We have yet to see a universal, agreed-upon standard for programmatic advertising, making it difficult to ensure that brands can run the highest quality media within the most efficient budget.
COVID-19 has shaken up the business landscape, and the impact fast-tracked the process of moving to a digital era overnight. The rise of a contact-free economy triggered an unprecedented wave of super digitalization and digital transformation.
Any digital transformation initiatives that were in place in January were undoubtedly put on the back burner thanks to Covid-19 lockdowns around the world. While some companies may resume their digital transformation initiatives as they go back to the office, others will be forced to take a different approach.
CTV viewership has ballooned under COVID-19, from 2.7 billion hours per week pre-pandemic to 3.9 billion hours during the height of lockdowns. Every week more fuel is added to the fire.
Consumer expectations for good customer experiences remain as high as ever, but today’s brands are operating in an entirely new landscape and, in many instances, are floundering to realign with new consumer needs.
Everyone knows what it is like to be browsing the shoes you have been eyeing, only to be retargeted with that exact item minutes later on another device.
With the sudden upswing in digital demand and the almost overnight disappearance of physical interactions – it’s become clear how someone who cannot leave their home is forced to rely on digital channels, and how frustrating it is for them if those digital channels are not optimized for accessibility.
Digital advertising is at a crossroads. We’ve come this far based on the enthusiasm of advertisers for following online audiences as they explore and engage, but there has been an elephant in the room for the past few years.
Expectations are constantly changing in both our consumer lives and in our business lives. To keep up with this shifting world, B2B marketers need to change.
While the ad world is still game-planning for how to operate once Google sunsets the cookie, the media giant went ahead and made another decision that effects targeting and goes into action much sooner.
As we return to some sense of normalcy emerging from the pandemic, brands will once again want to be top of mind. In order to win consumers over as they make their way along the purchase journey, the content they see should be personalized, but not invasive.
Predictive analytics, the use of real-world data and machine learning techniques to identify the likelihood of future outcomes, has become a cornerstone of media planning.