In 2017, we witnessed several groundbreaking innovations that would continue to affect and influence the work of digital marketers in Programmatic advertising in the nearest future. First was the artificial intelligence that came with the assurances of bringing a revolution that will lead to more divergent thinking in programmatic advertising. Secondly was the fact that many digital advertising brands used political disputes in their advertisements to gain the confidence of their audience, and live streaming took centre stage in the social media sphere.
According to Magna, the research arm of media buying firm IPG Mediabrands, 2017, global spending in digital advert surpasses that of television. According to Magna, digital advert spending worldwide reached $209 billion compared to $178 billion of television.
WHY PROGRAMMATIC ADVERTISING SHOULD BE ADOPTED IN 2018
It is a well know fact that programmatic advertising boosts efficiency in advertising, how? It automates digital advert placement and the buying process. Salesperson and advert buyers are removed and without a salesperson and an advert buyer, purchasing becomes less costly and more reliable.
Programmatic Advertising gives greater insight into the behavior of the consumer and also optimize key performance indicator. Here are the ten trends that will set the Pace in Programmatic Advertising for 2018.
1. ADVERTISING ON MOBILE PHONE DEVICES WILL BE BETTER AND BIGGER
Mobile device advertising will continue to grow tremendously, in 2017 worldwide spending on mobile advertising stood at $143.54 billion. In 2018 it is expected to jump to an estimated $185 billion.
With the rapid increase in the number and enhancement of mobile devices like tablets and Smartphone’s, greater innovative efforts would be made to enhance mobile advertisement. With mobile devices having greater website compatibility and widescreens, highly engaging and interactive mobile adverts would be created to fascinate and get the attention of on-the-go consumer.
2. THERE WOULD BE NEW PAYMENT MODELS
Programmatic advert has heavily relied on CPM model, but as advertisers want to invest in interactive and engaging advert, new models would spring up. It would be fascinating to see cost-per-second being used as a measuring tool giving advertisers the flexibility to pay for the time that consumer spends on the message. This approach offers advertisers a more fascinating insight; the growth of these new models would greatly rely on DSPs thereby making this payment method accessible to more scales.
3. PROGRAMMATIC SPENDING WOULD TAKE THE LEAD
In 2017, spending on programmatic came at a high cost, with a report of NHT (Non-Human Traffic) costing advertisers $1.28million to advertise on fake websites daily. As the industry tries to solve the problem in 2018, Advertiser would be to able to increase their programmatic spreading without any waste or fear.
4. THERE WOULD BE ADVERT THAT SURPRISES AND DELIGHTS
As the programmatic industry continues to grow towards a customer-centric based business, advertising will also grow towards the same direction. Advertising campaigns would try to evoke emotions from its consumer. Advertiser will become more entertaining to be able to get the desired results.
Here at Manesta programmatic agency, we are sure that 2018 is a crucial year for strong local players in video advertising industry to expand and offer high technology solution for advertising campaigns with a worldwide audience. Get in touch with us for a comprehensive go-to market vision for growing your advertising business like never before, by collecting data and interpreting smart analysis, to develop intelligent advertising solutions for your brand.
by Karen Cole
source: TG Daily