Programmatic advertising uses technology to automate the buying and selling of targeted ads online. Within the programmatic ecosystem, there are various technologies and companies that all play a specific role in the buying and selling of these ads.
If 2020 taught advertisers anything, it’s how to stay on our toes and navigate the many obstacles thrown our way. As we enter 2021, we’re seeing many shifts in advertising industry trends — consumer behavior is changing rapidly, new regulations eliminating third-party cookies, and more.
We will walk you through the most monumental digital advertising trends for 2021.
If you want to reach a wide audience, you need to go where your customers are — online. According to Pew Research Center, 81% of American adults go online every day, and 28% of these individuals are online almost constantly. The most popular online activities include:
Consumers are shifting to connected TV (CTV) and streaming services in bigger numbers than ever before. The global pandemic only accelerated this trend. According to data by The Trade Desk, connected TV reached over 80 million US households for the first time in 2020. This shift has implications for marketers and the way ad campaigns are deployed.
In the midst of the COVID-19 pandemic, this National Nonprofit day is especially meaningful for the team at AUDIENCEX. We are so proud of the many non-profit organizations we’ve supported – throughout the US and internationally – whose missions are to give back in meaningful ways. Recent engagements have included campaigns for Noman, Justifi, Venice Arts, Coral Vita, Nueva Vision Community Schools, Vision Care, and Blue Star Families. Below is a little bit more about some of the non-profits we’ve been honored to work with on a pro- bono basis.
Demand side platforms, or DSPs, are an important part of programmatic advertising. This technology allows advertisers and agencies to buy ads across multiple ad exchanges in multiple sources through one interface. However, each DSP has its own strengths, inventory sources, and characteristics. How do you know which DSP is right for your campaign?
Native advertising is an effective way for your brand to capture attention and build relevance. By definition, native advertising refers to content in an online publication that appears similar to the publication’s main content, but is paid for by an advertiser. The goal is ultimately to promote the advertiser’s products or services, without blatantly showing a banner advertisement for that product or service. The key to success is to fit your content seamlessly in the environment it appears in, without disrupting the user experience, and instead, adding value to it.
With the proliferation of digital audio, podcasts, and streaming radio, the way we listen to content is ever-changing. Although consumers still listen to traditional AM/FM radio, content such as podcasts, streaming music, and digital radio are growing rapidly – even more so in the midst of the COVID-19 pandemic.
Given the variety of screens and devices every consumer uses on a daily basis, marketers trying to capture the attention of consumers and connect with them face an uphill battle. When building out a marketing plan to reach your target market, there are very few instances where it makes sense to limit your marketing activities to only one channel to accomplish that goal. Rather than putting all your eggs into one basket, multichannel marketing is a better way to share your message with the right people at the right time.
Connected TV (CTV) is top of mind for many marketers today. When the world shut down in March amid the COVID pandemic, CTV viewership went through the roof. As our commuting and work schedules have changed, marketing plans have also adjusted, with less being spent on out of home, and more dollars shifting to other screens in our homes.