Advertising on Connected TV is a must

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More and more users are consuming online content through smart TVs . In fact, Connected TV and OTT (Over-The-Top) advertising, which is what we find in video content on, for example, Netflix or Amazon Prime, without the intervention of traditional providers, are two of the fastest-growing areas in the digital advertising ecosystem. This makes Connected TV a modality to consider in your programmatic advertising strategy from now on.

To implement this type of advertising, it's critical to select DSP/SSP platforms that offer access to a comprehensive and engaging Connected TV inventory and advanced targeting capabilities. However, it's still ideal for your programmatic advertising  strategy to specific database be omnichannel , where Connected TV complements other media such as display advertising, native advertising, or DOOH (Digital Out of Home) advertising.

 

From OOH to DOOH

Within the field of outdoor advertising, we find traditional outdoor advertising, or OOH (Out of Home), and digital outdoor advertising, or DOOH (Digital Out of Home). The first type includes billboards, vehicle shelters, or posters at various locations. 

In the second case, we're talking about an evolution of OOH advertising, which uses digital screens to display dynamic ads in public places. The advantage of these ads over traditional outdoor advertising is that they can be updated in real time and adapt to different factors (time, weather, traffic, etc.) to enhance their effect and performance. But that's not all: DOOH can also provide precise metrics to measure the impact of advertising campaigns, which greatly improves analytical capabilities and ad optimization opportunities.

On DSP platforms, DOOH advertising can also be purchased automatically. So much so that digital displays are replacing traditional OOH advertising.

 

Artificial Intelligence in programmatic advertising

Artificial intelligence and machine learning have already become true pillars in the programmatic ecosystem. These technologies enable:

Automate complex processes.

Optimize campaigns in a more advanced and real-time manner.

Segment more precisely through analysis of large volumes of data.

Predict future consumer behavior and create personalized strategies.

Track and evaluate the impact of each touchpoint in the customer journey, providing a more complete view of programmatic advertising ROI.

This type of technology, such as AI, is already being integrated very comprehensively and deeply into some of the best programmatic advertising tools , so you can put it into practice on many platforms.

 

Programmatic Next-Gen, advertising more focused on privacy and contextual targeting

Due to the decline of third-party cookies, advertisers in programmatic advertising and other forms of marketing will need to prioritize first-party data and other privacy-friendly targeting methods, such as contextual targeting.

Contextual targeting displays ads based on the content of the website the user is viewing, not their behavior. This type of targeting respects user privacy, as it focuses on placing ads on websites in the same or related sectors as the advertiser.

 

The rise of audio in programmatic advertising

The boom in podcasts and platforms like Spotify has made programmatic advertising a key focus on audio formats, making it one of the most important forms of this type of advertising to consider, both now and in the future.

As an advertiser, you can purchase advertising space on digital radio, music streaming platforms, audiobook platforms, and podcasts. Additionally, one of the main advantages of programmatic audio is that, unlike other formats, it is less susceptible to being blocked by ad blockers, ensuring greater reach for your message.

 

Programmatic advertising is growing in the gaming and eSports environment

The growth in video game and eSports consumption is a fact. This demand has opened up new opportunities for programmatic advertising, and many brands are already investing in in-game ad formats to reach young, engaged audiences.

The key to successful programmatic advertising in these environments is its ability to seamlessly integrate into the player's experience, avoiding distractions and maintaining immersion.

Furthermore, the targeting capabilities of programmatic advertising in this type of environment are incredible and allow for a great deal of precision. For example, if a player frequently chooses fast and speedy characters, they could receive ads related to products associated with speed.