Post by account_disabled on Jan 3, 2024 6:54:48 GMT
Integral Ad Science (IAS), a global leader in digital campaign verification, has just released the results of its Industry Pulse 2021 survey . It details the main trends that will prevail in the digital advertising industry next year according to the opinion of more than 200 marketing experts from brands, agencies, media and technology providers. In total, five key axes are defined for 2021 . The role of connected television (CTV) stands out for next year, as well as the boom in programmatic. 1º) Connected television will shorten distances to cable TV The situation of teleworking from homes around the world has caused the viewing of streaming content through connected television to have had exponential growth this year. Thus, 88% of those surveyed consider that investment in CTV will increase in 2021. On the other hand, it is noted that smarter data management and contextual advertising targeting strategies will generate more business opportunities .
Along with this, 80% of respondents point out that connected television provides quality information on campaign optimization compared to cable television. 2º) Programmatic will grow and the focus on media Phone Number List quality will intensify Programmatic advertising will continue to rise and offer unprecedented opportunities in 2021 . However, marketers still consider that it presents some risk and requires the implementation of verification to solve it. In this sense, 56% of those surveyed affirm that programmatic offers some disadvantage regarding the risk for brands of digital campaigns. However, in general terms it is considered that the implementation of new technology, together with the strengthening of the industry through alliances and agreements, will mean improvements in transparency in programmatic purchasing next year. 3º) Brands demand more transparency on social media While there is no doubt about the power of social media, marketing experts are not very clear about its degree of transparency.
This circumstance can significantly affect the forecasts for the advertising budget that brands allocate to them. In this sense, it is relevant that only 17% of those surveyed consider that social networks provide sufficient transparency around visibility and risk for the brand in digital campaigns . In addition, 59% state that it is likely that advertising spending on social networks will be adjusted in 2021 by also not having adequate metrics on the quality of the media. 4º) Contextual advertising will reach mobile phones 58% of those surveyed consider that 5G represents a strong impact of digital advertising in the mobile environment in general and in gaming in particular . At the same time, 66% believe that sophisticated tools for analyzing app content will drive innovation. And especially with respect to contextual advertising. 5º) The challenge of the environment without cookies The disappearance of third-party cookies continues to be a challenge for much of the industry. This is what 49% of those surveyed point out. And although last year the industry focused on the legislation, in 2021 it will focus on the effects of these changes on the proper measurement of campaigns.
Along with this, 80% of respondents point out that connected television provides quality information on campaign optimization compared to cable television. 2º) Programmatic will grow and the focus on media Phone Number List quality will intensify Programmatic advertising will continue to rise and offer unprecedented opportunities in 2021 . However, marketers still consider that it presents some risk and requires the implementation of verification to solve it. In this sense, 56% of those surveyed affirm that programmatic offers some disadvantage regarding the risk for brands of digital campaigns. However, in general terms it is considered that the implementation of new technology, together with the strengthening of the industry through alliances and agreements, will mean improvements in transparency in programmatic purchasing next year. 3º) Brands demand more transparency on social media While there is no doubt about the power of social media, marketing experts are not very clear about its degree of transparency.
This circumstance can significantly affect the forecasts for the advertising budget that brands allocate to them. In this sense, it is relevant that only 17% of those surveyed consider that social networks provide sufficient transparency around visibility and risk for the brand in digital campaigns . In addition, 59% state that it is likely that advertising spending on social networks will be adjusted in 2021 by also not having adequate metrics on the quality of the media. 4º) Contextual advertising will reach mobile phones 58% of those surveyed consider that 5G represents a strong impact of digital advertising in the mobile environment in general and in gaming in particular . At the same time, 66% believe that sophisticated tools for analyzing app content will drive innovation. And especially with respect to contextual advertising. 5º) The challenge of the environment without cookies The disappearance of third-party cookies continues to be a challenge for much of the industry. This is what 49% of those surveyed point out. And although last year the industry focused on the legislation, in 2021 it will focus on the effects of these changes on the proper measurement of campaigns.