This year promises big challenges but also multiple opportunities, and it is all down to innovation, especially in marketing and advertising.
As we all know, technology has long since become an ally for process automation, leading to time savings and cost efficiencies. In advertising, there is no better example of this than the introduction of programmatic ads powered by artificial intelligence (AI). Although this trend has been around for a while, it has only recently gained strong momentum, with adoption growing significantly across verticals.
Today, it is impossible to conceive of a successful ad campaign without the game-changing capabilities of AI-enabled programmatic advertising. In fact, according to a global study developed by McKinsey, companies all across the marketing and advertising universe see AI as a “very important” factor in their future success.
AI-powered solutions enable brands to reach their audiences at the right time and in the right place to maximize their impact. This allows them to optimize results, ensure they are truly relevant, and improve campaign performance, which in turn promotes better resource utilization and a higher return on investment (ROI). At the same time, it directly contributes to improving team productivity, as staff can free up their time to focus on more strategic and creative tasks.
The Impact of Programmatic Advertising in Media
As programmatic advertising continues to gain ground on more media outlets, it becomes easier to picture a future that, sooner or later, will be 100% programmatic. The media mix is impacted in different ways. Display advertising is expected to remain as the medium of choice for this technology this year. Connected TV allows for dynamic video ads, while digital out-of-home ads leverage digital screens and AI capabilities to ditch static signage and come to life. Lastly, retail media offers consumer product advertisers the opportunity to boost their sales and increased visibility without the need for their own proprietary e-commerce platforms.
Each of these options comes with clear advantages and tangible progress. This mix offers increased segmentation and customization capabilities, while promoting more efficient control of ad frequency. All this can greatly improve advertising ROI.
However, this is not about developing a single campaign on its own. Each of these media outlets plays a strategic role in each of the stages of the consumer decision-making journey: awareness, consideration, and conversion (the purchase). The key to success is achieving a smart and complementary media mix tailored to consumer purchase behaviors and, most importantly, each advertiser’s goals and budget. All this can be achieved with the right technology and the support of a strategic partner. The right partner is the one who can not only develop the technology to meet a brand’s goals but also offers a team of highly skilled professionals to face the challenges of an ever-changing scenario, where everything leads to programmatic advertising.
The New Cookieless Paradigm
Cookies are bound to disappear — and sooner rather than later. We need to be ready to face the new challenges of this shift, which will undoubtedly reshape the digital advertising landscape as we know it.
With the rise of digital advertising and the proliferation of media outlets, brands have relied on short-term advertising strategies, forgetting to build cost-effective, sustainable, and long-standing relationships with their clients and consumers. In other words, they have lost track of the three key factors in the Cookieless era: strategy, purpose, and relevance.
AI-powered solutions for programmatic advertising open a new path — the path of customization. Customization means supporting consumers through their journeys. Instead of flooding them with adverts, brands can deliver what consumers need, when they need it, and through the right medium. As a result, brands should see the cookieless approach not so much as an obstacle, but rather as a way to become relevant for their audiences.
Source: Mexico Bussiness News
