Programmatic advertising trends for 2022

Programmatic advertising is an efficient, data-driven way of buying digital ads and getting your ad live in the current advertising landscape. It can help you reach customers along their entire path to purchase and drive more valuable conversions. Marketers today are looking for partners that offer analytics and reporting capabilities. Creative support and consultancy is also something that often is a challenge for marketers everywhere...

  • Updated On Feb 13, 2022 at 03:23 PM IST
Read by: 100 Industry Professionals
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<p>Over 60% of media planners globally had online display among the top three programmatic channels for their ad spend. (Representative image/iStock)</p>
Over 60% of media planners globally had online display among the top three programmatic channels for their ad spend. (Representative image/iStock)
By Siddharth Dabhade


The digital industry has grown exponentially owing to high internet penetration, increased internet accessibility, low price of data amongst other things. The increasing adoption of digital platforms by consumers has encouraged brands to reach out to masses not only in Tier I cities but also in Tier II and Tier III through digital channels. The consumer behaviour is evolving constantly and they demand personalization. This makes it important for brands to focus on digital. The digital medium also offers more flexibility on budget, accountability, and RoIe, therefore, brands are trying innovative approaches including ‘Social Commerce’.

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The pandemic has brought momentous changes to the world of programmatic advertising. It is now experiencing a period of change while escalating to new and exciting heights. Programmatic ad spend is positioned to move past $150 billion globally by the end of 2021 after hitting heights of around $129 billion during 2020, according to Statista. Considering the statistics, clearly if there ever was a time to be aware of the latest trends in this ad space, it’s now.

Programmatic advertising is an efficient, data-driven way of buying digital ads and getting your ad live in the current advertising landscape. It can help you reach customers along their entire path to purchase and drive more valuable conversions.

While the future is hard to predict, below are the upcoming programmatic advertising trends for 2022 through the minds of marketers/advertisers.

A Cookie-less World

A bit delayed but cookieless is definitely coming now which means there will be alternatives for programmatic marketing. After Google changed the deprecation date for third-party cookies to 2023, cookieless preparation fell down the priority list for a majority of marketers but it has also given marketers a little more time to explore alternatives and find partners that can make the transition as seamless as possible.

Connected TV (CTV)

There was a spike in TV watching and online streaming during the peak of pandemic. Nearly 40% of waking hours were spent in front of a screen which led to the growth of CTV as one of the biggest programmatic ad trends. The year 2021 was the year of CTV advertising and it’s highly unlikely that the focus will change in 2022. Almost 80% of advertisers are looking to boost their ad investments across CTV compared to 2021 spending. A major part in a successful CTV plan is finding a partner so that cost, measurement and reach play into the decision.

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Omnichannel

CTV is great on its own, but to increase exciting performance, marketers need to think about taking the Omnichannel approach. Omnichannel is emerging as high on the list for marketers going into 2022. Marketers today are looking for partners that offer analytics and reporting capabilities. Creative support and consultancy is also something that often is a challenge for marketers everywhere.

Growing Digital Display

Digital display campaigns are always a good idea. Over 60% of media planners globally had online display among the top three programmatic channels for their ad spend. And we see that continuing in 2022 as the programmatic digital display ad spend is expected to grow 25.8% this year to reach $79.61 billion. With this growth, programmatic now makes up 72% of all digital displays, advertising spend with 58% of marketers looking to increase their spending on display.

-The author is MD, MiQ. Views expressed are personal.
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  • Published On Feb 13, 2022 at 03:23 PM IST
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