Programmatic Advertising Trends to Anticipate in the New Year
What can we expect in programmatic advertising in the new year? Let's explore some key predictions and insights from Broadcasting+Cable.
Premium video continues to grow so 2024 will be focused on this type of advertising. In today’s fast-moving media landscape, buyers want the ad inventory they’re purchasing is high-quality and brand-safe. Holding premium video to a higher standard will be a win-win for the industry, as such efforts will help drive a more enhanced viewer experience.
Programmatic will continue its convergent TV invasion in 2024, as advertisers chase the allure of combining the highly engaging, premium environment of TV with the precise targeting they use to buy programmatic banner ads.
According to Digital Remedy forecast, digital would take center stage in TV advertising with linear TV becoming a role player. While advertisers will continue to invest in linear TV, the expectations of the medium and what its role and purpose are in the broader ad ecosystem will largely evolve.
At the same time, streaming TV will come under more careful scrutiny. As streaming competition rises, and CTV budgets surge, the quality of streaming ad inventory will come under the microscope. As a result, long-tail inventory and online video, while still playing an important role for brands, will be viewed as ‘less premium’ compared to top-flight CTV.
DoubleVerify predicts CTV attention measurement will become more widely available and see increased adoption in 2024. In the new year, we can expect to see advertisers not only come to the realization that there are other ways to measure campaigns, but that there are better methods like interactive ads that actually give insight to outcomes without question.
With CTV's ability to target specific demographics, locations, and interests, political campaigns will leverage CTV’s addressability to tailor their messages more precisely than ever before. Consequently, CTV advertising will play a pivotal role in shaping political narratives, offering an unprecedented level of engagement and message customization in the realm of electoral politics.
The landscape of programmatic development in 2024 is teeming with diverse perspectives and innovative concepts. What are your thoughts on this evolving domain?
