Programmatic advertising is growing in importance and is at the forefront of the agenda for digital marketers everywhere. According to Zenith’s ‘Programmatic Marketing Forecasts’ report, programmatic ad spend will reach $98 billion by 2020, accounting for 68% of the global digital media ad spend.
Introduction of technologies such as artificial intelligence, machine learning and 5G are going to make programmatic advertising more efficient, while the entry of newer advertising channels such as audio programmatic advertising, voice-activated ads, smart devices, and AR/VR not only gives marketers more choices but also provides a more engaging, personalized experience for consumers.
Trends to follow in the programmatic ad tech space for 2020 and beyond:
AI in programmatic advertising
AI based programmatic advertising has captured the attention of advertisers significantly over the last two years. Marketers will see AI analyze customer behaviour in real-time basis multiple data points such as gender, age, location, preferences, device, platform, previous history and more. It will be able to map user data with ad viewing metrics such as when or where an ad is played, for what duration and so on, to suggest when to place an ad where and in what format. The ability of AI to identify buyer patterns accurately and then place ads accordingly, helps increase overall ad effectiveness, thereby reducing the cost of customer acquisition.
5G will catalyze all programmatic advertising
The bandwidth of 5G is expected to be over 100 gigabits per second, which is 100 times more than 4G. The high bandwidth of 5G will not only allow websites or videos to load faster but will enable the adtech ecosystem to perform faster, delivering or placing ads in the right mediums and at the right time extremely quickly.
Programmatic TV and Audio
The rise of connected TV is driving significant growth in programmatic television advertising. Television streaming is growing year on year with new services being launched all the time, opening up a wealth of opportunities for digital marketers. With video content being consumed across web, mobile and other connected devices, programmatic TV is going to gain more prominence with its data-driven approach for buying and delivering ads.
Similar to the rise of connected TV and TV streaming services, music-streaming and podcasts will remain incredibly popular, hence will continue to be a great space to target as it’s still establishing itself. Apps such as Spotify is also seeing increasing user acceptance which creates novelty for advertisers.