Programmatic advertising has gradually become dominant in the digital advertising industry. Programmatic in-housing of functions allows industry players to gain more control and transparency. Programmatic allows for more effective targeting, which increases efficiency and effectiveness.
As programmatic becomes more popular, businesses are willing to get more control and transparency. More and more companies are moving programmatic media buying in-house. More than a fifth of companies surveyed throughout the world said they have brought programmatic buying totally in-house. More than two-thirds of companies (69%) have partially or fully brought their programmatic in-house.
The advantages of an in-house programmatic include cost savings and resource efficiency. Advertisers have more resources to throw at campaigns and more time to enhance strategies by removing managed service fees, associated with data consolidation and integration costs. The ultimate outcome is a higher ROI.
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Cookieless strategies slipped to the bottom of most marketers' priority lists after Google changed the deprecation date for third-party cookies to 2023. Regardless of whether you're an advertiser or an agency, getting started early is essential to a seamless transition to a cookieless future. That's why 2022 is the best chance to explore alternatives.
This is actually a positive thing, as it offers marketers and advertisers a little more time to find out some alternatives and identify partners who can help them make the move as smooth as possible. As the experience shows some cookieless approaches may outperform cookie-based strategies, therefore now is the time to get ahead of the competitors.
Learn more about cookieless strategies and geo-based targeting.
In the past year, our lives switched to online presence, powering a digital revolution. Connected TV gained immense popularity last year and is not leaning back in 2022, especially with over 80% of marketers planning to increase their CTV ad spend in 2022 compared to 2021. In 2022, one out of every three advertisers will prioritize adding CTV into their existing media strategy.
This year marketers will be discovering new opportunities to target and align with key audiences. Advertisers can now pinpoint specific audiences with strategic brand messages. CTV combines the power of digital advertising with the premium content of traditional television, creating one of the most compelling environments for viewers to engage with both the content they are watching, along the advertiser’s message.
Want to dive deeper into the world of streaming TV advertising? Here are the basic industry terms that you will hear in relation to CTV and streaming services.
Omnichannel advertising will be extremely important in 2022. Customers today want personalized services across all channels and touchpoints. They also expect the personalization to be seamlessly connected on every medium on the go.
The omnichannel digital strategy is defined as providing a seamless customer experience across all channels. Customers use various devices to interact with their favorite brands. The omnichannel strategy allows creating a journey that spans multiple channels and multiple means of interacting with the buyers.
The necessity for omnichannel marketing can no longer be overlooked as both businesses and consumers get a better understanding of digital technology, devices, and channels. Companies are aware of how to leverage client data and how to integrate it into omnichannel efforts. Customers may now connect with brands whenever and wherever they choose. Furthermore, marketing strategies today place a premium on generating tailored connections with customers across all channels and devices.
Audio advertising has emerged as a significant channel for marketers after a decade of visual media dominance. Digital audio advertising has grown from a pilot study to an essential marketing strategy. Digital audio advertising will become an even more crucial aspect of a great digital strategy as more consumers use smart speakers and multitask while streaming podcasts and music. It's a channel that allows marketers to naturally evolve their omnichannel strategy by allowing them to reach highly targeted audiences in brand-safe environments.
In essence, audio ads are both distinctive and important since they provide premium environments and a cost-effective means to cover otherwise unfilled spaces in the user's buying journey.
Aside from that, programmatic audio allows extremely granular targeting. Location, point of interest, device, weather, user, agent, format, genre, dayparting, mood, and other advanced audience segmentation parameters are available to media buyers. The capacity to engage a user in the right location, at the right time, and within the right context becomes a little easier with this channel.