With programmatic advertising taking on 50 percent of digital ad spends by 2018 globally, we believe now is the time for traditional advertisers to move to programmatic advertising and focus more on various methods of online advertising. Programmatic advertising technology promises to make the ad-buying system more efficient and cost effective. It has evolved a lot over the years and is taking the online advertising market by storm. With new improvements and upgrades in the programmatic method, it is certainly the future for all the channels of online advertising.
Future of Programmatic
Programmatic advertising technology will make the ad buying system more productive, and therefore cost effective. Thus, helping more and more people to opt-in and try out digital advertising in our country.
Brands will soon start embracing programmatic and benefit from it by providing better targeting along with tracking performance and analytics.
Some trends to bring programmatic predictions
Header bidding will become more accessible
Header bidding offers a technically sophisticated technique for publishers to offer inventory all the while to various ad exchanges. The advertisers and publishers both recognize the advantages of header bidding. Advertisers can bid on the audiences before the page load. It has obsoleted traditional tag waterfall of monetization strategy.
Programmatic advertising purchases will keep on growing
In the long run, these purchases will surpass traditional, manual ad buying. In the following couple of years, industry experts predict programmatic advertising will drive 100 percent of online advertising spends. Organizations not championing automation will fall behind those that do.
Dynamic Creative Optimization (DCO) will pick up traction
DCO refers to SKU based retargeting ad technology that automates multivariate or A/B testing. Programmatic advertising utilizes algorithms to interpret audience actions and decide how to serve advertisements that perform better.
Campaign metrics used to measure achievement will advance
To assess the actual results of the programmatic campaign, one must measure the privilege KPIs. Many times, marketers utilize metrics that do not relate to bottom-line results. Instead of tracking web traffic, clickthrough, or social shares, one should focus on more significant measures like lead volume, lead quality, conversions, and revenue.
Personalization and targeting will become more sophisticated
Personalization that has been tossed around in industry hovers over recent years. Though offering programmatic advertising to individual users is very important. It is said that effective personalization is precisely focused through programmatic advertising on individuals, one leverage strategies such as geolocation and more in-depth demographics capability. Numerous studies confirm customers feel more positively about a brand when you personalize messages.
Programmatic mobile advertising will be the king of devices
This surge in popularity can be ascribed to consumers switching from public social networks pages to messaging apps like Instagram and Pinterest. The rapid growth of mobile audience creates opportunities for paid media campaigns on mobile messaging apps.
Programmatic mobile will turn out to be more fit for purpose
It has been pronouncing all over the internet that it is the year of mobile for years now. It was predicted that 2017 will be the year that programmatic mobile finally comes of age. According to Econsultancy, smartphones accounted for 71 percent of all mobile programmatic transactions across the world in Q1 of 2017, up from 59 percent in Q4 of 2016.
Programmatic will see widespread adoption
Programmatic is presently an established industry phrase that is comprehended across industries. The automated technology strategy has well and really become age to expect programmatic reach and adopted to develop radically in coming years. As expressed by e-marketers, “Programmatic advertising has never been so vital as it is now. With economic uncertainty and the rise of ad blocking, every opportunity to engage with customer’s needs maximizes and programmatic methods give us that open door.”
Ad viewability tends to improve
Ad viewability is focal in programmatic discussions, with various advertisers rightly concerned in the matter of whether their ad impressions have truly been viewed by human eyes. The viewability industry standard is exactly estimated at 50% however, we expect this to enhance in due time. In an ideal world, programmatic ad impressions will have 100% viewability over the industry through programmatic adoptions of innovative ad formats, again this may take somewhat longer to fulfill.
Growth in Video RTB to drive the Programmatic Advertising
Video advertising market globally has moved from traditional TV to new platforms such as online and mobile devices for video consumption. This has made it workable for brands to interface with their audience on a more personal level. Programmatic video advertising is a successful approach to connect with consumers. Prior, brands were reluctant to spend large amounts on programmatic video advertising because of the lack of inventory availability. Though, with the quick development in out-stream and in-banner video ad formats has changed the dynamics of video inventory availability.
Ashish Shah, founder and CEO of Vertoz