Over the past few years, there has been a flurry of global, geopolitical and macroeconomic changes, stressful situations, and force majeure. This also affected programmatic solutions. In today’s compilation, we provide you with the main trends shaping the advertising industry in 2023. Check them out to build an efficient marketing strategy in the coming year!
Sunsetting Cookies and the Rise of First-Party Data Solutions
Google keeps developing strategies for finishing cookie-files support. They plan to stop working with them by 2024. You still have time to find another way that will not compromise users’ security.
Proprietary data is the rising trend that helps to replace cookies by performing the same tasks. It helps to overcome barriers and divide the audience into segments for setting ads efficiently.
Growth of Connected TV [CTV]
In 2021 and 2022, connected TVs became incredibly popular because of the pandemic restrictions. According to research by Statista, 92% of households in the United States became reachable by programmatic ads in the first three months of 2022, and that is fantastic.
Let’s consider that, according to the same research, 73% of households like to watch free content supported by ads. The continued rise of CTV brings marketers almost endless advertising abilities that allow them to reach a client from any audience segment.
Digital Out-of-Home Ads [DOOH]
The pandemic situation has become more controlled, and lockdowns are likely to be a thing of the past. In 2023 more people will begin to leave their homes for entertainment, including out-of-home ads.
They are ad-blocker resistant, broadly seen, and fit the cookie-free concept. Digital technologies at the current level make them extraordinarily creative and live, giving market specialists incredible possibilities.
Contextual Advertising is Back In Fashion
Tightly connected with the end of the Cookies era, contextual advertising will become an efficient solution for marketers in the nearest future. This classic technology leans not on the user’s personal information but on the website themes and helps to place ads on relevant web addresses.
Contextual targeting helps to make your ads more efficient and makes users concentrate on them stronger. New data-collecting technologies will enable advertisers to make promotions more relevant and personalized.
Rising Value of Bidstream Data
Bidstream data is one of the latest tendencies in data-driven online advertising. It contains different types of raw data connected to bid requests, such as ad format, visitor’s devices, information about the website, browsing activity, etc.
Advertisers can receive this information in real-time, the moment before a user accesses the place. It allows marketers to build significantly more efficient strategies with advanced AI-powered technologies, deeply analytiсs, and machine learning!
Bidstream data helps market players to massively upscale advertising optimization and business revenue as well!
Audio and Podcast Ads Scale-up
With the rising interest in music & radio streaming platforms, audio advertising has become more popular and diverse. According to statistical research by Edison Research, people in America spend more than an hour per day listening to playlists, radio, and podcasts online daily.
Research shows that listeners find podcast advertisements not so intrusive and react positively to them. Ads can be added to any part of the podcast series or even read by a host.
White Label Software Expansion
Here is another classical solution that experienced a revival in 2022 and will grow prospectively. The White Label approach means that one company produces software while the other leases it, customizes, and sells it as its brand or solution.
In current conditions, it is available not only to large corporations but also to SMBs. For example, BidsCube white-label solutions like WL AdExchange or WL SSP can help you to establish an advertising business starting from only $300. It helps our customers to achieve maximum income with the minimum of investments.
5G Boosting Programmatic Industry
The scheme is straightforward. The speed gets faster, and bids speed up as well. In general, the media in advertisements can get a higher dpi. Videos of high quality bring more attention and raise the effectiveness of every single ad. The visibility of advertisements also increases as users stop using ad blockers to speed up page loading.
In-Game Advertising
By 2026, more than 2,6 billion people will play mobile games, The Entertainment Software Association reports. The industry revenue will grow by $174,6 billion by this time. It is excellent proof of in-game advertising effectiveness.
Ads in games allow users to collect in-game money or may perform as regular banners at any part of the screen including the OTT ads. In-game advertising provides marketers with lots of ‘pros’ and becomes more and more efficient! Learn more about mobile advertising in our latest article: The Rise of Mobile Programmatic Advertising: Essential Guide
Omnichannel Campaign Management
The omnichannel approach to marketing takes into account the extending number of devices people use every day. They switch between PCs, smartphones, tablets, and smartwatches in one day.
An omnichannel campaign management helps reach every device via programmatic ad technologies. It delivers the best user experience on every gadget, attracting users who are interested in your brand.
Programmatic Campaigns Run In-House
More and more companies are now controlling their programmatic ad purchasing. It makes the advertising process more open and improves the whole campaign. Other benefits companies get from this approach is a significant cost reduction and an ability to reinvest in active initiatives on the market.
Convergence of SSP and DSP
Demand Side Platform and Sell Side Platform are two kinds of connection to the programmatic ecosystem, the first one for advertisers, the second for publishers. Time passes, and they become more and more connected and even alike! DSPs start integrating with publishers straightforwardly, and SSPs become partners with agencies, which means using the strategy of DSPs. It leads to a new market model, more efficient, transparent, and easy-to-understand.
Voice-Activated Ads
The popularity of voice-activated ads is connected tightly with the growth of voice assistance popularity. They perform the same functions as computers, and forgetting about this field for advertising makes you lose revenue. It has to be very popular, yet promising.
What’s next?
Technologies from our selection can potentially become market leaders in the coming year. We advise you to remember classical advertising methods, which always stay efficient, and try new solutions that fit your industry precisely. Want to create strong advertising strategy for 2023? Contact us and we will provide you with the best solution!
