The Future of Programmatic Marketing: Emerging Trends to Watch Out for in 2021
Programmatic marketing is a rapidly growing field, with new technologies and techniques continually emerging. With the ever-shifting landscape of digital advertising, it’s important to stay ahead of the curve and keep up with the latest trends. In this article, we’ll explore some emerging trends in programmatic marketing that you should be aware of in 2021 and beyond.
1. Contextual advertising
Contextual advertising is a form of advertising that involves placing ads in web pages based on the content of the page. For example, a sports website might show ads for sports equipment, while a health website might show ads for fitness products. Contextual advertising is a form of programmatic advertising that uses algorithms to match ads to relevant content. It’s becoming increasingly popular as advertisers look for new ways to target their audiences in a privacy-first world.
2. Personalization
Personalization has been a buzzword in marketing for years, but it’s still an important trend to watch in 2021. Programmatic marketing is enabling advertisers to use data to target ads to individuals based on their interests, habits, and purchase history. By creating personalized ads, brands can increase engagement and build stronger relationships with their customers.
3. Connected TV
Connected TV (CTV) is a term used to describe watching TV through an internet connection, typically using a smart TV or a streaming device. CTV is becoming increasingly popular, and programmatic advertising is making it easier for advertisers to reach audiences on this platform. By using CTV, brands can reach viewers who might not be watching traditional TV, and they can use data to target their ads to specific households.
4. Data privacy
Data privacy has been a hot topic for years, but it’s becoming increasingly important in the world of programmatic marketing. With new privacy regulations like GDPR and CCPA, brands need to be more careful than ever when it comes to collecting and using data. Programmatic marketing is enabling brands to target their ads to specific audiences without compromising data privacy, using techniques like hashed emails and probabilistic matching.
5. Voice search
Voice search is becoming increasingly popular, with more and more people using voice assistants like Siri and Alexa to search for information. Programmatic marketing is enabling advertisers to target their ads to users based on their voice search history. By using natural language processing and machine learning algorithms, brands can create ads that are tailored to the specific needs and interests of their target audiences.
6. Emerging technologies
Emerging technologies like augmented reality (AR) and virtual reality (VR) are becoming increasingly popular, and programmatic marketing is enabling brands to use these technologies to create engaging and immersive ad experiences. By using AR and VR, brands can create ads that are more interactive and memorable, and they can use data to target these ads to specific audiences.
7. Influencer marketing
Influencer marketing is another trend that’s been around for a while, but it’s still a major player in the world of programmatic marketing. By partnering with influencers, brands can reach new audiences and build trust with their customers. Programmatic marketing is enabling brands to target their ads to followers of specific influencers, making it easier to reach the right people at the right time.
Conclusion
Programmatic marketing is evolving rapidly, with new technologies and techniques emerging all the time. By staying ahead of the curve and watching for emerging trends, brands can stay competitive and continue to engage their audiences. From contextual advertising to influencer marketing, the future of programmatic marketing looks bright.
FAQs:
1. What is programmatic marketing?
Programmatic marketing is a form of digital advertising that uses data and algorithms to target ads to specific audiences.
2. Why is programmatic marketing important?
Programmatic marketing is important because it enables brands to target their ads to specific audiences in a more efficient and effective way. By using data and algorithms, brands can create personalized ads that are more likely to engage their target audiences.
3. What are some emerging trends in programmatic marketing?
Some emerging trends in programmatic marketing include contextual advertising, personalization, connected TV, data privacy, voice search, emerging technologies like AR and VR, and influencer marketing.
4. How is programmatic marketing changing advertising?
Programmatic marketing is changing advertising by making it more data-driven and targeted. By using data and algorithms, brands can create ads that are more relevant to their target audiences, leading to higher engagement and better ROI.
5. What should brands do to stay ahead of the curve in programmatic marketing?
To stay ahead of the curve in programmatic marketing, brands should stay up-to-date on emerging trends and technologies, test new strategies regularly, and invest in data and analytics to gain insights into their audiences.
