Ads are a fact of life, but they’ve never been more complicated. Between banner blindness and ad fatigue, it’s not surprising that consumers are doing their best to avoid ads altogether.
If you’re looking to increase engagement with your brand, the first step is understanding how programmatic advertising works — and how it can help you reach your target audience. In this guide, we’ll explore the latest trends in programmatic advertising to help you achieve your campaign goals.
Next-generation Cx platforms
As you may have guessed, CX platforms are the next step in programmatic ad campaigns. These innovative new tools use machine learning and artificial intelligence to provide a better customer experience, which will help make your customers happier and more likely to purchase from you again.
CX platforms can be used for more than just ads; they can track any action or interaction with your brand, including social media interactions, website visits and purchases. They can also be used to gather data on competitors’ marketing strategies so that you can stay one step ahead of them!
And here’s some great news: this technology doesn’t only apply to big companies, CX platforms are designed for small businesses too! The software is affordable enough that almost any company should be able to afford it—even if they’re just starting out.
Machine learning and artificial intelligence
Machine learning and artificial intelligence (AI) are important tools for programmatic ad campaign.
AI can be used to optimize ad campaigns by analysing data about customers’ behaviour and interests, which allows you to target them with ads that are more likely to resonate with them.
AI can also be used by account-based marketing platforms (ABMs) that use predictive analytics to optimize their ad strategies based on customer journey.
Contextual targeting
But before you can pick your audience, you need to know what they want. Let’s start with contextual targeting (also known as dynamic or content-based serving). Contextual targeting is defined as “the process of using content-based targeting to deliver relevant ads to specific audiences.” It’s a combination of data and technology that allows marketers to reach the right audience at the right time.
Omni-channel advertising
As you’re probably aware, people do a lot more than just staring at their phones these days. So you have to consider how your ads will look across different devices and platforms. The “omni-channel” approach is crucial for advertisers who want to keep up with consumers’ behaviour as they hop from one device to another throughout the day or even within a single session.
If you don’t think about where your users are consuming content when setting up your campaign, it could end up being very unproductive — and possibly even annoying! Your goal is always going to be creating ads that are relevant to the audience and environment it’s in, so make sure that happens by thinking through all channels before making any decisions.
Banner blindness and ad fatigue
Banner blindness and ad fatigue are two of the most pressing challenges facing brands in programmatic advertising today. Banner blindness is a phenomenon in which consumers ignore or are unable to process online ads.
Ad fatigue occurs when consumers become tired of seeing the same ads over and over again.
In order to overcome banner blindness and ad fatigue, it’s important that you do not underestimate the amount of work needed to make your brand stand out from its competitors. Whether it’s through creating more personalized content or improving your UX/UI design, there are many ways for you to stay ahead of the curve!
Use next-generation tools to keep your ads relevant and effective
One way to keep your ads relevant is by using next-generation tools. To help you with this, we’ve put together a list of the best tools for keeping your ads effective and relevant in 2022 and beyond
Hubspot Marketing Hub
Marketo
PubMatic
Uberflip
Bound
Xandr
SmartyAds
GDN
Hit us up at Fitch Technologies, if you need support with running a performance-based programmatic ad campaign across any of these platforms.
Conclusion
In the end, there’s a lot to think about when it comes to programmatic ad strategies. But if you can keep ahead of the curve, you’ll be able to keep your ads relevant, effective and profitable.
This means keeping an eye on these trends: Cx platforms that are better equipped for AI and machine learning; contextual targeting and cross-channel advertising; banner blindness and ad fatigue; and next-generation tools for data management. We hope this post has given you some ideas on how best to do this in your business!
