Tag: programmatic advertising platforms

5 Programmatic Advertising Trend You Cannot Ignore in 2022

The ability to streamline ad purchases and offer audiences at scale has made programmatic a go-to digital advertising solution. While programmatic advertising is hailed across the world, Indian marketers are more heavily invested than their peers.

According to an ExchangeWire report, only 2% of the advertisers are not using programmatic advertising in India compared to 33% in Japan, 9% in Australia, and 6% in Indonesia. But just like other advertising channels, knowing the latest programmatic trends is the first step to making it work for your business.

Here are the top 5 programmatic advertising trends that advertisers and digital marketers should not ignore in 2022-

1. CTV Advertising

CTV or Connected TV advertising ruled the roost in 2021. A report suggests that between 2020 and 2021, CTV viewing increased by 31% in India. The digital transformation in the country coupled with viewers steadily switching to CTV and OTTs from conventional linear TV encouraged advertisers to add CTV to their programmatic marketing mix.

Advertisers can tap into the vast potential of CTV advertising to make the most of their marketing budget in 2022.

2. Omnichannel Marketing

India has one of the fastest-growing electronic devices markets. The sales volume for smartphones, tablets, and smartwatches has been consistently rising throughout the country. With the help of an omnichannel programmatic ads strategy, advertisers can target such devices.

One of the biggest advantages of programmatic advertising in this regard is its ability to customize the ad offerings for each device for higher engagement.

3. Reducing the Reliance on Cookies

Since the introduction of programmatic advertising in digital marketing, cookies have played a critical role. While Google has delayed the phasing out of 3^rd party cookies to 2023, advertisers should start working on a transition strategy for the cookieless future from 2022.

Rather than expecting a silver bullet, 2022 can be the time for advertisers to search for identification alternatives that can help them generate revenue from online advertising.

4. Contextual Advertising

Cookies encouraged advertisers to look past contextual targeting and focus more on behavioural targeting as it enabled advertisers to collect user information without their agreement.

With India all set to introduce its own set of GDPR-like data protection laws, contextual advertising might be one of the biggest digital advertising trends in 2022. In contextual advertising, cookies are not required as it does not target individual users.

5. Mobile Gaming Advertisement

According to a report, there are around 430 million mobile gamers in India, which is expected to surpass 650 million by 2025. Using programmatic ads on mobile gaming apps could be an effective strategy for advertisers in 2022 and beyond.

As programmatic advertising solutions allow advertisers to reach the right audience in the right place and at the right time, using the advertising channel to reach the target audience through mobile gaming apps could deliver impressive ROI.

Making the Most of Programmatic Advertising in 2022

With 2022 around the corner, it is an excellent opportunity for advertisers and marketing agencies to start working on their programmatic advertising strategy for the new year. Adopting the top trends or taking inspiration from them to create a personalized programmatic strategy can effectively reach the target audience and improve ROI.

The assistance of a reputed digital marketing company could help improve the effectiveness of your ad campaigns and unlock the hidden potential to take them to the next level.

January 4, 2022
Programmatic Advertising: Top Trends That Can Shape 2021

While programmatic advertising has been around for a long time, it is only in the last few years that the whole media landscape has realized its value. According to a Research and Markets report, the global market for programmatic advertising is expected to reach $33.7 billion by 2027, growing at a CAGR of 30.7% from its current market size of $5.2 billion.

With time, programmatic advertising is expected to become the mainstay in the global digital media industry. An advertising technology, as critical as programmatic advertising thus, deserves special attention in the coming year.

Take a look at some of the top trends that can shape programmatic advertising in 2021-

1. Emergence of AI

As marketers now better understand the relationship between campaign optimization, targeting, audience selection, and measurement, the strategies to manage the audience are progressively maturing. The rising need to uncover insights into this relationship will make Artificial Intelligence (AI) vital in the following year.

AI’s ability to discover patterns in large amounts of data will encourage the marketers to adopt AI-based programmatic advertising as it becomes a necessity to remain competitive and effectively reach the right audience with the right message.

2. Programmatic DOOH for Offline Audience Identification

Digital Out Of Home or DOOH advertising has witnessed steady growth in the last few years, especially in the US and Europe. According to a Statista report, from its current size of $7.47 billion, it is expected to reach a market size of $15.9 billion by 2027. At this rate, the amalgamation of DOOH and programmatic advertising is unavoidable.

For the longest time, marketers have struggled to find practical solutions to bridge the last mile gap of the customer journey, like between online and offline, or home and store. DOOH can be combined with smartphones’ location data so that targeted advertisements reach the desired audience even in the offline world.

3. OTT Advertising to the Fore

While the 2020 pandemic has negatively impacted almost every industry, OTT is one of the few exceptions. Most popular OTT platforms have witnessed a significant surge in the number of paid customers as lockdowns forced consumers to stay indoors. This growth is crucial as developing countries such as India have become the top OTT markets.

In fact, according to a PwC report, India is now the world’s fastest-growing OTT market. Another report by research firm TAM posted on ET BrandEquity suggests that volumes of OTT advertisements on TV grew by 31% in Q1 of 2020 in India. As on-demand content will continue to grow in popularity, OTT advertising spends can witness an upswing in 2021.

Programmatic Advertising in 2021: Lots of Changes, Plenty of Opportunities

The consumption habits change with every passing decade. But the decade worth of change is made possible with the help of several small trends and revolutions introduced every year. 2021 is expected to be no different.

If you’re looking for ways to take advantage of programmatic advertising in 2021, these are some of the trends you should watch out for.

December 11, 2020
How is Programmatic Advertising Set to Rule Digital Marketing Landscape in the Post-COVID World?
According to a study by eMarketer, digital display advertisers in the US alone would spend more than $80 billion on programmatic advertising.

In fact, this automatic ad buying and selling niche has demonstrated robust growth since its inception around the early 2000s. If experts are to be believed, the entire digital marketing landscape will rely on programmatic media buying platforms in the near future.

But with businesses suffering financial setbacks due to COVID-19, it is expected that digital ad spending too can fall significantly due to the squeezed marketing budgets. But marketing experts are of the opinion that the cost-efficiency of programmatic advertising platforms can help businesses get maximum value for their smaller marketing budgets in the post-COVID world. Take a look-
1. Improved Ad Targeting
One of the USPs of programmatic advertising is its ability to reach the right audience.

Their algorithmic software uses a significant amount of data so that the guesswork that is generally involved with traditional marketing methods is effectively eliminated. Right from geographic locations, interests, age, to even browsing behaviour, businesses can target different demographics to efficiently reach their target audience.

Digital channels have already proven their worth during the pandemic, and it only makes sense for businesses to not only just use online marketing platforms but use them in a way to reach maximum potential customers. Programmatic advertising makes this a possibility.
1. Build an Omnichannel Marketing Approach
Another reason why programmatic advertising is set to rule in the post-COVID world is its omnichannel marketing approach.

As people spend more time on channels like the desktop, smartphones, and even TV is consistently rising, programmatic ads provide businesses with the opportunity to reach the target audience across these channels.

Ad publishers can also use this to get excellent insights into the devices providing maximum results so that their future campaigns can give special consideration to these channels. Overall, this could help businesses build more effective omnichannel marketing campaigns.
1. Better ROI
Needless to say, getting maximum value from a limited budget would require your marketing campaign to be highly effective.

A survey by AdRoll suggests that 80% of marketers believe that programmatic buying offers higher returns on investment when compared to traditional media buying formats. Moreover, 30% of them also agreed that more than 50% of their budget is now spent on programmatic initiatives.

This alone is a reason enough for businesses to focus more on programmatic media in the post-COVID world when financial recovery would be the top priority.

Boost Your Digital Marketing Initiatives with Programmatic Advertising

The COVID-19 pandemic was an unexpected setback that dealt a big jolt to businesses across the world. In the post-COVID world, programmatic advertising is only expected to get more popular. Its ability to reach the target audience, omnichannel approach and higher ROI are some of the top reasons that make it a go-to option for businesses focused on financial recovery.

Businesses can work with reputed digital marketing companies to ensure that their programmatic advertising initiatives deliver expected results.
August 20, 2020

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