Programmatic is the future of digital marketing
Programmatic advertising is the use of technology for purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system. Programmatic will change the digital marketing landscape
Some years back , programmatic was viewed as a set of technologies used for monetizing space in a web space (inventory). Now in its adolescence, programmatic makes up more than half of all non-search digital ad spending. As it grows, programmatic is set to become the framework for all of digital advertising — especially when executed through open, extensible technology that encourages customization, innovation and scale. Over the next 10 years, programmatic will build up more potential for full addressability across all channels and personalized customer-centric experiences.
Here are some predictions of what will happen in programmatic advertising.
Machine learning will automate more tasks to both make marketing more efficient and marketers more strategic. Other technologies (like artificial intelligence), channels (like audio) and devices (like wearables) will expand and emerge, and marketers will need to understand how to measure their investment in them.
Customers will increasingly want more customized experiences wherever they are and expect convenient real-time offers and messages, and marketers will have to understand how to target and optimize interactions with these audiences.
According to Joe Zawadzki of mediamath,” Marketing is going to assume programmatic.” Media buyers may not notice they are using programmatic. Programmatic will connect all touch points like desktop, mobile web, in-app, connected TV, smart home appliances, virtual reality and out of home. At Dochase, we will innovatively add more smart channels to make a programmatic power house. Present digital advertising mindset in placement of adverts on web, mobile apps. But we will add more channels like telecom, screen, connected TV, smart home, and lots more.
WHAT THIS MEANS FOR MARKETERS
If you are treating programmatic media advertising as rocket science, its time to rethink. Have internal conversations around your plans on media buying and digital approach, get a partner or explore the Dochase offerings. You don’t have to understand but enlist people on your team to study more.
Screen will more than just desktop and mobile
We will see more ambient computing environments like virtual reality in addition to the current smart phones. This will be another touch point for advertising and customer attention.
What is in it for Advertisers.
Advertisers will have to focus on audience first approach as against allocate advertising budgets to few channels of desktop and mobile. Consider a single platform approach, powered by AI to make better decisions faster, to integrate audience management, ideally with a cross-device component to know users across screens, and omnichannel media buying. This will improve workflow, process and measurement to give a total view of your marketing efforts. Your platform should be able to control ad frequency and sequencing and inform which messages to send to users based on their interactions with previous channels.
More Transparency In Media Buying
With marketers demanding to know where their media dollars are being spent and asking for guarantees that their media is running on quality sites alongside brand-safe content, the supply ecosystem will become a well-lit, transparent environment for both the buy and sell sides.
WHAT THIS MEANS FOR MARKETERS
It’s your right to demand transparency and quality from your tech partners, agencies and publishers. By 2027, marketers will take a fully audience-first approach to media buying, matching high-value audiences to the best media in brand-safe contexts. Evaluate partners based on their ability to protect you from fraud and fake or distasteful sites, such as using things like:
- txt to find out authorized resellers of a media space.
- Proprietary techniques and certified third-party vendors like ad verifiers and traffic authenticator to combat invalid traffic.
- Your platform will give you guarantees that ads won’t run on brand-unsafe sites; we take this seriously at Dochase.
THE MEDIA AGENCY WILL BECOME A STRATEGY AGENCY
With the proliferation of technology, data and devices available, the agency is poised to become a consultative leader that delivers holistic strategy and brings the latest innovations and approaches in marketing to their clients for consideration. Discussion will be around tech used/to be used, approach, joint products and a shift from budgeting based on channels to focusing on where to find a marketer’s best audiences.
TOP PREDICTIONS NEXT 10 YEARS
MOST TV ADVERTISING WILL BE EXECUTED PROGRAMMATICALLY
This may seem a stretch considering that just 6% of TV advertising is expected to be bought and sold programmatically in 2018, according to eMarketer.
ADVERTISERS WILL CLOSE THE LOOP ON CROSS-DEVICE
In 2017, there’s a lot of talk about a “single view of the consumer.” The
reality though is that for most consumers, communication with brands is
disconnected. But in 2027, this will be a problem of the past. If Consumer X
uses VR to research new tires on her car, then she can expect to see ads from tire makers on TV and more ads on her mobile device when she’s visiting her local tire store.
ADVERTISING AND SHOPPING WILL BE INDISTINGUISHABLE
Ads will be able to anticipate consumers’ needs, intervening between thought and action. Think of refrigerators telling you when you need milk, offering coupons based on frequently used ingredients and sending messages to your mobile if you are near a grocery store.
INTERCONNECTED DEVICES WILL SYNC IN REAL TIME FOR BETTER UX
No more fractured consumer experiences across different screens. For example, a user searches Star Wars on their smartphone. Their Xbox online marketplace would feature Star Wars movies for sale, games to play, merchandise/collectibles to buy.
DRONE-BASED PACKAGE DELIVERY
Amazon’s dream in 2013 will be a reality in 2027. Imagine a coupon code popping up on mobile/watch/spectacles for the exact kind of coffee normally ordered. Once you place the order, a drone will deliver it to you. preferred