By Gamned’s international management
Digital is constantly evolving and so is programmatic! The fast evolution of the market and its ecosystem makes it hard to predict precisely what the future holds. Nevertheless, it is already possible to identify the main trends of the 2019 and suggest 5 resolutions to make this year.
- Put yourself in the best light: thanks to data
After GDPR, the programmatic market witnessed the emergence of new data opportunities. If the regulation’s main goal was to get rid of all or most of the wrong practices, it also raised awareness of the abundance of available data and more precisely 2nd party data. Whether it is the giant Amazon or trade marketing alliances between brands and distributors, all tend to enhance the value of their data. Publishers make no exceptions and are also working on the best ways to serve the advertisers’ needs. Through audience extension strategies they are allowing brands to build up a dialogue and continue the storytelling following the users’ navigations.
- Take care of yourself: benefit from expert advices
Last year, all the lights were on media traders, who are rare and coveted profiles at the heart of programmatic buying. But in 2019, if a good trading desk is still very much defined by its ability to attract and train talents, it also has to offer new consulting services in order to help advertisers navigate through a complex market. Whether it is choosing the right operational system choices, clarifying buying methods, recommending the most suitable partners or even delivering useful business insights that will benefit the entire marketing mix, programmatic experts will have to be able to answer all your questions. More than that, they will have to anticipate them. An opportunity not to miss on!
- Learn something new: get a programmatic training
By 2022, 100% of brands consider implementing internally all (62%) or part (38%) of their automated media buying. Stay ahead of the game and learn all mysteries of programmatic with programmatic experts now. While the ecosystem is structuring itself as it grows, the mechanics, tools and reading grids remain relatively complex and secretive. If there is a checkbox on your 2019 to-do list, it should be this one: complete a programmatic training.
- Stay one step ahead: new programmatic formats
This year it’s decided – you will innovate and there’s no way you are going to miss any trend! To help you keep up the dialogue with your target audience, programmatic adapts to all digital communication channels and blends in with conversational marketing tools. Exchange in full privacy with your web users thanks to ads linked to Facebook and WhatsApp instant messaging.
Interested in audio advertising? If we look at the progress made in the US – an advanced market – it is very likely that podcasts, whose audience soared last year, will be the next “it” thing! According to tests conducted in 2018, it seems that the giant Netflix and its 137 million subscribers, also considers integrating advertising spots between two episodes of House Of Cards and Narcos. Watch out binge watchers! Another screen to watch closely: by 2020, programmatic will be broadcasted on televisions. Addressable TV is already a much talked-about topic. Stay tuned!
- Be seen: branding measurement
In 2019, make peace. Programmatic reconciles branding with performance thanks to many available metrics. With viewability and attention-measurement methods, the market now has new solutions to track the impact of your messages. In this context, the CPH (cost per hour) is creating a place for itself on the market among other famous KPIs (CPM, CPL, CPCV,…) and advertisers are now able to buy available attention time to ensure the ad recall.
Advertisers, Agencies, programmatic became the essential digital playground for your campaigns! This lever gains in transparency and offers smart and personalized strategies to reach your goals. Don’t miss out on this year’s innovations !