Looking to understand what programmatic trends you need to be aware of as we go into 2023? Look no further! According to StackAdapt, one of BrandVerge’s partners, here are 5 programmatic trends to keep in mind as we head through this year.
1. Take advantage of the variety of devices and channels
As of 2022, data from Deloitte has found that an average household owns around 22 connected devices, which are likely composed of a mix of phones, tablets, laptops, and more. It is clear that people are using a variety of different technologies to consume media and therefore must be provided a unified experience. This can be done by using a multi-channel advertising strategy to create a cohesive story for your brand using different channels. This strategy can provide you with growth in the percentage of the total target audience which leads to a higher return on investment.
2. Utilize DOOH ads!
Did you know that Digital out-of-home (DOOH) ads are growing and are expected to reach $45 billion by the end of 2024? It’s true, and even many executives believe that the investment in programmatic DOOH will double over the next 18 months.
This is why it is important to integrate programmatic DOOH into your advertising strategy, specifically for brand awareness in order to ensure you have efficient and strategic out-of-home media buys.
3. Tap into the potential of audio ads
The average American listens to about 1 hour and 40 minutes of digital audio per day, and this listening time is projected to continue growing, as 67% of Americans listen to digital audio. Accordingly, data from Statista projects that worldwide programmatic audio ad spend is expected to reach a projected market volume of $11.85 billion by 2027.
Based on these projected metrics, we recommend you incorporate programmatic audio into your brand strategy, as it can be targeted to reach the perfect audience through multiple devices. You can even pair audio ads with an audio companion banner that provides a visual aid along with the audio to engage audiences!
4. Leverage cookieless strategies
Marketers know it is time for cookieless advertising to be widely implemented, however, many still continue to leverage cookies.
We believe that right now is the perfect time to introduce a cookieless advertising tactic into your brand’s strategy, by working with programmatic partners who support the performance of cookieless campaigns. By implementing this change now, your brand will be perfectly stationed as the programmatic landscape continues to change.
5. Unlock the power of gamers with in-game advertising
With almost 201.7 million gamers in the US alone and growing audiences every day, gamers are an untapped audience full of potential. With in-game advertising, your brand’s ads can be seamlessly integrated into the game, whether it be on a mobile device, a computer, or a tablet. Moreover, did you know that gaming is actually quite a widespread activity? Research has found that people from all over the world, of all ages and interests, can be logged online playing the same game together, which makes advertising to gamers a more effective and creative solution to add to your strategy for 2023!
Need advice on how to start implementing these strategies? Get in touch with us to discuss how we can help your brand integrate these key game changers into your advertising strategy.