will additionally give rise to other technological advancements, and marketers need to create and deliver content in multiple formats across devices, making use of the speed and latency that 5G promises.

5. Integrated Programmatic

Integrated programmatic

Most advertisers are moving to omnichannel integrations as they focus on their users. Multi-device ownership is a very common aspect today. However, one challenge here is that each device is used for different purposes and activities.

By adopting an omnichannel approach, advertisers can showcase touchpoints like smartphones, computers, digital assistants, etc. in a unified manner that conveys a single brand story. This allows marketers to adapt dynamic customer behavior while making the ad buying process to align with customer behavior.

The Future Ahead

Programmatic advertising is constantly evolving and at a rapid pace in terms of both – its scope and the technology that empowers it. With advancements in the innovations, advertisers can venture deep into the consumer minds and offer relevant and better outcomes.

However, as legal norms and regulations also develop, marketers need to keep up with the programmatic ad tech space and focus on more customer-centric approaches.

What is your take on programmatic advertising? Let us know in the comments below.

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