To mark ten years of programmatic innovation, GroupM’s Xaxis has outlined ten digital trends advertisers need to plan for this year.
In 2011, when Xaxis happened to launch, programmatic advertising accounted for just 10 per cent of digital display ad budgets. According to the company, only 500 million people were online.
Ten years later, more than 72 per cent of the $389 billion in digital advertising globally will be spent on ads delivered programmatically to a global audience of more than four billion people.
As audio, TV and outdoor all go through their own programmatic transformations, programmatic is rapidly becoming synonymous with digital.
However, with great power comes great responsibility.
As NewsGuard revealed in February, programmatic platforms placed advertisements from brands alongside COVID-19 misinformation, fuelling calls for greater oversight from the platforms in question.
The Top Tend Trends in Programmatic for 2021
1: E-commerce matures
E-commerce keeps evolving as a massive, data-driven ecosystem. Brands that ingest, analyse, and execute on that data across omnichannel solutions in real time will flourish in 2021 and beyond, Xaxis said.
2: Video becomes integrated
According to Xaxis, video is more integrated than ever across formats, channels, and platforms. Marketers will leverage new capabilities to deliver campaigns that engage consumers across them all.
3: DOOH prepares for the mainstream
The reach and impact of out-of-home advertising, combined with the power of programmatic, brings interactive, location-based, and mobile-connected campaigns to outdoor sites, Xaxis claimed.
Get ready for consumers to return to the streets and malls.
4: AI amplifies human strategy
AI gives marketers the power to act on more data than ever before, inspiring them to pursue more innovative media strategies, Xaxis said.
This year advertisers could see a surge in unique, creative applications of AI in advertising.
5: Creative goes programmatic
This year will move marketing towards creative hyper-personalisation at scale as AI blends with creative expertise, Xaxis claimed, delivering relevant ads with unprecedented accuracy.
6: Gaming gains attention
New programmatic opportunities in gaming will, according to Xaxis, help brands reach new audiences and connect with them in an environment that cultivates their undivided attention.
7: Diverse talent invites progress
Organisations will skilfully integrate diversity, equity, and inclusion into their recruiting, training, and retention, Xaxis believes, and the industry will see waves of “progressive innovation” as a result.
8: Outcomes will evolve
Driving real business outcomes is becoming marketers’ chief focus, Xaxis believes.
In 2021, outcome media will become even more integral by providing a framework for substantive business transformation.
9: Omnichannel extends its flexibility
Furthermore, across the year marketers will seamlessly coordinate and flexibly adjust digital media across all types of screens and channels as never before, Xaxis said.
This will see an integration DOOH, audio, and CTV.
10: Cookieless equals connections
According to Xaxis, in the cookieless world, marketers will elevate first-party data and contextual targeting. Brands that strengthen connections with consumers will win, it believes.
Featured image source: Xaxis.com
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