Growth of global programmatic display advertising is primarily driven by improved ROI for players across the value chain and improved addressability, viewability, ad fraud and better targeting.
Programmatic grew from a $14.2 billion industry in 2015 into a $19.5 billion in 2016 and is expected to strike $36.8 billion by 2019, according to Magna Global Ad Spend forecast. Dollars will move from desktop to mobile and from banners to video and native. NZ will continue to follow international trends.
Our digital landscape is cluttered with various media buying tech that can effectively deliver your marketing message to your targeted audience. However, in order for the tech to be an effective tool all the time, we need to have the right creative, the right message and we need to deliver the ad/content at the right time.
To quote Ben from Pinterest, “It’s the people not the algorithm that puts the magic into digital a-ha moments”.
Google's Accelerated Mobile Pages and Facebook's Instant Articles are reinventing the mobile web by delivering content at near instant speeds.
Data Management will continue to be one of the fastest growth areas of marketing investment. A robust data management platform that pulls from distinct first, second and third party sources helps marketers create actionable, unified customer profiles and segment audiences for more personalised engagement.
Customised Dashboards will provide a clear holistic view of campaigns including audience insights, interactions, and sales converisions.
Acquire Online are a now working with some of our clients to add customised dashboards to track their campaigns in real time. We can integrate any platform and it gives them complete transparency on how their campaign is progressing.
This space is getting rapidly commoditised and in order to grow, influencers will need to be integrated across the broader marketing/comms plan. No more aimlessly pushing out content to get paid. Effectively using live streaming platforms will play a key role in 2017 to increase brand awareness.
Augmented Reality (AR) is a technology that superimposes computer-generated images on the real world via a smart device’s camera view. A few years from now, 2016 will be considered as the launch year for AR’s trajectory for wide spread enterprise adoption. The bottom line is that it’s no longer a question of ‘if’ but ‘when’ AR will be a commonly used technology throughout a company’s business processes.
Voice will become increasingly important to control IoT systems and computing infrastructure. Google Assistant, Apple Siri, Amazon Alexa, Microsoft Cortana and Samsung’s Viv Labs acquisition underscore the importance of these new AI-assisted voice interfaces. They’ll be used across multiple devices like phones, PCs, tablets, cars, home appliances and other machinery. By 2020, Gartner believes smart agents will facilitate 40 percent of mobile interactions. This is the beginning of a new round of platform battles that you need to recognize, internalize and prepare for.
DMP's, native, beacons, viewability, ad fraud, real time dashboards for clients, programmatic audio and attribution modelling will need to be addressed.
At the end of the day what matters is your ability to adjust to the ever-changing MarTech industry or choose a vendor that is always playing with new tools and delivering results.
2017 is promising to be an exciting year for programmatic and Acquire Online is ready with all the fire power.
Bring it on!
If you would like to be brought up to date with programmatic advertising and find out how it can grow your business, contact Chris Schultz.
Marketers will be busy in 2017. At the top of their to-do list will be gaining a rapid understanding of the needs, aspirations and behaviours of Generation Z. Download Millward Brown's predictions for 2017 from Acquire Online by filling in the form below with your details.