Advertising technology (AdTech) and AI-driven software solutions are revolutionizing digital platforms and ad space. AdTech has constantly been changing the traditional approach of distributing and consuming information – thanks to innovative data-driven strategies.
Evolving customer demand has led to the constant upgradation of AdTech, not to mention the influence that the COVID-19 pandemic has had on the space.
As we gear up to enter 2023, with the advertising industry in focus, it is vital to get acquainted with the popular AdTech trends. It is crucial to know which trends are going to influence digital media strategies and outcomes. These trends can be instrumental in reshaping the future of the digital advertising sector.
So, without further ado, let us dive into understanding the AdTech trends and predictions which can impact a plethora of industries and services in 2023 and beyond.
In-Game AdTech as the Game Changer
The gaming sector has undergone a striking revolution giving programmatic AdTech new pockets of development, innovation, and growth. Companies are developing in-game ads to increase their brand visibility, as well as playing a major role in collecting data and customer reviews.
Today, brands are experimenting with and developing various strategies, such as in-gameplay or native in-game advertising. This can serve to target specific consumer demographic without hindering their experience and the overall gaming culture.
Advertising World with AI
The AdTech ecosystem has found innovative ways of progressing thanks to automation, machine learning, and AI. Data analytics and AI, in particular, will help companies develop efficient marketing strategies and predictions for realizing success with advertising in 2023. Big data insights and neural networks help in contextual advertising, which means developing ads based on consumer behavior patterns. This will yield more targeted and efficient campaigns, thereby improving the ROI of advertising investments.
The AI-driven programmatic AdTech will dominate the digital marketing space in the future owing to the benefits such as reduced reliance on human labor and resources and better strategic investments. For example, machine learning and AI can control how the money is spent, who is being targeted, and how the advertisements are being displayed in real-time. This way, AI-driven algorithms on the backend can serve immensely in streamlining digital advertising.
A Video-First Approach
In a world where digital media is constantly evolving, it is essential to use tricks and tactics in AdTech to engage customers and act on their interests. To that end, video-first content is more interactive as well as attractive for the viewers in comparison to static advertisements. Small interactive videos have become a social media marketing trend for many brands on social channels like Instagram, LinkedIn, etc.
Though known for decades, the video-first approach has invariably received affirmation from the e-commerce sector, something that will continue into 2023. High-quality videos can be helpful in creating a brand identity and elucidating the problem that a business is trying to solve with its offering. In addition, live streaming by influencers, vlogs by travel sites, and reels can become the go-to option for attracting and engaging the Gen Z population.
Rise of Programmatic Audio AdTech
As per market research, digital audio spending will grow to $8 billion by 2025. Audio advertisements have been used for ages, and the trend will continue. However, voice ads will be redefined to appeal to modern-day consumers. A great example of the same is podcasts, which will become even more effective at driving inbound marketing strategies.
Programmatic audio advertisement streaming services such as Apple Music, Spotify, and so on will prove vital in advancing the audio AdTech trend. In addition, interactive audio content shows potential not only to educate people but also to increase engagement rates through audiobooks, voice notes, and testimonials.
Using Multiple Channels for Programmatic Advertisements
The adoption of OTT platforms has grown tremendously, especially since the COVID-19 pandemic. Brands are increasing their digital presence through OTT advertisements. This is because more and more consumers are shifting towards OTT platforms owing to the flexibility and control over the media they offer. As per a recent survey, approximately three in five OTT consumers prefer viewing ad-supported content in comparison to paying for ad-free content.
Besides, a lot of consumers have shifted to Connected TV (CTV). In 2022, 92% of households in the US have been accessible via CTV programmatic advertising. As such, streaming giants like Netflix, Amazon Prime, Disney, Hulu, and so on are driving ad-supported content.
With the increasing support of OTT and CTV, the trend for programmatic advertising, known as OTT ads and CTV ads, respectively, is growing tremendously and is expected to continue in 2023.
The Bottom Line
The way MarTech and AdTech drive digital outcomes is constantly changing as we enter 2023. Adopting the aforementioned, ever-evolving AdTech trends will help brands stay one step ahead and implement more effective, relevant as well as engaging campaigns for their products and services.
Tapping new trends related to digital audio, voice ads, in-gaming ads, and so on can be the key moves to realize success with advertising initiatives in 2023. With various avenues still left to explore, programmatic AdTech is the way to go.
Want to dive deeper into the AdTech trends and predictions for 2023? Connect with the experts at Aroscop.
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