As the ad tech industry continues to grow and evolve, there are a few key trends that are worth keeping an eye on. These trends, ranging from the heightened focus on data privacy to the widespread adoption of 5G networks, are sure to have a major impact on how businesses promote and sell their products and services. So, without further delay, let’s delve into what the future holds for ad tech and explore these exciting trends in greater detail.
1: Data-Driven Marketing
Data-driven marketing is a trend that has taken the marketing world by storm, and it’s easy to see why. By using data to inform their decisions, businesses can ensure that every dollar spent on marketing is wisely invested. This will help them reach high-value customers. One way brands can accomplish this is by prioritizing the acquisition of high-quality first-party data. They can also form strategic partnerships to gain access to secondary data sources.
When you have a deep understanding of your audience’s preferences and behaviors, you can craft targeted advertising campaigns. These campaigns are more likely to resonate with potential customers. In short, data-driven marketing is a powerful tool. It can help businesses make the most of their marketing efforts and drive real results.
2: Programmatic Marketing
In today’s fast-paced and competitive market, brands and marketers are feeling the pressure to make every dollar count. It’s more important than ever to be strategic with your marketing budget. In 2023, the value of brands is only set to increase. So it will be crucial for marketers to be strategic and efficient with their spending. In light of recent changes to privacy regulations and the phasing out of third-party cookies, many marketers are turning to programmatic marketing. This is a way for them to navigate the shifting digital landscape.
In order to succeed, marketers must be cost-effective and able to demonstrate a strong return on ad spend to business leaders. By staying on top of the latest trends and utilizing proven strategies, you can effectively reach your target audience and drive real results for your business.
3: Web will be Cookieless
The phasing out of third-party cookies presents both challenges and opportunities for programmatic advertisers and publishers. One of the biggest benefits of cookieless inventory is the ability to access new customers and potentially increase campaign budgets. For marketers who are new to cookieless targeting, it may be worth testing campaigns to reach new audiences at lower cost-per-thousand impressions (CPMs).
This can be especially valuable in light of the recent introduction of new privacy laws in India. By exploring the possibilities of cookieless inventory, you may be able to expand your reach and find new ways to connect with your target audience.
4: Video Marketing Will Explode More
Did you know that over 3.26 billion people around the world watched streaming or downloaded video content in 2021? This number is only expected to grow, with digital video viewership projected to reach 3.48 billion by 2023.
With such a large and rapidly growing audience, it’s clear that video marketing is a crucial element of any successful marketing strategy. By using video to connect with your customers and share your message in an engaging and visually appealing way, you can build personal relationships and drive conversions. In fact, studies have shown that incorporating video into your marketing campaigns can increase conversion rates by up to 80%.
So if you want to stay competitive and make the most of your marketing efforts, it’s time to start prioritizing video marketing. With its proven effectiveness and numerous benefits, it’s a powerful tool for promoting your business and driving sales.
5: Connected TV
The popularity of streaming channels has soared in recent years, driven in part by the COVID-19 pandemic. The increasing availability of high-quality English, Hindi, and vernacular content has also contributed to this trend. As a result, connected TV (CTV) is poised for tremendous growth as streaming becomes the preferred viewing option for TV audiences. This trend is expected to be further fueled by Netflix’s expected entry into the market in the first half of 2023.
In addition to traditional TV programming, the over-the-top (OTT) streaming market includes internet advertising, video games, e-sports, music, radio, and podcasts. All of these are projected to see increased revenue in the coming years. CTV advertising is known for its high audience quality, with 12% and 10% higher quality compared to display ads and online video ads, respectively. As such, CTV is an attractive option for advertisers looking to reach a high-quality audience.