The pandemic has changed our lives, our needs and behaviours, which is reflected in the consumption of digital content, especially on streaming platforms, audio or video games, the centre of our entertainment, and many times, our social relationships. Given the current panorama and the new entertainment platforms, advertising must adapt and evolve within new formats that allow brands to reach their target audience.
And what type of advertising adapts, is based on the data of our audiences and has the most versatile and creative formats? Programmatic advertising. Making Science, technology, and digital marketing consultancy brings together the trends in programmatic advertising that will undoubtedly play a leading role in brand strategies in 2022.
Discover how programmatic advertising in its various formats is a more efficient type of advertising that will allow better targeting and greater personalisation!
Buying advertising space on internet radio platforms, podcasts, or streaming music is something that many brands have been doing for some time, but given the increase in consumption of this type of online/streaming content in 2020 and beyond, we expect programmatic audio to grow exponentially.
Programmatic audio opens up a world of possibilities in which reaching the right audiences or segments is becoming easier and easier. Allowing very accurate demographic segmentation, acting as a partner to traditional radio ads and developing in an environment conducive to listening as the platforms mentioned above, programmatic audio becomes an essential asset for any brand.
Programmatic TV has the advantages of audience-based targeting, TV ad buying automation and artificial intelligence, inventory optimisation and data-driven analytics.
The main media adapted to the programmatic TV offer are Connect TV, TVs connected by native integration to the internet (smart tv) or via external devices (Chromecast, PS4, Xbox), HbbTV, an industry-standard initiative for hybrid digital TV to harmonise the transmission, via TVs or Set-Top-Box, of TV content across devices other than TV (desktop, mobile and tablet) and Catch up TV, a form of “video on demand” that allows viewers to watch linear TV programmes over a period of time.
Digital Out of Home (DOOH)
DOOH refers to OOH advertising but in its digital version, which allows campaign tracking, personalisation, geofencing, retargeting, measurement, among other things.DOOH are the digital billboards that we all see every day in our cities. Using programmatic advertising on these, we can show each person who passes in front of these billboards and has their mobile device with them (which will automatically connect with the billboard through NFC technology) an advert according to their tastes and interests. With DOOH, brands can achieve visibility and be integrated into drive-to-store campaign strategies when used with programmatic advertising, measuring whether users who have seen our outdoor ads have visited the physical shop.
Streaming platforms have become a perfect place for the execution of programmatic advertising, especially since the early days of the pandemic, where the concept of “streaming” has become synonymous with consumer entertainment at a time when isolation was being installed in our lives indefinitely.
With consumers increasingly using these platforms, brands have an opportunity to impact their audiences by offering content tailored to each user’s tastes, and the streaming platforms themselves know this. That is why some of them, such as Disney+, already have their programmatic advertising platform (DRAX – Disney Real-Time Ad Exchange) with which they want to automate advertising sales through programmatic platforms, as television advertising becomes more personalised, allowing brands to reach different households around the world with different ads based on consumer data.
Currently, chatbots are a resource used by several brands both on their websites and other channels, and they allow us to attend to our users by solving some simple questions quickly and effectively. And what does programmatic have to do with this? A lot. This new format allows us to communicate with our customers programmatically outside the web. Impacting our target, at the right time, with the message we want. Through this format, we can guide the user to specific content, resolve their doubts and even carry out a survey about the products in the campaign.
New formats and solutions to face the new privacy world
In the new world of online user privacy, we must adapt our actions and strategies to respect the privacy of those who visit us. This is why, in order for our programmatic campaigns to be successful, the environment must be adapted to the new needs of privacy. Therefore, we must introduce different solutions and tools that allow us to continue with our digital activity, such as the new Google Analytics, Google Consent Mode, Data Quality or Ads Data Hub.
On the other hand, several technology partners are promoting strategies that use their own user ID, such as Amazon DSP, undoubtedly one of the trends that brands will explore the most in the coming months. We highlight Amazon’s first-party audiences, which are now becoming a strategic advantage when working on Amazon campaigns in relation to the disappearance of 3rd party cookies.
In the words of Sandra Olivas, Adtech Area Manager at Making Science, “in a post-pandemic scenario in which the protection of user privacy in digital is increasingly stronger, new strategies and trends in programmatic will play a key role for brands and will help to impact their audiences in a new and effective way, respecting the current and future digital ecosystem”.