Digital technology has come a long way since its beginnings, when it promoted fun and functionality to our lives, and held a promise for virtually endless possibilities. Back then, there were virtually no concerns regarding the invasion of privacy.
Currently, the IoT (Internet of Things) is taking the lead in the digital technology realm; IoT includes everything with a base on a device which connects to the online world. Obviously, this includes primarily smartphones and computers, as well as a myriad of other devices that run digitally. Needless to say, the efficiency of all these digital appliances is indisputable, as they make our lives much easier. So why does this newfound convenience bring a feeling of loss?
The current IoT technology gives us the liberty to take the world with us everywhere. Moreover, we have the access to breaking news from around the world in a click of a button. However, we tend to forget that with every gain brings some kind of hidden loss – we don’t have the freedom to explore things anonymously. The access to unlimited information has a downside.
Finding the perfect audience
There’s never been a better opportunity for marketers to learn much about their audience as there is now. The huge volume of data people create on a daily basis is an ideal starting point for brands to improve their consumer engagement.
Along with this trend, there is a consumer pressure for a more personalized experience. As a result, marketers who make efforts to truly understand and find their audience are the ones who stand out in the highly competitive environment.
Giving consumers what they want is crucial because a happy customer is a loyal customer and a potential advocate. In a digital environment overwhelmed with feedback, consumer advocacy has never been more important.
The Future is Automated: Entering the Programmatic Age
Despite some opinions that technology is not the whole answer to an effective online advertising, the IAB figures for 2014 show that the programmatic tipping point has already arrived, with nearly half of display advertising bought through automated technologies. In other words, we’re definitely entering the programmatic era.
The report of IAB further reveals that 45% or £960 million of the total £2.13 billion were spent on ads traded programmatically, up from 28% in 2013. Moreover, the research reveals that programmatic share on mobile ad sales nearly doubled in 2014. For time being, nearly 18% of video ads are traded programmatically.
As a result of the rise in mobile and video ad spend, IAB estimates that by 2018, almost 80% of all digital spend will be programmatic. This is more likely to happen if the issue with the lack of transparency in programmatic trading is removed.