Programmatic advertising is the automated buying and selling of online advertising. Its primary objective is to consolidate various digital marketing channels to make it easier to manage. Similar to other forms of brand promotion, programmatic advertising is constantly evolving, mainly due to the influence of technologies such as artificial intelligence, machine learning, and voice search, and so on.
The technologies mentioned above will increase the efficiency of programmatic advertising. Consumers will no longer get bombarded by annoying ads based on demographics alone. Instead, consumers will get personalized messages that are also engaging.
The following are the programmatic tips that businesses need to implement in 2020 and beyond.
Integration of Artificial Intelligence
One of the most significant developments in marketing is the adoption of audience marketing strategies. Marketers are aware of how to select their audience, targeting them, optimizing campaigns, and measuring the impact of their efforts. The reliance on data ensures that marketers can target the right people at the right time and with the right message.
Artificial intelligence and machine learning are useful in analyzing enormous volumes of data, identifying patterns, and predicting future outcomes, and suggesting the best course of action. Marketers can use AI to evaluate consumer behavior in real-time and place ads accordingly, which increases their effectiveness and lowers the cost of customer acquisition.
Wearables to Augment Programmatic Advertising
Wearable tech is gaining popularity at an incredible rate all over the world. These gadgets are useful in collecting data on location, lifestyles, health metrics, and so on. If analyzed correctly, such information could be invaluable to the advertising industry, in that ads would become more productive. The only challenge with this strategy is that you need the consent of clients to their confidential data.
For example, smartwatches have become popular in recent years. According to Strategy Analytics, global smartwatch shipments increased by an impressive 44% in the second quarter of 2019. Programmatic advertisers are already tapping into these numbers mostly because of the accuracy of data collected from people using wearable tech.
Adoption of 5G Technologies
The most recent introduction to the world of cellular tech is 5G, which stands for fifth-generation cellular mobile communications. With a maximum bandwidth exceed 100 gigabits per second, 5G is expected to be 100 times faster than 4G, which is in itself rapid. The high speeds of 5G will enable websites to load faster, and for marketers, they will ensure that ads reach the target audience in the shortest time possible.
The high speeds and lag-free buffering will encourage people to spend more time viewing videos on their handheld devices. This, in turn, will motivate advertisers to produce ads with resolutions as high as 4K (2160p). By 2024, ads driven by 5G technology will have an estimated value of $1.4 billion.
Both the scope and the technologies that drive programmatic advertising will continue to evolve rapidly. As more innovations come into the market, advertisers will get better insights into consumer behavior and create more effective promotions. Customers will no longer view ads as disruptive; instead, they will see them as engaging and exciting.