Advertising is a crucial part of running a business, and worldwide marketing spending is expected to reach $4.7 trillion annually by 2025.

There are various types of marketing that you can make use of, so it’s important to plan things out and use your resources effectively. Programmatic video advertising has become very popular in recent years, and it can help give you an edge over the competition. To advertise effectively, you need to make sure you’re keeping up with modern changes.

In this guide, we’ll take a look at some of the biggest programmatic advertising trends of 2024 that could help you get ahead. Keep reading for more.

Growth of CTV and OTT Ads

CTV (connected TV) and OTT (Over-the-top) advertising are both becoming more popular. One of the main reasons for this type of programmatic advertising growth is the increasing adoption of streaming platforms. More users are moving from traditional TV to digital streaming every day.

As such, people aren’t consuming content (and advertisements) in the same ways. Many users choose to watch ad-supported streaming services due to them typically being less expensive.

Advertisers will continue to leverage programmatic advertising so that they can reach their audiences through streaming platforms. You should make this a key part of your marketing strategy to ensure you’re engaging with your audience effectively. You can easily adjust campaigns to help achieve a better ROI.

More Investment in Immersive Technologies

The global immersive tech market is growing quickly, and it’s extending into the marketing space. Augmented reality (AR) and virtual reality (VR) are becoming huge tools in the world of advertising and they can both prove very effective.

Marketers can use this kind of tech to provide far more immersive experiences to users. These ads are highly engaging, so any brands using them will be able to increase brand awareness massively.

Both AR and VR can be useful for demonstrating products to users. They can get a better idea of how they’ll look in clothes or how well furniture will fit in their home, for example. Being able to present your brand in these formats will help you improve both lead generation and customer retention.

New Ad Formats

Advertisements often get the best results when they stand out, so being able to create something unique is always ideal. Implementing new ad formats is a great way to do this, as you can market your brand in a way that people may not have seen before.

Interactive video ads and shippable video ads are popular examples that some brands are starting to use. They can grab the attention of users more easily as they offer them something new. Data-driven insights allow marketers to use programmatic advertising more effectively in this way.

Contextual Targeting

Consumers are constantly being exposed to more ads, and many of these aren’t of any interest to them. To get the best results from advertisements, contextual targeting is a good approach. This involves aligning ads with the type of content that viewers are typically consuming, keeping what they see unobtrusive and more relevant. They’ll then be more likely to pay attention to (and interact with) these ads.

This type of data-driven targeting can prove very effective, but marketers need to create layered advertising strategies for this. Collecting vital data on demographics and viewer behavior is essential.

Integration Into Multi-Channel Advertising

There are various channels that brands can use to advertise, and programmatic advertising is being integrated into several of these. The goal is to ensure coherence and consistency across these channels. This will help enhance the overall brand experience through different digital touchpoints.

Combining the reach of multi-channel marketing with the precision of programmatic advertising can produce very good results. You can improve the brand experience you provide and drive greater success overall.

Enhancement Through AI

Artificial intelligence has been taking the world by storm in recent years, and it doesn’t seem like it will slow down any time soon. It has already had a large impact on the programmatic video advertising space and will continue to grow throughout 2024.

AI can help marketers refine targeting models through a wide range of factors, such as behavioral data, first-party data, and contextual cues. It can ensure ads are put in front of the right audience at the best time, improving the overall efficiency of programmatic campaigns.

Collecting data is one of the best ways to understand how effective your programmatic video ads are, and AI can offer transparent and accurate measurement solutions.

It can also provide various solutions to make your ad campaigns more effective. This includes testing formats and targeting various audience segments.

Mobile Video Advertising

Every year, people are consuming more content via module devices, and this includes video content. Every marketer should consider this when working on video marketing campaigns.

Short videos are attention-grabbing and easy to digest, so they tend to have a very high click-through rate. About 92.3% of internet users access the internet using mobile phones, so this isn’t something to ignore.

Short video ads are typically simple and cost-effective to create, and they can produce excellent results. You can research the platforms your audience uses and the type of video content they engage with the most to create suitable video ads. This can help you get a better ROI from your ad campaigns.

Programmatic advertising is ideal for data-driven personalization. You can look at metrics such as viewing time, click-through rates, and increased brand affinity to see which ads resonate best with your audience. This will make it easier to tailor your marketing campaign and connect with your users.

Making Use of Programmatic Video Advertising

Programmatic video advertising is something that marketers should be implementing where possible to reach more users and generate more leads. Trends like AI, immersive technologies, contextual targeting, and multi-channel advertising are all worth looking into.

Version2 helps companies of all sizes, from small businesses to larger brands, achieve growth using the best industry technology. With our proprietary platform, ORION, you can achieve greater reach, visibility, and overall results.

We’ve already worked with multiple large brands and agencies such as Capital One, Live Nation, FanServ, and Vici. Get in touch to request your free demo today.