2015 was a fantastic year for programmatic. What was once thought to be just a buzz term has become a $15.43-billion-dollar industry. Programmatic’s rapid rate of change may seem to make predictions difficult, but as we look to 2016, there are clear trends and developments that will be difficult to ignore.
Data Opens New Doors
One of the most talked about topics of programmatic media resides in the data. Agencies and brands are beginning to incorporate data management platforms (DMPs) and consumer relationship management (CRM) data into their digital marketing programs, opening up more granular targeting. Once this foundation is in place, the question becomes, how do we fully leverage the data? This evolution in consumer information and thinking will require search marketers to step into the shoes of a data scientist and develop new skill sets to analyze and develop messaging to reach brand goals.
High-impact programmatic creative will spread.
Programmatic media buying has come such a long way in the past year, and it’s expanding into new formats that agencies and brands will use to deliver a better experience. The high-impact creative units will become more popular as more ad networks and exchanges accept these formats.
Becoming More Personalized
As the role of programmatic media buying evolves to fit into digital marketing strategies so will the role of messaging. Ad messaging will be extremely tailored to each consumer and address specific points in the decision-making journey. Messaging will no longer be generic ad copy delivered to everyone who is served an ad, or just tailored messaging delivered to customers within remarketing lists. It will instead be ad copy that dynamically serves an engaging message informed by all of the consumer insight data available. Marketers, in essence, will be taking on a role of a “storyteller” interjecting a message that resonates with consumers at moments that matter.