June 2018

Consumers of today have been empowered with the ability to pick and choose what type of ad experience they want. In the meantime, Advertisers are stepping up their game to create a deeper engagement and better storytelling with their ads. Ads that lend to a greater understanding and higher confidence … moving beyond traditional ad impressions. The answers lie in digital video advertising. According to the fifth annual Digital Content NewFronts: Video Ad Spend Study 2018, close to 60% of marketers’ digital advertising budgets are allocated to digital video.

There are a great number of online shoppers that feel like over the past two years, digital ads have become more relevant; this, according to research by Adobe Digital Insights (ADI)1. This should come as no surprise, as the programmatic targeting technology has advanced a great deal, enabling marketers to target with an increased precision. The study by ADI concluded that nearly 50% of 18 to 19-year-olds, and 57% of the 20 to 36 crowd feel this way.

One of the most crucial components of programmatic marketing is that advertisers must know who their target audiences are. Trying to reach the masses without narrowing down the field can only hinder your marketing efforts by widening your swath and losing your laser focus. It can be difficult to reach your entire targeted audience without giving in to ineffective generalizations. And this is where buyer “personas” come into play.

Last year, in 2017, programmatic became a decade old. The success of this targeting marketing tactic has been astounding, to the point that experts have begun to speculate as to what the future holds for programmatic. According to Jeremy Hudgens, CRO at Genius Monkey, “I think that if we could jump ten years into the future, we would find that programmatic marketing wouldn’t be just one form of advertising; it would be THE form of advertising.