1. Everyone will want a piece of it

There’s a significant and growing interest among marketers to try programmatic advertising. As they are increasingly making space in their budgets for programmatic due to its obvious benefits, reports and numbers also support the growing shift, estimating that in the following years, over 50% of advertising budgets will be reserved and spent for programmatic.

2. Personalization is king

Marketers already know the importance of personalized ads; in the following years, the focus on this will be even bigger — meaning consumers will see ads tailored according to their interests, intents and needs. In fact, a huge number of today’s buying audience prefer seeing ads based on their preferences, so the challenge of crafting such messages will remain in the years to come.

3. Targeted Messages will lead to better ROI

The whole point of programmatic is to deliver the right message to the right consumer at the right time. In order to do this, marketers first need to be aware of the purpose of creating brand awareness, since targeted consumers will respond differently, even though they have been carefully selected based on many parameters. Potential consumers first need to become familiar with the concept of the brand that the ad is promoting, and afterwards take some action. Regardless of their reactions, by all means they should fit the typical buyers profile of the marketer. By realizing the importance of creating brand awareness, marketers will be well on their way to maximize their ROI on the long run.

4. Programmatic will show up on every screen

Consumers nowadays use more than just one device during the day — mobile, tablet, desktop, laptops, and so on, and this means that marketers need to be quick and respond to their shifting in a suitable manner. This means that they should adjust the ad formats and creatives.

An even greater reason in support of this is the fact that the behaviour of a user changes as they switch devices — they may be interested and search for one thing on their mobile phones in the morning, while on their laptops in the evening, they may search or view something completely different.

Although still relatively new, programmatic is expected to make its way on every medium available, therefore advertisers will employ agencies for their campaigns.

Conclusion

Witnessing the growing interest for programmatic, one thing is certain, programmatic is here to stay. With this being said, the future focus on marketers should revolve around planning their advertising budgets for programmatic, as well as create highly personalized ads for their targeted audience. The future is brighter for those who embrace it.