2016 can be characterized as the year of mobile marketing, programmatic media and targeted social media display offerings. What are our 2017 predictions for programmatic? 2017 will be the year of intelligent, automated marketing. What do we mean by that? With a higher volume of platforms offering advertising, these experiences need to be more intelligent and fine-tuned in order to achieve a ubiquitous sense of connection within the full media mix.
The massive growth of programmatic and accompanied advancements in ad technology are threatening brands and agencies who manually buy media. Brands who champion programmatic and automation are expected to drive 100% of media buying executions by 2020.
2017 Marketing Predictions for Programmatic
Programmatic TV has been slated to boom for the past couple of years, but a lack of ad inventory has temporarily stunted growth. As we look to 2017, we are forecasting that ad inventory will increase as national or prime time ad lots become available.
Earlier in 2016, Nielsen launched Total Audience Measurement to quantify all video, regardless of how it was consumed – TV, over-the-top (OTT) devices, digital streaming, etc. By integrating all screen and device analytics into their rating systems, there will be more behavioral, psychographic, demographic and viewing data than ever before, inviting new entrants into the programmatic TV ecosystem.
With programmatic comes more targeted and personalized ad messaging. 61% of consumers have positive sentiments about a brand’s ad if it’s personalized and aligns with their needs. As we welcome 2017, advances in geo-targeting, dayparting and demographic targeting will all increase in sophistication. In a recent blog, we touched on the fractured intent-drive consumer journey – which Google has coined as “micro-moments.”
As ad targeting has improved, brands have adopted strategies that specifically focus on acquiring these “micro-moments.” For example, Dunkin’ Donuts implemented an intent-drive mobile campaign, “Time to Coffee.” Upon searching for “coffee near me” or some variation of the like, Dunkin’ Donuts provided consumers with the nearest Dunkin’ Donuts location and line wait times. In order to optimize the consumer journey without losing scale, marketers can look to programmatic for conquering these “micro-moments.”
The technology behind programmatic has left ad creative in its dust, but in 2017 we will begin to see creative catch up with how ads are delivered. Programmatic creative is an essential element for customizing consumer experiences, since the content delivered to a consumer must by highly relevant and appropriately aligned.
Of course trends work cyclically, and we might even see a resurrection of traditional advertising, such as print, radio or billboards as a flight reaction to modern digital ad technology. At the end of the day, a brand’s ultimate success in 2017 is contingent upon their ability to adapt to the industry’s latest technology, trends and challenges and harness these opportunities to augment campaign performance.