7 Advertising Technology Trends to Look Out For

 

Evan Rutchik

Adtech or advertising technology includes various tools and software companies and brands use to set up, strategize, manage, and run their digital marketing and advertising campaigns. In the past few years, adtech has risen a lot, especially after the establishment of the Interactive Advertising Bureau in 1995. 

Evan Rutchik is one of the big names who used diversity, disruptiveness, and innovation to build brands and businesses through the power of advertising technology. In today’s digital age, brands all over the world are increasingly using advertising technology to capture the attention of their target audiences and elevate brand image and presence. 

In this blog, we will know about the top advertising technology trends to look out for currently.

7 Advertising Technology Trends to Look Out For

Thanks to modern technology and innovative solutions, the adtech industry is rising at a very fast pace. Publishers and advertisers are always on the watch out for the latest trends and developments in the adtech environment. Here are the top trends to watch out for shortly. 

1.      Industry is Looking at Consolidation

Most big companies in the advertising technology ecosystem are acquiring smaller companies in their niche to expand their offerings and services. Brands offer many services through this, and customers can choose what they want. This is dangerous for smaller companies, and advertisers need to be experts in using adtech tools and software. 

2.      Adtech Environment Wants More Transparency

Publishers, advertisers, and end customers all want more transparency in the adtech industry. GDPR has made it compulsory for advertisers to inform about their data usage and users have more power. Publishers now track ad placement and how every single ad brings in revenue. They also want to know how users engage with their website, and ads, and generate revenue.

3.      Niche Companies Will Succeed

Startups and new businesses will succeed because consumers are looking for niche products. Companies that can support bigger adtech firms will also have an advantage over competitors. Advertisers have started using native platforms like Playbuzz, Taboola, etc., and are also using 3rd-party attribution tools instead of Google or Facebook’s solutions.

4.      Storytelling Through Advertisements

Most publishers believe that reach is more important as compared to storytelling through advertising technology. However, users have banner blindness and ignore boring repetitive ads. Ads that are interesting and tell stories are vital to capture user attention and generate meaningful interactions. The content, story, and message of ads are really important now. 

5.      Growth of Mobile Advertisement

People all over the world consume most data through their smartphones now because of portability, and around 63% of online ad revenue comes from mobile devices. Advertisers are placing their ads on email, search results, games, videos, apps, social media, and many more places. Publishers prefer video as the best ad format and create vertical, short-span, creative video advertisements. 

6.      Advertisers Will Use New Channels 

Smart televisions and OTT platforms like Amazon Prime, Hulu, Netflix, etc., have a massive user base, and advertisers are increasingly targeting these channels for their advertisements. Ad revenue through OTT platforms is predicted to reach over $5 billion, and publishers are also looking at other DOOH and DTC brands for advertising. 

7.      Combination of Adtech and Martech

Advertising technology, or Adtech, and marketing technology, or Martech, combine to form MAdTech. Just like Evan Rutchik has innovated much in adtech, David Raab started MAdTech in 2015. Both technologies complement each other and use customer data for their operations. Marketers study data silos and track customer insights to optimize their ads and overall expenditure. 

Conclusion

Businesses do not appear to track back on advertising technology, and the expenditure on digital advertisements is expected to reach $329 billion by the end of the year. Transparency, fraud, and privacy concerns pose major threats, and companies in the ad tech industry are working hard to resolve these issues.

As discussed above, innovation and development are at an all-time high in the adtech industry and show no signs of stopping. In the above blog, we read about the top trends to watch out for in the advertising technology ecosystem. With the right strategy and implementation, advertisers can manage their operations better, reach a wider audience, and boost their ROI. 

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