Over the last few years, “programmatic” has been a regular topic of discussion across the ad tech industry. Headline after headline praised advances and mused over challenges as programmatic technology gained a stronger foothold in ad tech. With all this talk, it’s natural to consider where we’re headed next. This blog post will explore three aspects of programmatic advertising that will play key roles in its future growth.
As the adoption of mobile devices continues to rise, mobile video advertising is growing at an impressive rate. In the U.S. alone, brands are projected to spend upwards of $5 billion on mobile video in 2017. (Check out our recent Field Guide to Mobile Video Advertising for more info on mobile growth.) As this trend continues, advertisers who develop proactive cross-device programmatic advertising strategies will set themselves up for success over those who hesitate. A good first step would be to become familiar with technical standards like those set by the IAB that make it possible for video ads to be served programmatically across different devices without compromising quality or viewability.
The efficiency created by programmatic advertising doesn’t have to come at the expense of the user experience. In fact, programmatic is equipped with tools that support a positive user experience; namely, data allowing for precise audience targeting and more relevant ad messages. In the years to come, providers of programmatic technology will be driven to perfect these capabilities to strengthen their value proposition and spur further growth.
Programmatic creates a lot of efficiency in the advertising process, but it shouldn’t be confused with total automation. There’s still tremendous value in the human touch, which is why employees who specialize in creating and nurturing relationships between brands and media owners will be in high demand and help drive the future of programmatic advertising. For example, the SpotX Demand Facilitation team works to structure deals and group similar inventory into Curated Marketplaces to help boost revenue for media owners and improve viewability and audience targeting for advertisers, making programmatic even more effective for buyers and sellers transacting through our platform.
Programmatic advertising represents a huge opportunity for advertisers and media owners alike. Stay tuned for more updates and insights to come!
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