2017 saw the tenth anniversary of programmatic advertising. From its humble beginnings, over half of all non-search digital ad spend is now made using the technology. The days of slow deals, subject to human errors and inefficiencies, are increasingly behind us.
But adtech’s story is far from over.
The next ten years will see new technologies that will fundamentally change the way advertising is experienced in our day-to-day lives, whether as media buyers or as consumers. It is our responsibility as technology providers to capitalise on these changes as best as possible, delivering what is becoming a genuinely helpful service by connecting consumers to the purchases they want to make.
By 2027, programmatic will become ubiquitous in the marketing sector. It will no longer be a line item on a media plan, but will be taken as a given by media buyers. Programmatic will extend its depth, moving into more channels such as DOOH, TV, Radio, and VR. It will also extend its breadth to more consumers, yielding more data across more localities to properly optimise successful campaigns.
Ditching siloed channels
Understanding the omnichannel user experience is already a must for any effective programmatic marketer. The way an ad is engaged with by a consumer, between, say, their desktop and mobile, is crucial for advertisers to understand to best optimise their campaigns. The ‘single view of the consumer’ across multiple devices currently spoken of will be a well-established state of affairs, with marketers having an accurate view of cross-device behaviour.
traditional broadcasters will adopt the media buying techniques of their peers in the video universe
The way consumers engage with multiple channels will change too. A search for a product or service on their smartphone will instantaneously update the ads recommended to them when on their laptop or tablet. What’s more is that consumers will quickly raise their own expectations in light of these developments, demanding convenient, real-time offers and messages, and scrutinising ads which are irrelevant and unnecessary. The consumer will even start to see advertising as a core component of shopping, with smart refrigerators reminding them of the need to buy milk through an ad, having detected that they don’t have any.