Top Programmatic Marketing Trends Affecting Media Buying in 2019
The Effectiveness of Dynamic Creative Optimization
The Targeting Capabilities of Digital Out of Home
Programmatic technology has reached digital out of home (DOOH) advertising, and the advantages are substantial. Marketers are eager to make use of the amazing capabilities such as environmental triggers, retargeting using geofencing, and cross-channel amplification. After all, a reported 22% of consumers search, purchase, or take social action within 30 minutes of seeing an OOH ad.
Programmatic DOOH campaigns are able to deliver highly relevant content in a cost-effective way. This is likely why the worldwide DOOH market size alone is projected to grow to $15.9 million by 2027. Compounding programmatic tactics with the vast capabilities of OOH creates many opportunities for campaign success.
The Intimacy of Programmatic Audio
According to a study by Digilant, 50% of all internet searches will be conducted via voice in 2020, which creates an enormous platform for audio ads. Speaking directly to the target without having to compete for their attention makes it easier to personalize your campaign message and connect to the consumer, which creates a more memorable impression.
Studies have even shown that listeners exposed to authentic, personalized ads are 2.4x more likely to convert, so it’s no wonder this advertising medium continues to impress.
Over 56 million smart speakers shipped in 2018, which offers an excellent opportunity for brands to harness the power of voice-activated advertising and connect with users right in their homes. By doing this programmatically, feedback is instantaneous and therefore allows campaign creatives to adjust for optimization in real-time.
Audio ads are also resistant to ad-block extensions, which offers a high degree of transparency. And since it’s not possible to skip through audio ads, there is a much lower risk of ad fraud.
The Mass Adoption of Podcasts
Podcast sponsorships have proven to be an extremely valuable part of advertising strategies, and are estimated to generate the US over $1 billion in revenue in 2021. Advertisements delivered directly by a podcast host have proven to be a genuine-feeling way for brands to speak to their target audience.
According to IAB’s 2019 Podcast Ad Revenue Study, “podcast listeners continue to respond well to ads, scoring high marks in terms of engagement with ads as well as responsiveness.” Want to learn more about programmatic audio? Read all about it here.