We have already entered 2022, and like every new year, the digital ecosystem is presented with a new series of updates and news. Starting from the great changes and the growth of the digital business that has taken place in the last couple of years, it is necessary, now more than ever, to be aware of these new trends and know how to take advantage of them to boost the growth and development of businesses. .
For this reason, Javier Martínez Amo, CEO of Onida , has reviewed what would be the main advertising trends for this year. This from the evolution of the sector in the last couple of years and its integration with programmatic advertising.
Programmatic Advertising Trends
In his analysis, Martínez Amo highlights six major areas in which to focus attention around programmatic:
- Digital Out Of Home (DOOH)
- Third Party Cookies
- SMEs and programmatic advertising
- Advertising in the metaverse
- Contextual advertising
Digital Out Of Home (DOOH)
DOOH is an advertising format that we can find more commonly on the streets, located on billboards , MUPIs or even on the walls of the subway. This format is halfway between traditional campaigns and the latest digital advertising. Since, it has taken the spaces where we could previously find advertising on paper, billboards, canvas and other materials, and has supplanted it with screens and digital content. Check out more on our blog.
This has made it possible to bring programmatic advertising and smart ads to new spaces, with greater proximity to users. And now, after the pandemic is over, and with the return to normality, we will find a revolution in the amount of inventory available in this format, which expands the horizons and scope of digital advertising campaigns.
The arrival of Smart TVs has also given rise to new media to integrate advertising. In this way, televisions connected to the Internet offer another alternative medium in which to incorporate advertisements, mainly in video format, which can offer more viewing time for businesses, since they thus cover periods of time in which users they are away from their mobiles or computers.
This trend has been established for some time in the United States, and now with digital growth it has begun to expand, reaching Europe and also the Latin American market as a niche to be exploited.
Since last year, there has been talk of the end of third-party cookies , in a line of promoting an ecosystem of greater security and privacy for Internet users. However, its already proclaimed completion has been postponed until the end of 2023.
Even so, its announcement created a strong tendency in the digital world to look for alternatives to this method that could allow the advertising market to continue. Therefore, although cookies have not been eliminated at present, the industry has already been adapting to new solutions in order to maintain advertising segmentation without infringing on the privacy and security of users.
SMEs and programmatic advertising
As Javier Martínez Amo explains, the top 100 brands that advertise on Facebook only account for 6% of their turnover. With the established trend of digital transition, many SMEs have been immersed in the online ecosystem and therefore in the world of digital advertising, thus generating a tendency in these companies to implement this type of campaign to give greater growth. and development of their businesses.
Advertising in the metaverse
The metaverse is now on everyone’s lips, and this new promise of a totally digital universe of virtual reality where we can interact and develop our day to day has given much to talk about. And, in the same way, it has offered a renewed opportunity for the advertising market.
This not only from the new virtual spaces where advertising can be promoted, but also from the large investment that the development of this metaverse will entail, will be mainly supported by advertising sales. Created in this way a development of and growth in this market.
This format comprises a type of targeting that is widely used within programmatic advertising; The purpose of the same is to give a better location to the ads in content and websites related to the brand and the business. This allows for higher lead generation and conversions, as well as click-through rates by targeting an audience more focused on brand interests, values, and goals.
Given the aforementioned situation with third-party cookies, contextual advertising is gaining ground, since in principle it does not need them. And having said that, it is proposed as a solution to be implemented in the future to finish making the change to this format.