Tech is changing the advertising industry in surprising ways. The direct impact of a digital shift has made Ad tech much sought-after. Ad tech is short for advertising technology and it refers to analytics and digital tools to improve the effectiveness of an ad and to fuel conversions.
Recent Changes in Advertising Industry
Let’s look at the challenges the advertising industry has been facing for some time now.
Apple and Google have declared that they are phasing out third party cookies. This disrupts long-standing ad targeting practices. Which means that advertisers now have to come up with new ways to reach consumers.
Rapid rise of streaming TV and online shopping have brought in new avenues and ways of targeting buyers. Traditional advertising has been affected because of these changes.
Consumer behaviour is changing rapidly because of digital shifts. Consumers are more and more looking at ads that are in the digital space, have a more innovative catch and are seamlessly integrated into their online behaviour.
Enter Ad Tech
Companies are now looking at new ways to target their consumers. These are doing this by building homegrown tools to reach consumers, using targeted ads or collaborating with adtech and martech companies.
Let us look at the ways Ad tech creates new advertising campaigns and reached out to the target audience.
Programmatic Advertising
Programmatic Advertising fuels the digital display ads but in the absence of the cookie, the industry needs to search for new ways for retargeting and personalization, keeping customers’ privacy in mind.
Mobile Advertising
A study by Comscore says that 75% of digital users consume all their social media, lifestyle, travel, news, and utility content using mobile apps. This is a data rich environment that companies can take advantage of.
Personalised mobile and website ad campaigns are run through targeted data analytics based on consumers’ lifestyle, social connection, demography and general behaviour.
Offering in-app advertising helps app developers to monetize the apps and helps companies to engage more users via the target campaigns.
Video Advertising
Advertisers and marketers invest in shoppable and interactive emerging video ads formats, whether on TV or on mobile.
Digital 360 Services
Marketers are focusing on areas like the personalization of media and content marketing. Creating content for businesses include SEO, brand marketing, social media planning, designing, media planning, and various other marketing solutions.
Interactive Content
Interactive content is when a user can click on, swipe, or interact with it online. Augmented reality and 360-degree videos offer a dynamic, engaging, and immersive experience.
Ad tech empowers the advertising industry by using technology to make advertisements faster, quicker, and efficient. This new wave is going to get bigger and stronger.
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