Mike Seiman, CEO and Founder of Digital Remedy, recently spoke with Martech Series, lending his insight on the adtech trends that the industry needs to look out for as we head into 2020. With digital ad spend expected to surpass traditional in 2019, we are seeing the space constantly evolve with new channels, new buying strategies, and new ways to measure responses.
There are many evolutions that media buyers should be aware of in the year ahead. Here are some of the main takeaways:
- DOOH Will Remain an Enigma: As curiosity about this advertising channel continues to grow, as will the need for it to iron out the issues in order to become more legitimate in the programmatic space. Meaning necessary advancements in inventory, support, and measurement.
- Small Players Finding Strength in Numbers: Larger platforms are beginning to recognize the opportunities that lie with smaller advertisers. As experts in the field, teaching smaller advertisers how to tap into the digital space means more intelligent engagement in the marketplace for everyone.
- Pay-to-Play Reaching a Plateau: The growth of the “freemium” model that we saw succeed in the audio space may trickle out as the streaming wars reach a plateau. With a saturated market, OTT and CTV providers will need to figure out new ways to expand their audience and offer something subscribers can’t get anywhere else.
- Amazon Could be on the Verge of an Advertising Explosion: With Amazon’s advertising platform still in its infancy, they have an enormous amount of data that makes them a true competitor in the market. Advertisers can access shopper data now, but the places you can leverage that are limited, and Amazon will have to determine how they can best leverage this competitive edge.
- OTT Must Have More Accountability and Transparency: Even with market saturation, OTT still presents a huge opportunity for the industry. However, transparency and accountability for the traffic being generated and the ROAS is still a concern for advertisers.