The ability to streamline ad purchases and offer audiences at scale has made programmatic a go-to digital advertising solution. While programmatic advertising is hailed across the world, Indian marketers are more heavily invested than their peers.
According to an ExchangeWire report, only 2% of the advertisers are not using programmatic advertising in India compared to 33% in Japan, 9% in Australia, and 6% in Indonesia. But just like other advertising channels, knowing the latest programmatic trends is the first step to making it work for your business.
Here are the top 5 programmatic advertising trends that advertisers and digital marketers should not ignore in 2022-
1. CTV Advertising
CTV or Connected TV advertising ruled the roost in 2021. A report suggests that between 2020 and 2021, CTV viewing increased by 31% in India. The digital transformation in the country coupled with viewers steadily switching to CTV and OTTs from conventional linear TV encouraged advertisers to add CTV to their programmatic marketing mix.
Advertisers can tap into the vast potential of CTV advertising to make the most of their marketing budget in 2022.
2. Omnichannel Marketing
India has one of the fastest-growing electronic devices markets. The sales volume for smartphones, tablets, and smartwatches has been consistently rising throughout the country. With the help of an omnichannel programmatic ads strategy, advertisers can target such devices.
One of the biggest advantages of programmatic advertising in this regard is its ability to customize the ad offerings for each device for higher engagement.
3. Reducing the Reliance on Cookies
Since the introduction of programmatic advertising in digital marketing, cookies have played a critical role. While Google has delayed the phasing out of 3rd party cookies to 2023, advertisers should start working on a transition strategy for the cookieless future from 2022.
Rather than expecting a silver bullet, 2022 can be the time for advertisers to search for identification alternatives that can help them generate revenue from online advertising.
4. Contextual Advertising
Cookies encouraged advertisers to look past contextual targeting and focus more on behavioural targeting as it enabled advertisers to collect user information without their agreement.
With India all set to introduce its own set of GDPR-like data protection laws, contextual advertising might be one of the biggest digital advertising trends in 2022. In contextual advertising, cookies are not required as it does not target individual users.
5. Mobile Gaming Advertisement
According to a report, there are around 430 million mobile gamers in India, which is expected to surpass 650 million by 2025. Using programmatic ads on mobile gaming apps could be an effective strategy for advertisers in 2022 and beyond.
As programmatic advertising solutions allow advertisers to reach the right audience in the right place and at the right time, using the advertising channel to reach the target audience through mobile gaming apps could deliver impressive ROI.
Making the Most of Programmatic Advertising in 2022
With 2022 around the corner, it is an excellent opportunity for advertisers and marketing agencies to start working on their programmatic advertising strategy for the new year. Adopting the top trends or taking inspiration from them to create a personalized programmatic strategy can effectively reach the target audience and improve ROI.
The assistance of a reputed digital marketing company could help improve the effectiveness of your ad campaigns and unlock the hidden potential to take them to the next level.