Top 5 Digital Media Buying Trends for 2017
Technology has completely changed the way we do marketing today. Marketers are shifting their marketing budgets to online marketing strategies, rather than traditional marketing methods. According to a report, digital media accounts for 33% of the global media spends. Thus, digital marketing is undoubtedly the most preferred mode of marketing today, and constant innovations are always occurring in this particular sphere. Another new trend in marketing is programmatic marketing. It refers to strategizing, buying and purchasing placements or ‘inventory’ online. More and more marketers are allocating a chunk of their marketing budgets into digital media buying, rather than buying physical inventories. And with the rise in digital advertising, programmatic advertising will only grow in the future.
If you are considering to implement programmatic marketing strategy, and want to lock some inventories for display or video ads online, here are some digital media buying trends which you can follow:
#1. Increased Buying in an Open Auction
There will be an increased buying of digital inventories through open auctions by the publishers. More and more businesses are realising that they have ample customer data and just need access to premium ad inventory of some prominent websites of their specific industry.
Today, advertisers are more reliant on their own customer data and are less dependent on publishers to provide their data. The biggest issue here that businesses face is that the process of getting massive amounts of quality inventory from different publishers independently is not a smooth process. Hence, publishers should find solutions to this problem and find the optimum way through which buyers can purchase multiple inventories without any difficulty.
#2. Personal Interaction Will Retain Importance
With the advancement in technology, there has been a rise in automating the buying process with an increase in programmatic ad buying. However, the importance of one-to-one interaction will not disappear anytime soon. Advertisers still find it important to interact personally with the publishers they believe is the most suitable to advertise with so that they can form an opinion about which inventory would suit them and generate the maximum amount of traffic towards their website.
#3. Video will remain the most important inventory on the web
There is no doubt that video ads have become massively popular among businesses to convey their message to their prospective buyers in an interactive way. Hence, consequently, video ads have been the most valued and in-demand inventory among advertisers in the advertising space.
Advertisers will continue to focus on creating engaging, creative and meaningful video ads since it is an appealing way to deliver the ideal message to your consumers. Taking this into consideration, publishers also need to make the purchase of mobile video inventory more accessible, affordable, and lightweight for quicker loading.
Also, there is a rise in the concept of native video advertising, which is in-feed and inherently non-disruptive. Hence, owing to this, advertisers would also expect their publishers to offer more native video inventory, which yields higher engagement from the users.
#4. Shift from desktop to mobile
With the unprecedented rise in the mobile phone market, mobile phones have become accessible to everyone. The impact of this effect has not left marketing also, and it can be expected that more mobile ads inventory would be brought than desktop ads inventory. This shift in trend is due to the fact that more and more consumers use mobile phones to search for every little thing in their daily lives.
According to a study, mobile phones now constitute more than 50% of traffic and inventory. As more and more page views occur from mobiles rather than desktops, the mobile inventory will rise exponentially.
#5. Fraud Detection Tools Will Proliferate
The rapid advancement in technology also comes with its drawbacks, with the rise in cases of fake news and click-baiting. Hence, advertisers and publishers are taking steps to protect their customers from falling prey to such untrustworthy sites. With the rise in such fraud cases, advertisers and publishers will focus on developing practices, procedures and tools to detect such frauds and eliminate them as well.
With advancement in technology, there has been a shift in marketing trends as well. Today, digital media buying and planning are allotted more of the marketing spends by marketers than physical inventory. Though there are many challenges in the sphere of digital media buying, it is exciting for the marketers as well since they are tapping into the massive potential of online marketing to increase their reach to potential customers, and hence lead to the overall growth of the business.
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