Considering the advantages, this year will be the year of cross-device programmatic advertising. The combined solution is appealing to more and more companies because it offers greater advantages, such as speed, data clarity and mobile efficacy. Let’s take a look at the top trends pushing cross-device programmatic ad sales to the forefront in 2016.
The Clearest Solution for the Fastest-Growing Challenge
It’s the “cross-device” portion of cross-device programmatic advertising that really has companies eyeing the solution this year. It comes from a simple necessity: responding to the mobile world. Most businesses understand that the vast rise of mobile shopping and the triumph of mobile devices over desktop computers requires an adjustment in strategy to contact customers.
The problem is that businesses don’t want to change. Despite the constant warnings over the past several years, despite Google’s semi-annual efforts with carrot (mobile development guides) and stick (stricter mobile algorithms two years running) many businesses still have poor mobile strategies and are unsure where to go. They don’t get mobile, and they don’t have the time to invest in it. Programmatic advertising, however, is adapting to the needs of the market and offering a “fire and forget” option for these busy companies: cross-device advertising that ensures ads will show up on mobile devices with minimal effort on the part of the business. More and more companies will be seeking this “easy” solution as a way to play catch up with consumers in 2016.
Finally Looking Through Consumer Eyes
Programmatic advertising has been a very useful method for digital marketing in recent years, but it’s also been held back by bad habits – few worse than an inability to see what online consumers wanted. As a result, online advertising options that consistently score very low with consumers, like autoplay ads, pop-up ads and others continue to be used frequently. However, 2016 is showing signs of reversing this issue with a greater focus on ad unit placement and what native ads appeal most to consumers. The key word used is “disruptive” – agencies are now trying to avoid ads that are “disruptive” to viewers (again, much of this is fueled by mobile concerns as well). The result is that programmatic advertising has become more varied, more aware, and easier to target toward consumers.
A Clear Window Into the Programmatic Process
A reason some companies have stayed away from programmatic advertising in the past is a lack of transparency. For all the advantages, programmatic ad sales tend to be opaque from client perspective. Many companies prefer a clear look at how programmatic sales decisions are made, what sort of ads they are buying specifically, what average conversions have been for that category of ad space, and so on.
As a result, we are seeing an increasing amount of transparency and customisation in the programmatic field. Cross-platform and mobile ad buying is only one offshoot of this trend, but the effect is the same: with more information available, more businesses are willing to use programmatic tools.
The Dawn of Usable Tracking
Cross-device tracking is still in the early days of development. It has a lot of potential, but agencies are still learning how to properly classify ad tracking across devices and interpret the data. The agencies that take advantage of external technologies, or create in-house options to offer useful cross-device tracking are going to receive much more attention in the following years as companies seek ways to streamline their ad conversion data.