Media Buying Challenges
We continue our discussion about digital advertising and as we said before it comprises already the lion’s share of advertising dollars. We see new trends in the coming year, on of them is programmatic advertising that will definitely continue to gain prominence in the digital media-buying space. New trends are bringing new opportunities as well as new challenges, let’s look at them in details.
Open Auction. The industry will see robust buying through the open buying environment as advertisers recognize they have ample data and just need access to premium ad inventory at scale. Today’s advertisers are more reliant on their own customer data and less in need of publishers to provide reader data. The biggest question advertisers will ask: “How do I find massive amounts of quality inventory?” It’s imperative for publishers to create a way that buyers can purchase multiple audiences without friction.
Programmatic tools. There has been a move away from enabling advertisers to reserve inventory in advance as programmatic buying replaces human interaction. However there is still a trend for advanced programmatic tools that meld automation with ad planning as advertisers plan in advance a product launch and usually know exactly whom they want to reaching several particular DMAs.
New programmatic tools will make it possible for brands to efficiently reserve ad space in advance. The buyer will be able to enter a digital marketplace, type in specific targets, number of desired impressions and the price they are ready to pay. The marketplace would then surface all available inventory sources that meet the specifications. Then the buyer would submit a bid via the marketplace, which generates an automated alert to the appropriate publisher fulfillment team. A designated contact on the publishing side will receive the request, negotiate and execute the deal through the automated channel.
1-on-1 relationships. Despite the move toward automating the buying process with an increase in programmatic ad buying, the human element will not be fully replaced anytime soon. Advertisers still need one-on-one relationships to help “cherry pick” the best inventory for them.
Video content. Highly coveted video inventory has been scarce with supply not keeping up with demand. Expect to see publishers focus on growing traffic for video assets. Advertisers will continue to focus on creating engaging, shareable, creative video ads. In response, publishers will need to make buying mobile video ads more accessible, affordable and quick loading. They also will look to publishers to offer more native video ad options that are less intrusive and yield higher engagement with users.
Mobile shift. Expect to see a continued shift from desktop to mobile inventory as more consumers conduct day-to-day business on their mobile devices. This year already mobile constitutes more than 50 percent of traffic and inventory. As pageviews transition from desktop to mobile, mobile advertising inventory will continue to increase along with it.
Fraud detection tools. In an age of fake news and click-baiting, advertisers and publishers have a responsibility to protect their constituents from falling prey to untrustworthy sites. We can expect to see more focus on practices, procedures and tools to detect and eliminate digital advertising fraud.
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