digital advertisinghas been attractive and has been growing in terms of total marketing spends year after year, in particular, this year in the COVID-hit world, digital advertising will deliver you even better results.
- Rita Sahajpaul, Head of Product & Marketing Science,
Xaxis Indiawrites a few trends that would define 2021 for programmatic advertising.
There has already been a lot of talk around data and how the third-party cookie deprecation is going to allow media industry to evolve, looking into news (or old, think contextual) ways to help the brands reach out to their consumers. 2021 would be the year where marketers, publishers & adtech stakeholders will become increasingly self-reliant in establishing their own CDPs, DMPs and unique audience identifiers. We also see the emergence of mediator technologies such as data clean rooms on the back of blockchain architecture that will allow these siloed data sets to talk to each other in a privacy-compliant way.
Creative innovation & hyper-personalization at Scale
We’re already a mobile-first market, which is getting even bigger with better network performance on 4G and 5G. This has opened a huge opportunity to drive creative innovations across all channels – video, audio, gaming, commerce. Tech advancements and low latency mean advanced features such as AR/ VR will load easily - visual search, social media lens, shoppable media, immersive gaming formats are certainly on the horizon. Ad formats such as interactive Video, conversational Audio & Voice search ad-formats are already creating a true intent-based dialogue and engagement with consumers. Apart from the innovations-formats, data-driven creative storytelling will allow marketers to deliver personalized communication to their audiences at scale.