Click Here Digital traveled to New York City to attend AdExchanger’s Programmatic I/O Conference this October. Our team sat among innovators and industry leaders and, over the course of 2 impactful days, gathered game-changing insights on digital strategy, Connected TV, identity targeting, and the future of programmatic marketing.
Consumers are becoming increasingly aware of the data economy and governments are introducing new privacy laws—forcing media platforms to revisit their data collection practices. With potential impacts on cross-site/app tracking, as browsers and operating systems limit cookies and MAIDs globally, utilizing first-party data pools and contextual/behavioral targeting methods will be key to driving success in a cookie-less world.
According to research from Magnite, one of the world’s largest independent sell-side ad platforms, 40% of US households (approx. 55 million) can only be reached by CTV. As the cord-cutting trend continues and more households are no longer reachable by cable/satellite via a traditional linear TV connection, it is clear that an omni-channel strategy that includes CTV is necessary in order to hit audience reach goals, especially for the younger generation who are cord-nevers.
Vertical Video Has Won! The rising trend of vertical video consumption is undeniable. Stories are everywhere (TikTok, Snapchat, Instagram, Facebook, Whatsapp, etc.) and consumers are drawn to this format: TikTok has already overtaken Youtube for average watch time per user in the US (BBC). According to Tinuiti, one of the largest independent performance marketing firms, brands must fully embrace storytelling in vertical videos as a primary creative unit of digital activation.
Research from Sharethrough, an innovative global ad exchange, shows that 75% of people often keep their phone on mute, even when a video is playing. This isn’t news to us, however the same study points to a new behavioral trend in which people expect videos to have captions so that they can read as they watch in order to comprehend the meaning. 72% of people are more likely to watch a video on their phone (80% on their computer) if it has captions. Reading is growing as a complementary (and necessary) visual to video content. Audio and flashy movement is no longer enough to maintain a viewer’s attention. New products, like dynamic captions, are emerging to address this demand for readability and deliver higher comprehension/performance. For many viewers, what they read on a video can change how they comprehend the video’s sound.
In a post-cookie environment, targeting and measurement will rely heavily on access to 1st-party data. Large publishers with prime data pools are likely to shift into the role of identity solution provider and create new data/audiences for partnered marketers. (Re)establishing direct relationships is a pivotal preparation tactic. Click Here Digital is proud to work directly with publishers such as ESPN and other partners like Amazon, Hulu, Roku, Pandora, and Spotify to bring our client's guaranteed buys, premium inventory, and direct access to the customers they want to reach on the placements they want to reach them on.
The Programmatic I/O Conference underscored how important it is to stay on top of consumer and market trends regarding programmatic marketing. Our team came back to Baton Rouge with new ideas for strategies to implement when it comes to programmatic marketing and Connected TV advertising for our clients all around the world. If you’d like to learn more about our services or our plans to face the future of digital marketing, you can contact our team at Click Here Digital by calling 225-383-0333!