The trends in programmatic ads for 2021 point to an exciting period for online marketing. If there was ever a way to keep the media industry on its toes, it’s programmatic.
As we reported around this time last year, it was expected that advertisers would spend nearly Rs. 6000 Crores on programmatic ads by 2021, with that number set to grow.
Because of the simplicity of programmatic, it was able to adapt during the global pandemic. Indeed, MediaRadar announced in September that, following the initial effect of COVID-19 on the advertising industry, programmatic was resurgent once more.
To help you take control of this exciting, agile aspect of advertising, we’ve outlined the expected digital ad trends for 2021 in this programmatic buying guide.
1. The Global Expansion of in-house Programmatic:
Many brands are finding that having influence over their strategies is becoming extremely relevant. As a result, a worldwide push to put programmatic efforts in-house is one of the core trends for 2021. This trend is causing a stir in the industry, and it has the potential to alter the partnership between brands and agencies in the future.
The 2020 IAB study on programmatic in-housing reveals a strong international trend with several brands bringing some of their buying in-house.
According to global data, 21% of surveyed brands have moved programmatic buying in-house.
The 48 percent of employees who work in-house have contributed to the success of the company.
Across the sector, programmatic advertising has developed itself as a crucial online marketing method. Brands can easily determine where ad spend should be weighted thanks to programmatic’s effectiveness in terms of the efficiency targeting at scale. This may explain why many companies around the world have decided to build internal capacity to manage these efforts.
2.Why is Asset Optimization so Important?
In recent years, creating appropriate, targeted, high-quality advertising has become more important, but programmatic management will continue to concentrate on asset optimization in 2021.
Google launched an advanced feature in Chrome in August to block “heavy advertising.” In practice, this means that any ad that is considered to be too “heavy” is “unloaded” and replaced with a grey square labeled “ad removed”.
The following are some of the requirements for a heavy advertisement:
Using more than 4MB of network data
For 30 seconds, the CPU was used for more than 15 seconds.
In total, the CPU was used for 60 seconds.
Google’s announcement that it will phase out the use of third-party data on Chrome by 2022 has certainly shaken the advertising industry. A main programmatic advertising trend is reacting to this growth.
Although this scenario will have a significant impact on programmatic advertising campaigns, 2021 is the year to start thinking about 2022, when third-party cookies will be phased out.
Different strategies would be needed to approach a thread cookies (P3PC) environment. Since the online advertising industry is based on the foundations of third-party cookies, a multi-layered approach may be required.
With these tips, it becomes easy to see how programmatic advertising will evolve in the year ahead. Head over to Prachar to start planning your own strategy.