When the pandemic spread across the globe, a reset button was inevitable for all businesses. However, the digital space continued to pull through, emerging as a flexible and effective medium and continuing its dominance.
Nearly all businesses have digitally backed for sales and advertising. Australian digital advertising recorded a 22% increase in 2022, with no signs of slowing down. This is where programmatic advertising holds a unique position to reach a broad audience.
Read along to prepare a marketing strategy ready to embrace the next stage of programmatic evolution.
What is programmatic advertising?
Programmatic advertising automates the purchasing process by dynamically placing ads on websites or apps in less than a second. Any well-equipped programmatic marketing agency can cater to the industry’s dynamic advertising by employing the latest strategies.
Programmatic Marketing Industry trends
Any programmatic marketing agency needs to keep up with the trends to boost conversions and sales. While these trends are not the only ones, they occupy the centre of any advertising game.
Non-cookie-based targeting approach
Programmatic advertising is an attempt to provide a cookie-less user experience. It can either reimagine the concept of tracking codes or replace them entirely. This is a pivot towards more transparent and accountable advertising towards the audience.
The post-cookie landscape lets the user or consumer control where and when their data is used. Contextual targeting becomes integral to establishing brand loyalty. For example, consumers prefer contextually sensitive brand experiences since they cater to present concerns, not past preferences or browsing habits.
OTT and CTV as programmatic advertising channels
OTT (Over the Top) and CTV (Connected TV) ad segments are increasing rapidly. OTT refers to all streaming services via the internet, and CTV is a television that streams movies and videos over the internet.
Increasing memberships and viewerships paves the way for programmatic ad placement.
Programmatic Industry backed by 5G technology
5G, or 5th generation, is almost 100 times faster than 4G. The programmatic industry can perform fast and real-time bidding. Consequently, fewer people will use software to block ads, thus increasing ad viewability.
Hence, marketers must prepare sharp and finely detailed ads to provide users with a quality and seamless experience.
Voice-activated advertising
Voice assistants enable browsing the internet even when your hands are busy. Voice assistants can increase the number of searches and lead to significant transformations in the advertising industry.
Eventually, more people will come across more personalised ads, increasing the number of clicks and conversions.
Audio advertising
Audio advertising or ads on music streaming services (e.g. Spotify, Apple Music), podcasts, etc., is usually brand-safe and ad-blocker resistant. Further, people have a higher level of concentration while listening to music. Consequently, podcasts are one of the most converting traffic platforms.
In-Game Advertising
The gaming industry (console or PC) is multiplying rapidly. In-game ads allow for boosting the ROI through retargeting. Further, the 5G technology will speed up streaming, multiplayer mobile gaming and playing advertisements.
Bottom Line
Programmatic advertising is constantly evolving, and marketers are still discovering its potential. Hence, it becomes essential to analyse the newest programmatic buying trends.
Therefore, consulting a programmatic marketing agency with expertise in trending ad culture is best. It allows testing new things continuously so businesses can avoid stagnation and heavy losses. Hop onto the bandwagon today!
