The world is increasingly shifting to digital solutions. And with people locked inside their houses due to Covid-19, they are getting dependent on the digital ecosystem more than ever. With the major part of the population spending most of their time in their houses, outdoor advertising in these times is not a quite feasible branding option. This is why most of the advertisers and marketers are switching to digital advertising to create brand outreach.
One way to effectively advertise your brand in the digital ecosystem is through programmatic advertisement. Programmatic advertising is the digital alternative of promotional activities. One can make use of the several millions of websites, mobile applications, and digital platforms to spread brand awareness in the times of a raging pandemic.
What is programmatic advertising?
Programmatic advertising makes branding and promotional activities more efficient and effectual. Through programmatic advertising, one can automate their digital advertising efforts with the help of the newest available technologies. For instance, technological advances in the likes of AI (Artificial Intelligence), Machine Learning (ML), voice search, DOOH (Digital Out Of Home) advertising have become the need of the hour. Furthermore, with the promising advent of 5G, the implementation of programmatic advertising is bound to reach newer heights.
With the innovation of newer promotional channels like DOOH, Voice-activated ads, smart devices, podcasts and audio programmatic advertising, and AR/VR, programmatic advertising has become the most pivotal aspect of advertising technology. Thus, long gone will be the days when marketers had to create a demographic-driven campaign through TV advertising.
2020 has been riding high with the surfacing of quite a few programmatic ad tech trends. A few of them are mentioned below –
The combination of Digital Out Of Home (DOOH) and mobile location data –
The digital avatar of Out Of Home (OOH) advertising, that is the DOOH, has the scope of refurbishing branding activities. Though DOOH itself is a programmatic buying model, with the combination of other latest technologies, the speed and scale of creating brand impressions will soar considerably. 2020 has brought the innovation of the following technologies to increase the direct impact and efficiency of the existing marketing methods:
- The combination of DOOH and mobile location data has the capacity of a greater turnover rate among the customers.
- The integration between the usage of mobile location data and OOH programmatic advertising has the scope of delivering an unparalleled viewing experience for consumers.
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Artificial Intelligence (AI) in programmatic advertising –
The integration of AI has been a blessing to every aspect of the digital and technological world. Therefore, it is a no-brainer that Artificial Intelligence (AI) and Machine Learning (ML) have been integrated into the audience management strategy of ad campaigns. AI has the ability to study multiple aspects of demographics and consumer data to predict real-time consumer behaviors. Besides this, AI has the ability to recognize the buying patters of consumers accurately and suggest ads accordingly. As a result, this will increase the overall brand impact and ad effectiveness consequently reducing the cost of investment per customer. Furthermore, AI is useful to track user data like the ad viewing metrics of a person which will consequently be significant in the placing and in deciding the format of an ad campaign. Over the last two years, the incorporation of AI in programmatic advertising has resulted in a positive impact on branding investments and increasing trust in AI in the advertising world.
Voice-activated programmatic advertising –
With the rise in the popularity of in-home voice-based smart devices, it has been noticed that people are increasingly shifting towards voice-first browsing. That is to say, netizens have been having browsing sessions without typing on the screen. This technology could be effectively put to use through programmatic advertising. OOH audio branding solutions have the ability to introduce brands to consumers in myriad ways. Those ways include broadcasting brand ads over speakers at the shopping stores, branding in elevators, taxis and waiting rooms, background ads inside the stores, etc. Thus, programmatic advertising has a crucial part to play in aiding advertisers to optimize ad spaces through voice-activated ads. These ad spaces could include a range of them from the in-store and on-application audio ad spaces to in-home smart devices.
With further innovation on the cards, the advertising world would be re-renovated to fir according to the demands of the consumers and the digital era through programmatic advertising to produce more fruitful outcomes.
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