1) Advertising Spend
Programmatic advertising is no longer an up-and-coming trend for advertisers to jump on the bandwagon to compete with their competitors. The inherent technology behind programmatic has been developed and refined and is now an essential, viable channel that you must have when developing your clients’ 2019 media plans. Programmatic advertising must be part of your overall omni-channel strategy targeting your consumer base, meeting and exceeding marketing objectives. For the first time since the inception of this technology, Programmatic advertising spend will surpass $84 billion in 2019. This amount translates to a 19% growth year-over-year. Advertisers globally continue to pour their budgets and efforts into this effective strategy to realize future gains as the monumental growth for this realm will account for 65% of advertising dollars spent when considering all channel offerings. As an independent trading desk, our focus is helping our clients take advantage of this overwhelming shifting trend into programmatic advertising. We deploy and optimize all channels for a holistic omni-channel campaign approach to drive optimal business outcomes.
2) Artificial Intelligence
Programmatic advertising inherently leverages AI technology driving efficiencies streamlining automated bidding based on identified consumer behaviors. Currently, there are inefficient human interactions that are required for thorough data analyses to inform optimization decisions. With Artificial Intelligence rapidly gaining traction, we see these inefficient steps becoming obsolete providing the critical information each advertiser needs to become more involved with other optimization tasks enhancing campaign performance. Machine learning provides the ability to rotate best performing creative assets into the optimized flight. This will free up ample time for the strategist to focus their time on more productive tasks at hand. Dynamic creative optimization further augments the programmatic value proposition of delivering the right message, to the right person, at the right time and place. As with any form of automation, the human touch remains necessary since anything left untouched can go rogue and off objective. At mediate.ly, we pride ourselves on our all hands-on-deck mentality where each client receives white-glove service. It is this that defines our “why” as an organization: to be a better partner for our clients, anticipating what’s driving better campaign results. In tandem with various automated processes, this human effort allows multiple points of contact from campaign beginning to end. Our fish-tank style of collaborative thinking allows mediate.ly to stay ahead of the curve, bringing new ideas to the planning table.
Enacted in late May of 2018, GDPR’s purpose was to restrict and privatize consumer data points and was also created to expand user individual privacy rights from advertising practices. When the regulations were deployed, advertisers were forced to scale back spending to comply with the law. Marketers were afraid to overstep, hoping to avoid incurring financial penalties drawn from the regulating committee. Now that the smoke has cleared, and we have a better understanding of the regulations, advertising spend has begun to pick up significantly. Lastly, due to the fair advertising practices being established, Programmatic advertising will now take the centerfold in leading the overall growth of digital marketing’s current state. Keep an eye out for an increasing dependence on first party data and textual targeting as more data privacy regulations come to market and the instability of the cookie’s future is in question.