It’s not the right thing to say that programmatic advertising is a new solution. However, due to the fact that for many marketing specialists’ other objects are a priority, it has become less significant. As for the key trends, they are as follows:
1. The growth of expenses in the field
eMarketer published data according to which the programmatic spent $ 25.48 billion of the total expenditures intended for digital advertising. According to forecasts, the figure will increase to $ 68.87 billion by 2020. So, Programmatic-TV has a good chance to become the future of advertising.
The entire television industry today is on the verge of major changes. Today, 5G technology is working to ensure that people choose streaming services, rather than traditional broadcasting.
Instead of buying airtime comes the display of targeted ads, and this approach has proven effectiveness.
The problem is the growth of programmatic advertising, which makes selling traditional advertising space even more difficult.
3. Programmatic audio
The Google Voice Search option has been known to Google users since 2002, and the industry has been growing rapidly since then. Today, users can perform half of the search queries by voice control.
4. Dynamic personalization
The option allows you to bring advertising to a whole new level. More recently, the general approach prevailed in marketing, but today the situation has changed radically. A personalized approach brings much better results. According to statistics, the speed of transactions using personalized emails increases 6 times.
The programmatic platforms in their activities use the behavioral information of users, dynamic data, accounting for the type of device, user habits and so on, which allows us to offer exactly what you need at the right time.
5. Universal web scraping accessibility
The option has long been used by giants of the market. Lead generation and online campaigns are actively carried out by Amazon. Not all consumers are positive that brands have access to their personal information, bypassing this in every way using private settings.
However, the popularity of web scraping does not fall. And today its use is available to any company which is interested in this. Popularization entails additional problems. Thus, advertising costs are rising, and sites are slowing down. With greater availability of web scraping, blocking sites is easier.
6. Transition of video advertising in the programmatic sphere
According to statistics, 45% of people view at least 1 hour certain video content every day. YouTube remains the most popular video platform, with 1 billion new visitors arriving every month.
Only 75% of all existing video ads are programmatic.