Stay updated with top digital trends, that will help your business not just to survive, but bloom in this age of innovation. Here we have tracked the top trends you need to follow in the Ad Tech space for 2020 and beyond.
- Blockchain Technology –
Even after the Invention of Ads.txt, the number of Ad frauds has not reduced instead it is increasing every year. Cybersecurity Team is claiming that ad frauds will reach $26 billion in 2020, $29 billion by 2021, and $32 billion by 2022. The only way to tackle these frauds is by increasing transparency in advertising.
That’s where Blockchain Technology will help, It is based on the principle of decentralization. Blockchain in programmatic ad tech has been able to tackle ad fraud by helping cut down the number of unnecessary middlemen, removing domain spoofing, verifying the legitimacy of publishers, and allowing transactions using cryptocurrencies.
Benefits of Blockchain Technology:
– It will bring Transparency
– Promotes accountability
– Limits Ad frauds Activity
– Improve the Privacy - Omni Channel Marketing –
Omnichannel marketing refers to creating your brand’s presence across multiple online (website, app, social media, email, SMS, WhatsApp) and offline (retail store, events, call-center) channels while ensuring a positive and seamless experience throughout the customer journey.
Wouldn’t it be great if your favorite Coffee shop had an option to pre-order coffee via an app, so you could enter the shop, collect your order and leave? That’s exactly what Starbucks did. It has made ordering and payment easier for the customer. Their mobile payment makes up 29% of their transactions.
Not Just the Starbucks Also Disney, Pepperfry, VIP, Bank of America etc.. Brands also have implemented omnichannel marketing strategies.
How to Plan Omnichannel Marketing:
– Plan the customer experience
– Use data as the main base
– Segment the users
– Get the context right
– Select the right marketing automation tools - Chatbots –
A chatbot is a computer program or software that automates conversation with a user. They can be programmed with different responses based on what a user chooses or requests. most advanced bots are powered by artificial intelligence.
Say you want to buy shoes of your favorite brand. you could have visited their site, scrolled through 10-20 product pages, filled in details with your shipping address and payment information, and so on. but If you have a bot, you can simply message like I want to buy Bata shoes. and it will guide you through multiple options and place orders for you. Behind the scenes, it will ask a series of dependent questions to understand your choice and behavior and deliver the right product to you.
How can you use chatbots:
– Customer Service
– Sales
– FAQ
– Shopping - OTT/CTV Advertising –
OTT(Over The Top) and CTV advertising are taking control over traditional TV advertising.
A PwC report titled Global Entertainment & Media Outlook envisages that programmatic TV will represent approximately one-third of global TV ad revenue by 2021. Marketers need to embrace this reality and prepare their marketing budgets and strategies to fit this new medium.
For advertisers, it’s an innovative way to reach a new, unique audience. Today’s viewers are increasingly turning to diverse viewing options that don’t necessarily involve a traditional TV set. They’re watching on Smart TV’s, laptops, tablets, smartphones, and other connected devices such as Chromecasts, Amazon Fire TV Sticks, Roku, and Apple TV.
Benefits of OTT/CTV Advertising:
– Targeting Capabilities
– Measurable Results
– Growing Audience
– Brand Safety
– 100% viewability - Artificial Intelligence –
AI is basically teaching machines to act like a human, to know how to see, hear, speak, move, and write.
Thousands of AI tools exist that have the ability to see, hear, speak, move, and/or write, then get better at those things without being explicitly programmed to get better.
Alexa is one of the great example of AI technology. Alexa is using artificial intelligence to make predictions on its own about what your words mean, how to respond to them, and what action you’re requesting.
“Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.”
Areas AI is already implemented:
– Basic communication
– Product recommendations
– Content creation
– Email personalization
– E-commerce transactions
