Since it started out in the early 2000s, programmatic advertising has dominated the industry with its efficiency and precision. Fast forward to today and we are now seeing AI and data analytics aid the advancement of personalised ads and improved ROIs. In 2022, ads bought programmatically accounted for 84% of global digital advertising spend, that of which is forecasted to increase to 87% by 2026.
We can see developments being used through brands such as Netflix, who are analysing users’ history and preference data to create personalised content. Coca-Cola are also taking advantage of programmatic advertising through its dynamic creative optimisation, where ads are being tailored based on user data, leading to a 30% increase in engagement and a significant boost in brand awareness.
One of the biggest recent innovations, however, is programmatic digital out of home. By leveraging data and automation, digital billboards, signs, and displays can now be converted into advertisements that are available for purchase, activation and customisation, tailored to reach the appropriate audience at the optimal times and locations. The true beauty of this technology, however, lies in its versatility and its ability to enhance your impact.

Further programmatic elements that we have seen support advertisers include the implementation of accurate regional languages. For universities attempting to reach those specific lucrative prospects who are often overseas, they must be able to fine-tune their regional language targeting. The nature of the majority of universities’ target audience means relatability and comprehension are key when serving ads, meaning key phrases or idioms must translate seamlessly. Strategies may well vary depending on region and local languages in order to prevent an ad standing out for all the wrong reasons. This is especially useful in native, display and video ads, where word count may limit how effectively you can capture attention.
As well as this, having the capacity to overlay location targeting on programmatic ads makes for a much more successful campaign. Location targeting is a gold mine for opportunists and should be viewed as such. Having the ability to pop up on the phones of your target audience when they are meters away from your site is a huge opportunity to generate interactions in real time and real life, which is a rare occurrence in today’s technology-forward landscape.

However, pinpointing them is only half the challenge, and is a futile process without the support of punchy copy; this is where artificial intelligence can fall short. Human ingenuity and wit are something that AI cannot yet replicate and is a necessity when it comes to programmatic ads and limited word-counts.
It is clear that in today’s advertising landscape, adaptability is crucial. For OOH specifically, the importance of negotiating has been enhanced, as advertisers must compete to arrange their purchase with the owner or supplier of the ad spaces. The environment has now been saturated with automation, optimisation and data-driven precision. Advertisers who embrace this will surely see benefits through increased efficiency, improved targeting and a distinctive advantage within the digital market.
With the recent introduction of artificial intelligence, the advancements in programmatic ads have come in thick and fast. Whilst many are positive, privacy concerns surrounding the channel are now becoming apparent, and data-conscious consumers are demanding a reevaluation of its regulations. Consequently, the industry is transitioning towards privacy-centric strategies such as contextual advertising, where ads are tailored based on the content of a webpage rather than personal information. This phasing-out of third-party cookies on Google will have a huge impact on the way ads are served, and will possibly prompt the end of personalised programmatic advertising.
For more information on the future of programmatic advertising or if you want to discuss working together, get in touch with nick.friend@hunterlodge.co.uk