Published: November 9, 2016
2016 has been a dynamic year for online advertising, seeing huge momentum for programmatic and RTB technologies. We are very excited about 2017 and are seeing the momentum pick up every day! We’ve looked at the numbers, accumulated our experience and analyzed all the trends to bring you our programmatic and RTB predictions for 2017.
Artificial Intelligence will play a large role in digital advertising
Artificial Intelligence (AI) has already and will continue to influence on marketers and the advertising landscape. Most likely the biggest impact AI has had on digital advertising via programmatic buying and planning platforms that use complex algorithms to perform a variety of functions. The programmatic advertising space will surely be one of the fastest to adopt AI to optimize their campaigns and make them more interesting and creative.
AI is not only cost effective but just as in high quality as when a human is making a purchase decision. No doubt, AI will be seen more frequently in the digital advertising space next year. a fraction of a second.
Programmatic mobile will grow
Programmatic buying in mobile will also continue to dominate the market in 2017, as more and more buyers are looking for automation and at the same time real-time bidding technology makes its way into top-tier publishers in mobile. It’s a natural progression for mobile, to offer smarter and more cost-effective buying methods, similar to the Web.
Mobile also has certain advantages that other devices can’t compete with. It is a personal channel that allows advertisers to target by location and context. Experienced advertisers can use it to target the right audience, with the right ad at the right time. Add to this ability to fine-tune campaigns with the benefits of greater control and transparency enabled by programmatic, and it is not difficult to see why programmatic mobile quickly gaining popularity!
As the mobile advertising becomes more sophisticated and complex each day, businesses should rush to make the most use of programmatic, as this technology will continue to evolve, further shaping the world of ad tech.
Ad blockers will intensify the creation of better ad quality
Why do people block ads? Because they’re annoying and (most of the time) irrelevant. Sixty-four percent of people on the Web use ad-blocking software. This is not good news for publishers, advertisers, and even consumers. Poorly placed, broadly targeted ad content frustrates users, takes exposure from advertisers and costs publishers money.
We may still be living in the early days of the ad blocking battle. Right now, publishers are more focused on fighting ad blocking rather than understanding the reasons behind it. How do we solve this? Better collaboration between creative agencies and programmatic is the main key to resolving this issue. Creative agencies should be actively involved in creating original and relevant ads that target to specific target audience groups. Publishers, on the other hand, should be looking to better understand their customers.
Personalization and targeting will grow more sophisticated
The best-personalized marketing campaigns are often the result of powerful collaboration between marketers, brands, agencies and vendors. We’ve seen some excellent examples of personalized programmatic this year, we expect that the level of depth and targeting will only grow in 2017.
Consumers desire ads that are personalized and reflect current their needs. We predict that effective personalization will be reached through strategies including geolocation, more in-depth demographic capability and day parting.
Programmatic buying ensures the most cost efficient way to deliver personalized content to the target audience. With more qualified leads and conversions at a lower cost than in traditional purchase – advertisers can expect a much higher ROI, when compared with traditional advertising methods.
So, what do you think, will 2017 be a breakthrough year for programmatic and RTB? Let us know in the comments.