6 Ad Tech Trends to Dominate Post-Covid World

Ad Tech Trends to Dominate Post-Covid World


6 Ad Tech Trends to Dominate Post-Covid World



6 Ad Tech Trends to Dominate Post-Covid World, While the pandemic has had a major and devastating impact on marketing, it is still necessary to monitor what will happen in the advertising and digital marketing spaces.



The more accurately marketers understand trends, the more likely they are to outpace the competition. What advertising technology trends are needed in 2021, and which will lead the market beyond 2022? Let's take a look at the latest trends in advertising technology to understand what's happening now and where we might end up in the future.


6 Ad Tech Trends to Dominate Post-Covid World


1. CTV, audio and dynamic ad creatives will define automated ads


Programming is the most important trend to be aware of as it is part of advanced marketing automation tools. According to eMarketer, bot ads will make up 88.2% of all digital display ad spend by the end of 2021.


Automated targeting enables brands to convey their message in a way that they know will resonate more deeply with consumers. Based on user and campaign data, automated advertising algorithms show creatives the exact audience that is most likely to convert to customers. Thanks to these new methods and formats, your advertising experience will be more engaging.




Interactive ad formats. You are more likely to be aware of playable and rewarding ads. Designed specifically for in-app ecosystems, these interactive ad units effectively capture the user's attention and provide them with additional benefits. A playable ad, for example, is an interactive and engaging mini-game that you can try when using another app (usually a mobile game).



 Meanwhile, rewarded ads offer users an exchange of value: in-app rewards, free access to paid features, content, and all kinds of perks after watching ads.



6 Ad Tech Trends to Dominate Post-Covid World


Inclusion of dynamic advertisement and CTV. Dynamic ad insertion (DAI) allows advertisers to switch ad creatives and then display ads in linear, live, or on-demand content. In 2021, this technology is rapidly being adopted by major broadcasters and content creators who are benefiting from increased monetization - the technology offers lower response time, a personalized video experience for users, and much better reporting. Connected TV (also known as CTV), a technology that enables automated advertisements to be delivered on Internet-connected devices (such as smart TVs and game consoles), has become the fastest growing channel during the pandemic; With the consumption of video content increasing exponentially, investments in CTV have reached $9 billion.


2. Go to omnichannel with DOOH and virtual assistants

It's no secret anymore: Ad campaigns with four or more channels outperform campaigns with one or two channels by at least 300%. For this reason, advertisers prefer to diversify their media mix with the adoption of innovative channels (such as DOOH) and ads embedded in virtual aids.


DOOH - Digital Out of the Home - are those digital billboards found in subways, cafes, and malls. Placing DOOH displays next to stores is a great way to attract customers. For example, Guinness used dynamic performances to attract fans to bars serving drinks during RBS 6 Nations. Dynamic screens also react to situations in real time. In the event that there are too many people inside (in the bar/restaurant) and all tables are booked, billboards can (for example) notify potential customers. In addition, they can recommend nearby bars or restaurants (of the same brand) to visitors.


Integration of ads in virtual assistants. The voice assistive technology sector is now recognized as one of the fastest growing sectors in the world. If you make about $2 billion today, we'll soon see voice shopping turn into an even more money-making machine: by 2022, voice shopping will generate at least $40 billion. During the holidays, one in four residents of the United States.


6 Ad Tech Trends to Dominate Post-Covid World



Make purchases with voice assistants. In most cases, the voice assistant can act as a link between the user and the brand. In the future, this technology could be used to help users navigate a variety of stores and provide information on current promotions. In this way, voice assistants can become shopping assistants, which is beneficial for both customers and brands.


3. The pandemic has given rise to mobile and voice-activated ads.



With the increase in the time people spend online during quarantine, the advertising landscape has shifted towards mobile search and voice search. Clickless search results, voice search, and extended snippets that answer user questions are also among the facts that marketers have to adapt to.


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Another notable point is the increase in the use of the voice assistant. Think with Google reports that 27% of the world's internet users use mobile voice search. More than 60% of smartphone users communicate with businesses directly through search results. Quick shopping with voice assistants can be especially useful for busy people and parents who are likely to multitask. When the quarantine ends, people will continue with voice search, which is an opportunity for digital marketers to improve their ads towards voice search.


It is also becoming popular to combine geodata and automated voice to develop highly beneficial advertising strategies. Personal offers, discounts, promotions and news can be sent to users while they are shopping, at a trade fair or attending a music show. Audio ads represent unique audiences. Unlike most display ads, audio ads do not compete with other ad units on a web page; They grab the user's attention directly while listening to the audio content. That's why spending on audio advertising in the United States will reach $3.72 billion by the end of 2021, 16.5% of which will be implemented programmatically.


4. Cookie-free advertising focuses on context and source data



In a world with fewer cookies and other identifiers, marketers must adapt to new ways of serving ads and measuring campaign performance. As is known, in January 2020, Chrome officially announced a cookie crash. As you work to prepare your marketing tactics for the future, it is important that the trust of your users and customers is built. Privacy is one of the most important elements of trust, and marketers can learn to appreciate it in the post-cookie era.


Contextual ads and private data. Develop a strategy that helps your brand rely less on third-party cookies. For example, contextual ads do not need cookies, because ads appear on semantic related websites. Collecting and nurturing first-party data in your CRM will help you take advantage of the unique customer insights you can work on through Direct-to-Customer (DTC) campaigns.


Alternative identification solutions and data collection mechanisms. Instead of relying on FLoC from Google, adopt alternative identification solutions based on the principles of targeting individual users. To do this, you can develop beneficial relationships with publishers who may provide you with data from third parties. Use incentives (purchase discounts and rewards) to convince your potential customers to leave their details in a website or email subscription form.


5. Internal scheduling and external staffing simplify workflow



In Europe, over 86% of brands are internally automated, either fully or partially. This happens because brands want more transparency regarding how they spend their media budgets. The "black box" problem arises when there is no possibility to investigate how advertising budgets are distributed along supply chains. In their efforts to achieve better responsibility and independence, many large brands (such as Kellog, Unilever and Nestlé) are incorporating their automated technology. Brands that do not have the resources to create advertising platforms from scratch often choose white label advertising technology, as it cuts investment and installation time by almost half.




6 Ad Tech Trends to Dominate Post-Covid World



For fast-growing companies, hiring exceptional talent in advertising technology often becomes a real challenge. In this case, they typically carry out in-house strategic activities while trying to outsource technology functions along with service teams - advertising operations and account managers. In this case, external advertising operations can greatly facilitate the workflow of new business by improving advertising performance, engaging with customers, and ensuring the flawless operation of the platform. The biggest advantage of this model is that the company gains instant access to exceptional, skilled, and software employees without having to get involved in HR-related struggles—recruiting, educating, and retaining employees in the office.


6. Short videos on social networks attract more users



One of the hottest trends right now is "unfiltered" (or less written) content, powered by platforms like TikTok, where people can share videos with anyone they want. However, to engage your audience in this format, you need to create rich and useful content to create a message that touches on customer values ​​or solves their problems.




More than ever, people are socializing on social media, which is why social media usage is increasing rapidly. With that, people prefer easy digestibility of video content to articles


Another notable point is the increase in the use of the voice assistant. Think with Google reports that 27% of the world's internet users use mobile voice search. More than 60% of smartphone users communicate with businesses directly through search results. Quick shopping with voice assistants can be especially useful for busy people and parents who are likely to multitask. When the quarantine is over, people will continue to search with their votes, which is an opportunity.



Abstract

We live in a world where everything changes very quickly. During the lockdown period, the advertising technology industry experienced another evolutionary leap. The new formats, channels, standards, and methods of advertising we discuss in this article will change the industry and become essential for years to come. What we see now is that COVID has changed a lot in terms of media usage and convinced many advertisers to focus on automated advertising, interactive user experiences, privacy and new advertising practices.


These are the main trends shaping the future of advertising in the post-COVID world; What are your expectations about how the industry will change?


6 Ad Tech Trends to Dominate Post-Covid World

 




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