Shams Raza manages the Marketing 2.0 Conference team and is passionate about keeping up with the latest advertising and social media trends. The upcoming edition of the Marketing 2.0 Conference will cover burning topics such as personalized marketing, the rise of fraud, scams, and spam in the advertising world, as well as the evolution of customer behavior in the post-pandemic era.
Technology underpins the advertising industry. Every stage of an advertising campaign incorporates marketing technology. Now, as more and more customers go online, AdTech, or advertising technology, is more critical than ever.
Advertising technology has been around for quite some time. However, its significance has grown in recent years.
Many marketing conferences and events experts say businesses must form alliances with AdTech companies in this information age. It provides businesses with the information they need to see the big picture of an ad campaign. It optimizes audience targeting, campaign delivery, and feedback analysis. AdTech also helps improves any ad space that is currently in use.
Factors Driving The Growth Of AdTech
Role Of AI
In the ad tech industry, artificial intelligence (AI) assists in trend analysis to gain more granular insights and better target your customer base. This also increases cost savings, ROI, and user productivity.
By incorporating AI into digital ad marketing, brands can become more relevant in terms of time, location, brand narrative, and vision, thereby increasing consumer engagement.
According to experts at top marketing events, between 2021 and 2026, the global video advertising segment is expected to grow at a CAGR of 10.17 percent. This suggests that, while video ads continue to dominate the market, focusing on mobile videos will assist brands in increasing client traction, sales volume, and overall growth.
Because of the exponentially increasing use of cutting-edge software and algorithms, brands can now streamline and automate ad purchasing. This has made programmatic advertising a necessary marketing tool in today's market.
VR and 3D Impact Creatives
Most industries focus on providing virtual tours to consumers rather than physical exploration opportunities. 3D Impact Creatives and VR technology are essential in brand promotion.
3D impact creatives, for example, provide consumers with full-stack control, allowing them to zoom in on a product with a simple touch or scroll. These technologies increase productivity in limited ad space, resulting in significant cost savings.
Data privacy remains a considerable concern for internet users worldwide. In response, browsers like Safari and Firefox have disabled third-party cookies, while Google Chrome plans to disable them by 2023. This may appear to be the end for marketers and advertisers. But it isn't! They must seize the opportunity to reshape their consumer targeting strategies by shifting their focus away from third-party and first-party data.
Tip: Using this approach, brands can conduct on-demand consumer research and target their budget to serve the consumers who matter the most rather than relying on guesswork. With the right marketing strategies, cookieless advertising can be a boon for advertisers and consumers.
Advertising technology is advancing at an alarming rate. There is no indication that it will slow down. It has forever altered ad campaign targeting. Ad agencies must seize these new opportunities as the industry expands.
The success of AdTech is due to the variety of tools that work together to form a single, robust framework. It increases the effectiveness of audience targeting through automation and collaborative processes. AdTech isn't a mystical force. It all comes down to knowledge and the ability to apply it, which you can explore at 2022’s top marketing events, such as the Marketing 2.0 Conference.