Within digital advertising, programmatic has emerged as a fundamental pillar for new marketing strategies, and its constant evolution continues to set the tone for 2024.
The trends shaping the future of programmatic advertising are crucial for the entire advertising ecosystem. Here are some key guidelines for campaign success:
#1 Include Emerging Channels: Audio, DOOH, and CTV
As advertising strategies evolve, there is a growing integration of various channels that cover different stages of the customer journey, offering wide opportunities for success in multichannel campaigns. Three channels that stand out this year due to exponential growth are: Audio, Digital Out of Home (DOOH), and Connected TV (CTV).
- Audio boasts a loyal audience that is less prone to distractions compared to visual media.
- Digital Out of Home (DOOH) represents the evolution of outdoor advertising in the 21st century, revolutionizing how we reach, measure, and retarget audiences in public spaces.
- Connected TV (CTV), emerging amid the decline of traditional TV, offers users a flexible way to consume audiovisual content with personalization tailored to contemporary needs.
#2 Shift in KPIs Toward Attention Metrics
More and more, advertisers are seeking metrics that support their branding investments, using terms like viewability to back their campaigns.
In recent years, the search for new metrics has evolved, leading to reporting based on attention metrics that go beyond what is quantifiable and instead focus on the quality of the impact.
#3 Real-Time Optimization and Advanced Targeting
Real-time optimization is key in programmatic advertising, and by 2024, tools for achieving this will be more advanced, enabling the delivery of ads to the ideal audience.
In this regard, Real-Time Bidding (RTB) is expected to become more efficient as demand-side platforms (DSPs) and supply-side platforms (SSPs) integrate more effectively within more sophisticated ad exchanges, capable of processing and exchanging larger volumes of data more efficiently.
Likewise, advanced segmentation will be enhanced to enable more personalized and effective advertising.
#4 Integration of Artificial Intelligence and Machine Learning
Artificial Intelligence has influenced all areas of digital marketing—and programmatic advertising is no exception.
Through AI and machine learning, it becomes possible to optimize and automate campaigns at all levels, from audience segmentation to ad creatives. It is also extremely useful for dynamically responding to and adapting in real time to consumer behavior patterns.