Hello!
Online marketing has come a long way since it debuted in the mid-nineties. With a few generations of the Internet emerging in the meantime, pretty much every aspect of the web has been since remodeled. And in 2022 the evolution continues.
The scale of advertising and abundance of data insights propelled work on sustainable and effective systems that would allow marketers to effectively bid for ads. But those solutions are also changing and evolving.
If you'd like to learn about the latest trends in the programmatic market, read on and get inspired for your next affiliate marketing venture!
With programmatic ad spending rising year on year, you can be certain that 2022 will bring even more chances for brands and marketers to broaden their range of advertising efforts and increase their online presence, too.
Statista estimated that in 2021 global programmatic ad spend reached a whopping margin of $150 billion, which would be an increase of more than 16% when compared to the previous year.
On top of that, as we’re still in the first quarter of 2022, the reports are optimistic again. Contextual targeting is supposed to receive more attention, and U.S. citizens will become even more interested in those trusted and effective online advertising formats.
This means a few things for the market – higher digital ad spend, more traffic, more quality media buyers, and a generally beneficial environment.
An experienced marketer will notice what brings the best results. Targeting allows reaching relevant users, wasting less of your budget, and just using ad space more effectively.
But to elevate the efficiency, why would one want to reach everybody when they can select only the perfect candidates? With a thorough analysis of traffic, it’s possible to evaluate which campaigns are a good fit, and which aren’t. Optimizing the campaigns always helps, and narrowing them should get you better results. Fortunately, Demand Side Platforms (DSPs) allow their users to do all of those things.
Let’s put it that way, if you decide on a broad RON (Run-of-Network) campaign, you’ll most likely receive detailed intel about what fixings are most effective. Use this technique to test the waters before you know exactly how to target your campaign.
We’re still yet to find out, but it looks like CTV (Connected TV) will continue its vast growth from 2021. Of course, the pandemic influenced it, as people had more time to spend watching things from home. And as there is a platform, there is of course a possibility to have programmatic CTV implemented.
The programmatic penetration of Connected TV (CTV) marketing reached 70% in 2021 (as eMarketer suggests), and the forecasts claim that in two years it will rise by 8 percentage points.
The same goes for programmatic audio ad solutions, and this course should not be peculiar to anyone who noticed the rise in the popularity of podcasts and audio online streaming services. The possibilities rose, so of course, the process of implementing programmatic methods has already started.
Advertisers are noticing that and certainly, in the future, they will use those even more extensively. But…
As we have already established, tomorrow holds exciting challenges for the programmatic advertising world. New tech is being more present in the market, and the new devices enable marketing professionals to discover new opportunities.
Why not use those for advertising purposes? With a view that things will only get better, vast development of programmatic solutions for wearables (just like with Connected TV) is more than expected.
Programmatic advertising facilitated this way of delivering ads, and marketing in urban spaces has just entered a new era. It surely is a trend that will gain popularity in the months and years to come, so the marketing world should really carefully follow the progress there.
If you want to get ahead of your competition in the market, you should try to understand customers’ behaviors. Doing so will help you elevate your effectiveness, increase ROI, and just optimize your campaigns.
Demographics is no longer the main factor you should be pursuing to find out what the audience wants. For a long time, it surely was a crucial element of marketing (remember how Nike found out that teens are a perfect fit for their Air Jordan campaigns?). However, today’s data allows us to find those who REALLY want to buy something. Knowing what they seek to purchase makes it easier for campaign managers to directly respond to users’ needs.
Ad-receivers are thankful, as they get an answer on a silver plate. Affiliates and advertisers are happy to see their campaigns convert. This relationship can not get any better.
Another trend and a solution that gives us (as consumers) more pleasure from purchases. How?
By disconnecting the act of buying from the act of payment. The endorphin and dopamine high that buyers get after completing an order shall not be disrupted by the uncomfortable moment of emptying one’s pockets.
From marketers’ point of view, it’s easier to engage an audience with content or purchase when they are enjoying the experience up to the hilt. Also, buy now-pay later platforms have their own customer base, which could be well utilized by marketers. It attracts new audiences, too, as otherwise, some users would not be so keen to complete the purchase.
Buy now-pay later format is a response to what Gen-Z and Millennials actually need. As Wordplay found out, these two generations are not keen to go into debt, and only a third of them actually have a credit card. There are various reasons for this, with the 2007 financial crisis probably being the most important one.
Therefore, the possibility of delaying the payment without taking a loan will become a perfect source of getting traffic.
Use your tools to lead the user through the whole funnel. Find out their intent, catch their interest, become their guide, and eventually bring them to the final station – conversion.
You only have milliseconds to catch their attention, so make sure the campaign facilitates all the processes for the users. Society is overloaded with information, so internet users are naturally looking for solutions that help them save time and brainpower.
Zeropark Search Marketplace ads detect the user’s intent and match it with the best-fit campaign. When they are presented with a quality suggestion, they can skip the SERP and go directly to the advertiser’s website. This gives marketers an advantage of not having to compete for users’ attention in Google.
Magda
Online marketing has come a long way since it debuted in the mid-nineties. With a few generations of the Internet emerging in the meantime, pretty much every aspect of the web has been since remodeled. And in 2022 the evolution continues.
The scale of advertising and abundance of data insights propelled work on sustainable and effective systems that would allow marketers to effectively bid for ads. But those solutions are also changing and evolving.
If you'd like to learn about the latest trends in the programmatic market, read on and get inspired for your next affiliate marketing venture!
What do the numbers tell us? Programmatic ad spending
With programmatic ad spending rising year on year, you can be certain that 2022 will bring even more chances for brands and marketers to broaden their range of advertising efforts and increase their online presence, too. Statista estimated that in 2021 global programmatic ad spend reached a whopping margin of $150 billion, which would be an increase of more than 16% when compared to the previous year.
On top of that, as we’re still in the first quarter of 2022, the reports are optimistic again. Contextual targeting is supposed to receive more attention, and U.S. citizens will become even more interested in those trusted and effective online advertising formats.
This means a few things for the market – higher digital ad spend, more traffic, more quality media buyers, and a generally beneficial environment.
Targeting gets you better results
An experienced marketer will notice what brings the best results. Targeting allows reaching relevant users, wasting less of your budget, and just using ad space more effectively.But to elevate the efficiency, why would one want to reach everybody when they can select only the perfect candidates? With a thorough analysis of traffic, it’s possible to evaluate which campaigns are a good fit, and which aren’t. Optimizing the campaigns always helps, and narrowing them should get you better results. Fortunately, Demand Side Platforms (DSPs) allow their users to do all of those things.
Let’s put it that way, if you decide on a broad RON (Run-of-Network) campaign, you’ll most likely receive detailed intel about what fixings are most effective. Use this technique to test the waters before you know exactly how to target your campaign.
Stay open to what the ad tech brings
We’re still yet to find out, but it looks like CTV (Connected TV) will continue its vast growth from 2021. Of course, the pandemic influenced it, as people had more time to spend watching things from home. And as there is a platform, there is of course a possibility to have programmatic CTV implemented.The programmatic penetration of Connected TV (CTV) marketing reached 70% in 2021 (as eMarketer suggests), and the forecasts claim that in two years it will rise by 8 percentage points.
The same goes for programmatic audio ad solutions, and this course should not be peculiar to anyone who noticed the rise in the popularity of podcasts and audio online streaming services. The possibilities rose, so of course, the process of implementing programmatic methods has already started.
Advertisers are noticing that and certainly, in the future, they will use those even more extensively. But…
️ Wearables and DOOH in programmatic advertising in 2022
As we have already established, tomorrow holds exciting challenges for the programmatic advertising world. New tech is being more present in the market, and the new devices enable marketing professionals to discover new opportunities.
☞ Wearables become better and better
Better screens, actually readable notifications, improved connection, and user-friendly features have encouraged more and more people to buy wearables. Different gadgets, most usually in a watch-form, have become another device type that we commonly use.Why not use those for advertising purposes? With a view that things will only get better, vast development of programmatic solutions for wearables (just like with Connected TV) is more than expected.
☞ Digital Out Of Home (DDOH) advertising
The age-old model of marketing based on outside banners and ads has also gone through some pretty impressive upgrades.Programmatic advertising facilitated this way of delivering ads, and marketing in urban spaces has just entered a new era. It surely is a trend that will gain popularity in the months and years to come, so the marketing world should really carefully follow the progress there.
User behaviors 101 – Intent-based targeting
If you want to get ahead of your competition in the market, you should try to understand customers’ behaviors. Doing so will help you elevate your effectiveness, increase ROI, and just optimize your campaigns.Demographics is no longer the main factor you should be pursuing to find out what the audience wants. For a long time, it surely was a crucial element of marketing (remember how Nike found out that teens are a perfect fit for their Air Jordan campaigns?). However, today’s data allows us to find those who REALLY want to buy something. Knowing what they seek to purchase makes it easier for campaign managers to directly respond to users’ needs.
Ad-receivers are thankful, as they get an answer on a silver plate. Affiliates and advertisers are happy to see their campaigns convert. This relationship can not get any better.
Buy now-pay later platforms. It’s all about the experience
Another trend and a solution that gives us (as consumers) more pleasure from purchases. How?By disconnecting the act of buying from the act of payment. The endorphin and dopamine high that buyers get after completing an order shall not be disrupted by the uncomfortable moment of emptying one’s pockets.
From marketers’ point of view, it’s easier to engage an audience with content or purchase when they are enjoying the experience up to the hilt. Also, buy now-pay later platforms have their own customer base, which could be well utilized by marketers. It attracts new audiences, too, as otherwise, some users would not be so keen to complete the purchase.
Buy now-pay later format is a response to what Gen-Z and Millennials actually need. As Wordplay found out, these two generations are not keen to go into debt, and only a third of them actually have a credit card. There are various reasons for this, with the 2007 financial crisis probably being the most important one.
Therefore, the possibility of delaying the payment without taking a loan will become a perfect source of getting traffic.
UX-based ad approach
Use your tools to lead the user through the whole funnel. Find out their intent, catch their interest, become their guide, and eventually bring them to the final station – conversion.You only have milliseconds to catch their attention, so make sure the campaign facilitates all the processes for the users. Society is overloaded with information, so internet users are naturally looking for solutions that help them save time and brainpower.
Zeropark Search Marketplace ads detect the user’s intent and match it with the best-fit campaign. When they are presented with a quality suggestion, they can skip the SERP and go directly to the advertiser’s website. This gives marketers an advantage of not having to compete for users’ attention in Google.
If you want to learn more about:
- The status of third-party data in a cookieless world;
- Mobile programmatic ads;
- Vertical search;
CLICK HERE TO READ THE FULL ARTICLE
Magda
