Changing the face of online advertising through programmatic ad buying is as confusing as it is widely used. It is still unclear to people what this newer form of advertising truly is, but to put it simply, it is the use of software to purchase digital advertising. You use machines, instead of the traditional process that usually involves RFP’s, human interaction or manual orders.
The method is said to be a more reliable form of advertisement purchasing, given that the technology tends to make the process more reliable and cheaper than that of the human-directed process. The heavy use of technology in this way has dubbed programmatic advertising as “the future of ad buying”.
So, what programmatic trends did we see in 2017 that could be carried into the new year?
Last year was a challenging year in the media for programmatic advertising due to some cases of ad fraud, unreliable metrics and brand safety issues. But, there was a huge focus on being as transparent as possible with processing. This is seen throughout the programmatic advertising realm, from larger visibility on pricing auctions to increasing attempts to virtually eliminate fraudulent possibilities.
Technology tends to have a tougher time winning people over, which is why it is vital to be as transparent as possible in the process.
2. In-House Ads
Technology is now part of our everyday life, and with more and more social media platforms bringing in an advertising capability, we are becoming more attuned to solo ad creations. For this reason, we have seen a lot more advertising moving in-house for businesses. Workers are becoming increasingly more familiar with the skills necessary to create advertisements, which also sees more detailed brand strategies and clearer optimisation around campaigns. In-house advertising is going to continue into 2018, and beyond.
3. AdTech and MarTech
2017 finally saw a convergence of advertising technology and marketing technology, which sees a shift from a focus on scale to quality. Advertising and marketing teams are starting to merge their practices to deliver a fuller scale interaction for all customers. The convergence makes it easier to create a more seamless experience across both the marketing and advertising spheres and allows your brand to reach more of your customers’ expectations.
Programmatic advertising will continue to rise in the new year, with companies using programmatic advertising to buy online ad space. However, we may see an inclusion soon on the traditional ad spaces being sold programmatically, including TV advertisements and billboards.
To find out more about advertising, get in touch with Results First.