{"id":58803,"date":"2024-05-30T07:07:03","date_gmt":"2024-05-30T07:07:03","guid":{"rendered":"https:\/\/gotechark.com\/?p=58803"},"modified":"2024-12-25T23:51:56","modified_gmt":"2024-12-26T04:51:56","slug":"programmatic-advertising-trends","status":"publish","type":"post","link":"https:\/\/gotechark.com\/blog\/programmatic-advertising-trends\/","title":{"rendered":"Top Programmatic Advertising Trends to Look for in 2024"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">We dug in with <a href=\"https:\/\/www.linkedin.com\/in\/brian-reese-897018127\/\" target=\"_blank\" rel=\"noopener\">Brian Reese<\/a>, our team lead who manages our client\u2019s<\/span>\u00a0<a href=\"https:\/\/gotechark.com\/digital-marketing\/advertising\/\"><span style=\"font-weight: 400;\">paid media campaigns<\/span><\/a><span style=\"font-weight: 400;\">, to hear what he\u2019s seeing on the front lines and to get a better understanding of how these trends are affecting client campaigns.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/programmatic-advertising-trends\/#Quick_Overview_of_Programmatic_Advertising_in_2024\" >Quick Overview of Programmatic Advertising in 2024<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/programmatic-advertising-trends\/#What_Were_Seeing_in_2024_for_Programmatic_Advertising_Trends\" >What We\u2019re Seeing in 2024 for Programmatic Advertising Trends<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Quick_Overview_of_Programmatic_Advertising_in_2024\"><\/span><span style=\"font-weight: 400;\">Quick Overview of Programmatic Advertising in 2024<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cProgrammatic advertising is a very brand awareness-oriented approach that allows for great control over budget &amp; impressions. <\/span><span style=\"font-weight: 400;\">We\u2019re trying to get your name, logo, and message in front of the right people, at the right time, and for them to remember you and to know who you are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programmatic advertising allows for high levels of precision over ad placement &amp; targeting, based on selected audience interests, behaviors, demographics, and more. This allows you to reach beyond the typical Google Search &amp; Google Display Network, such as reaching audiences within their mobile apps or even on something like Hulu.<\/span><\/p>\n<p><strong>Learn More:<\/strong> <a href=\"https:\/\/gotechark.com\/blog\/how-programmatic-advertising-can-improve-your-marketing-roi\/\"><span style=\"font-weight: 400;\">How Programmatic Advertising Can Improve Your Marketing ROI<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Something to be aware of, the average click-through rate (CTR) for programmatic is very low, close to 0.1%. This is why it\u2019s focused on brand awareness, and different from a normal Google Ad (search-based) campaign that\u2019s focused on leads<\/span><b>.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That said, among companies who want to build awareness, programmatic ad spend is on the rise, <\/span><a href=\"https:\/\/basis.com\/blog\/2024-programmatic-advertising-trends\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">up 15% over last year according to industry experts<\/span><\/a><span style=\"font-weight: 400;\">.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Were_Seeing_in_2024_for_Programmatic_Advertising_Trends\"><\/span><span style=\"font-weight: 400;\">What We\u2019re Seeing in 2024 for Programmatic Advertising Trends<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Privacy Updates Change Targeting Criteria<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Reese shares, \u201cGeofencing was a big part of why people would choose to use programmatic; however, with recent privacy control changes in the industry, we\u2019re losing the ability to easily tell if an individual in the target audience that ever saw the ad ended up purchasing or not, which is leading to inconclusive data-driven results.\u201d<\/span><\/p>\n<p><b>What You Need to Know:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We know that privacy and AI advancements are making an impact on your advertising. Make sure your partner is being transparent with how it\u2019s impacting your campaign and what they\u2019re doing about it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Attribution challenges mean you need to get creative with how you measure whether an ad is working or not.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A\/B Testing is Everything<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Reese weighs in on A\/B testing with this to say, \u201cA\/B testing everything is incredibly important, for both content (creative &amp; messaging) and the target audience itself. We all have our own thoughts &amp; ideas of what\u2019s going to work and what should work, but, strong results are achieved through data-based decisions.\u201d<\/span><\/p>\n<p><b>What You Need to Know:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Challenge who your target actually is by seeing what\u2019s resonating through A\/B testing.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Mobile First<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/gs.statcounter.com\/platform-market-share\/desktop-mobile-tablet\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GlobalStats\u2019s StatCounter<\/span><\/a><span style=\"font-weight: 400;\"> mobile market share is 59.57%. Meaning, over 50% of your audience is accessing the web via their mobile phones. You want to reach your audience where they are, so optimizing your programmatic advertising campaigns for mobile is crucial for your campaign\u2019s success.<\/span><\/p>\n<p><b>What You Need to Know:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your programmatic campaigns should follow a mobile-first approach to get optimal reach.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Cross-Device Targeting<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We know that audiences still favor mobile-first, but that doesn\u2019t mean that\u2019s where they stay. Audiences will go from their phone to the TV, to the computer, to their tablet, and back to their phone. Cross-device targeting ensures that your ads reach users across different platforms and devices, providing a more cohesive and effective advertising strategy.<\/span><\/p>\n<p><b>What You Need to Know:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To reach your customers, your campaign should be optimized for cross-device targeting.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Video Still Gets The Best Engagement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Research suggests that viewers remember 95% of a message when it\u2019s watched over 10% when it\u2019s read. That\u2019s just one statistic that explains why video content remains highly engaging, <a href=\"https:\/\/gotechark.com\/digital-marketing\/video-marketing\/\">making video ads<\/a> a powerful tool in programmatic advertising.<\/span><\/p>\n<p><b>What You Need to Know:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Short, impactful videos (think TikTok, IG Reels, etc.) show a great ROI for programmatic ad campaigns.<\/span><\/p>\n<p><b>Found This Helpful and Want to Get More Updates and Insights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Schedule your <\/span><a href=\"https:\/\/gotechark.com\/contact\/\"><span style=\"font-weight: 400;\">free consultation today<\/span><\/a><span style=\"font-weight: 400;\">, and learn what a <a href=\"https:\/\/gotechark.com\/digital-marketing\/\">digital marketing agency like TechArk<\/a><\/span><span style=\"font-weight: 400;\">\u00a0can do for your business.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We dug in with Brian Reese, our team lead who manages our client\u2019s\u00a0paid media campaigns, to hear what he\u2019s seeing&#8230;<\/p>\n","protected":false},"author":26,"featured_media":58957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[204,203],"class_list":["post-58803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-programmatic-advertising","tag-programmatic-advertising-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>%title% | TechArk<\/title>\n<meta name=\"description\" content=\"Uncover top programmatic advertising trends in 2024. 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