PROGRAMMATIC TRENDS EVERY MARKETER SHOULD FOLLOW IN 2022
Programmatic ads have been around for almost 3 decades now! In this period they have evolved in a number of ways but we have seen no such drastic changes as the ones that have occurred recently.
It's been a busy couple of years for programmatic advertising. There have been many developments, from third-party cookies diminishing to entering entirely new media such as connected devices. All of that has dramatically changed how publishers make money and advertisers buy ads.
What are the major trends that have evolved in programmatic lately?
The cookie era is over. Customer targeting has just risen and is now about to lay dead.
Or not. Depends on how the business you are managing decides to use this fact. If you find the quickest, smartest way to recreate customer data collection, you may very easily happen to outshine your competitors who follow a more traditional and classic approach.
And although Google has again delayed the phase-out of third-party cookies on Chrome for 2024, it’s still happening and we still need to work around this change to have our marketing goals achieved.
In their overview of the trend Whatsnewinpublishing.com commented that "With third-party cookies, advertisers got (specific customer) information freely and oftentimes without consent".
Removing third-party cookies out of the way will most definitely change the marketing game. But we still have time to work on developing a good first-party data collection strategy to fit into the new environment we will be working in.
Programmatic advertising is entering the new zone of Connected TV (also referred to as CTV). CTV is having a blast after 2020 since the pandemic made people stay at home more and be in front of devices a lot more than before. Nielsen reports that in 2020 alone, the total hours spent with CTV devices increased by 81%. What is even better is that the number of connected users is expected to rise by 2025, most visibly in the millennials segment but also will be constantly increasing among Gen X and baby boomers generations.
Hand in hand with its big brother - on-demand content access, CTV gives advertisers a very direct entrance into people’s homes and leisure time. Smart TVs, external monitors, play consoles and other internet-connected devices have become a very integral part of people’s lives nowadays and we, marketers, cannot miss the opportunities that come with this. Implementing programmatic ads on CTV should most definitely be part of your 2022 marketing strategy.
Animated advertising (HTML5)
You might be wondering why you should bother spending money on animated advertising when it's so expensive. While the initial cost of creating an animated ad is higher than other types of ads, the benefits are huge. Animated ads are often more engaging than banners and they have higher click-through rates (CTRs). Adform’s study claims that clickthrough rates of rich media ads are 267% higher than the ones from static ads. Plus, they're usually more effective—they convert better than other types of online display ads.
At Streameye, we make creative work more flexible and agile with a platform that requires less effort from your team. And yes, animated ads production is included and very cost-effective, too. It allows you to become more responsive to market changes and your competitors' actions. With Streameye, you can tweak creatives, update messaging, and change your offers in a matter of minutes, without the help of a developer or even a senior designer. Your custom templates and vast visual library mean you can push that offer out when you see fit – and not a minute later.
Programmatic advertising is evolving.
Programmatic advertising is evolving. It's no longer just a tool for advertisers to use when they have a limited budget, but it can be used for any kind of campaign. The industry has grown up and programmatic is now being used by the biggest brands in the world to reach their target audience.
Programmatic platforms are also becoming more sophisticated. They're no longer just connecting buyers with sellers; they're also providing more data-driven options to help advertisers make smarter decisions about who they want their ads shown to, when and where.
We’ve seen the evolution of programmatic advertising over the past few years. It has gone from a small niche market to a major player in digital advertising, but it’s not done yet! As new technologies emerge, we can expect to see even more innovation in this space—and that should be exciting for everyone who works in media buying or selling.