New year, new trends. Although many companies paused their advertising at the beginning of 2020 due to financial uncertainty, the flexibility of programmatic advertising allowed them to grow back again.
It sees a 36% rise in ads from January to July 2020, reaching the level before the pandemic. Industries of all sizes, especially SMEs, are increasingly moving towards programmatic advertising.
Of course, especially companies that offer certain online services or products that you can consume or use at home like media, entertainment, education & training, home furnishings, increased their programmatic ad spend.
Other industries like travel, retail, tourism rather reduced their ad spend since they were harder impacted. But as we see local opportunities for them, we formulated some suggestions about how to promote their local business online in another blog post.
Since we entered in 2021, it is important to know the new trends in programmatic advertising and take advantage of them:
The trend of in-house programmatic is increasing since more brands feel the need to directly control their campaigns. This will drastically change the relationship a company has with its media agency.
We have already talked about how to move programmatic in-house, build or choose SaaS. On the one hand, you have a higher control and more transparency, but on the other hand, it requires significant investments. So, you have to make sure that it will really outweigh the costs.
There are SaaS platforms, like Adello Direct, which are simple to use, have low cost, and you can manage your budget efficiently. The platform must also have ad fraud prevention, like AdCTRL, to avoid unnecessary additional costs to your ad campaign. In this way, you can get the transparency in your spending that you were seeking with in-house programmatic by using less money.
With the shift to in-house programmatic, agencies and SaaS platforms need to reinvent themselves by offering more control and transparency to the advertiser.
Avoid heavy ads
It is of great importance to keep optimizing the quality of the ads.
For example, Chrome will not display heavy ads to ensure a better user experience. Those ads that use more than 4MB of network data, or more than 15 seconds of CPU for 30 seconds, or 60 seconds of CPU in total, will not be uploaded.
A few ad platforms, like Adello Direct, make sure that your ad is ready to be displayed on the network and so being seen by the right users. Check out the ultimate creative guide to see how to improve your ad creatives.
Third-party cookies will no longer be available on Chrome by 2022, to enhance consumer control and transparency. If you have not already done that, it is essential to react now and develop strategies in 2021 for programmatic advertising.
But there is no need to panic. You can successfully run advertising campaigns without cookies. The most advanced DSPs and ad exchanges already have a solution that can help you reach out to the right audience 😉.
Rise in investment
Investments in programmatic advertisement rise every year. Just to give you an idea, in 2020 half of the publishers sold more than 81% of their inventory, and half of the agencies purchased more than 41% of their video in a programmatic way (+50% compared to 2019).
This means it is a good idea for your company to assign a budget for this kind of ads today.
Use new emerging formats
Every year we see new ad emerging formats. It is important to be always up to date with new creatives and not looking old-fashioned. Especially if you want to win clients of the new generations.
These kinds of ads are usually more interactive and use, for example, VR or 360° models. If you want to try out some of them, have a look at our creative gallery here.
2021 will be a year of new opportunities for programmatic advertising. Are you ready to take advantage of it and increase your sales?