If there was one advertising trend that continues to keep online marketers on their toes, it definitely has to be programmatic advertising. The ability of this ad-tech to streamline the entire process of buying ads while also delivering target audience at scale in a timely manner makes it a beloved choice of savvy digital marketers.
But while this ad technology is making waves across the world, its growth has been somewhat muted in India, especially compared to countries like the USA, China, and the UK. According to a Statista report on top countries with the highest programmatic ad spend in 2020, India stands at the 15th spot with $304 million. The USA tops the chart with $78,943 million.
As marketers in India are now warming up to the concept of programmatic advertising and how it works, 2021 can be a great year to add this technology to your marketing arsenal. To make things easier, here is a list of top 3 trends that you should watch out for to make it big with programmatic advertising in 2021-
1. The 3PC Annihilation in 2022
Google has made it clear that 3rd party cookies (3PC) will be phased out on Chrome in 2022. This move by Google clearly suggests its focus on providing more control to the users and ensuring utmost transparency. As these cookies were a vital ingredient for effective programmatic advertising, marketers should start working on their post-3PC strategy in 2021.
In other words, 2021 can be the year when you start searching for an efficient and effective alternative solution to interpret consumer behaviour online. Contextual targeting and encouraging website visitors to create accounts on your website are some practical solutions.
2. Go Big on AI
AI or Artificial Intelligence already plays a critical role in programmatic advertising. Apart from making the whole advertising process more effective, AI paves the path for marketers to better understand the consumers. For instance, it can be used for mapping customer journeys, selecting the ideal course of action, and improving the overall planning and strategy.
Marketers can also use AI for creating buyer personas that are similar to the target customers of the brand. This can also help ensure that the ad message is customized and spot-on. In 2021, look for ways to add AI to your marketing mix to make the best use of programmatic advertising.
3. Audio Programmatic on the Rise
Podcasts and audiobooks are gaining vast popularity among the Indian youth. According to a report on Mint, there are more than 40 million podcast listeners in India in 2020, a significant 60% rise from 2019. With programmatic advertising, brands and marketers can also find ad spaces for creating targeted audio ads.
With brands and platforms such as Gaana, JioSaavn, and Apple betting big on podcasts in India, 2021 can be an excellent time for digital marketers to use audio programmatic ads.
2021: The Year to Go Programmatic
Taking advantage of any digital advertising trend, especially when it is as technologically-driven as programmatic advertisements, makes it necessary for marketers and brands to understand its functioning thoroughly. If this is the first time you’re planning to add programmatic ads to your digital strategy, it’d be wise to learn more about the technology and start small.
The trends discussed in this post can be used in any programmatic strategy, no matter how complex or straightforward your advertising strategy is. As programmatic advertising is only expected to gain more prominence in the future, 2021 can be an excellent year to jump the bandwagon and experience the valuable benefits this innovative technology has to offer.