The Programmatic Year Ahead: Increasing Trust & Accountability Through Technology
At the beginning of another year, we’d like to take the time and reflect on what is going to emerge or what is already happening in the digital marketing space. Considering industry specific factors such as market maturity and opportunities for growth as well as external factors like regulation and data legislations in different countries, we have summarized the major trends and developments we’re foreseeing in 2019.
Clear Call for More Trust
Thanks to major advances in data technology advertisers can personalize their targeting efforts based on precise user data like demographics, behavior or interests. Looking at what lies ahead for the programmatic industry this year it is easy to see one overarching trend – the clear call for more accountability, trust and transparency from both data supply and demand side. With major data breaches across tech giants, personal privacy concerns are bringing disruptive change to the industry. They all resulted in stricter data protection laws and more regulations affecting tech companies worldwide. Since the introduction of GDPR, ePrivacy in Europe and the upcoming California Consumer Privacy Act in the US, data regulation will continue to have a strong impact on companies and brands alike.
Taking up the Reins of 1st Party Data
With data regulations further enhancing the quality of data being collected by ensuring user consent, first-party data will continuously play even more important role for marketers. Having access to customer information provided directly by the customers themselves means that they are telling you explicitly or implicitly their intent and the background story of their actions. When asked, marketers in the US and Europe agree that increasing the use of first-party data is very important and similarly agree that walled gardens are a major barrier toward improving first-party data. Amidst rising concerns over data breaches and the general distrust in tech moguls, collaborating with neutral and independent data partners is becoming a must for marketers who try to find growth opportunities outside of the duopolies. Marketers can increase the scale and reach of their campaigns, by enriching first-party data with other specific, audience-related behavior data such as shopping activity, past purchases, or location data.
The Rise of Connected TV & OTT
The major transformation in the entertainment world is already visible to the wider population. With the rise and penetration of streaming video services, connected TV and over-the-top (OTT), we’re witnessing a massive technological disruption allowing for more opportunities for brands and marketers to connect with their desired consumers. According to a recent report by Pew Research Center, two-thirds of Americans own at least a single connected device meaning that 224 million people can consume media and advertising through an OTT app. Another study by Nielsen also shows that the audience in front of those devices is 30% more likely to have higher income, earning more than $100,000 per year and also younger on average. All these factors taken into consideration put connected TV audiences on focus for brands, which try to cultivate stronger connections with potential customers – based on personalized experience like viewing habits and behavior for more relevant and meaningful campaigns than ever before.
The next big thing aside from connected TV and OTT audiences in 2019 is perhaps the most unexplored arena for marketers – programmatic audio. Audio listening is in fact the leading user activity on mobile device’s, which exceeds the average time spent on social media apps, making it an emerging and highly promising channel for advertisers who can use it to diversify their omni-channel strategy. The latest reports show that digital audio is growing steadily on mobile devices, smart audio speakers and among car listeners. Given that 44% of Americans have listened to a podcast at least once in the past year, the in-stream ads are quickly going to become an integral part of the future advertising mix for savvy marketers who are already recognizing the potential of audio as a digital channel.
The Entry of 5G Networks
This year will be marked by telcos and mobile phone manufacturers making another step towards rolling out 5G networks for wider consumer adoption. Stability and low latency time and the immense opportunity of enabling fast communication between different devices are among the many technological advantages related to network speed improvement. In other words, the penetration of 5G networks will power up the advancement of the internet-of-things, which holds an abundance of opportunities for marketers as well. For retail marketers in particular, the technological network and connectivity innovations translate into having an unprecedented access to invaluable user information such as precise physical location of store visitors, behavior and preferences.Back to the blog
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