The recently released dentsu e4m digital advertising report found that digital ad spend in India has overtaken television for the first time, even as various industries invest their ad spend in the ever-expanding digital medium. And within digital itself, programmatic advertising performed well.
According to the dentsu e4m digital advertising report, “Digital media programmatic buying contributed 42% (Rs 17,088 crore) to the digital media industry by the end of 2023, registering a year-on-year growth rate of 37%.” This segment is expected to grow at a compound rate of 27.51% and reach a share of 45% (Rs 27,782 crore) by the end of 2025. ”
“Throughout history, media has sought to connect with consumers through messages that resonate. As an agency, I can help you accurately target your audience, predict their preferences, and increase conversion rates. This level of precision is driving the growth of digital and programmatic advertising,” said Amin Ghadiali, President of GOZOOP Group Business & Integration.
Programmatic advertising is expected to reach $18.42 billion by 2026, and that growth has changed targeting capabilities and spend efficiency. Ghadiali observes that as digital ad spend approaches or surpasses native ad spend, brands are increasingly turning to online channels to adapt to changing consumer preferences. Masu. “Leveraging data-driven insights and innovative technology is essential to maximizing advertising ROI and creating impactful experiences across digital platforms. It highlights the changing landscape and the power of targeted advertising.”
“In addition to transparency and efficiency, programmatic offers data-driven marketing, massive reach, automation, innovation, and multiple It opens the door to ease of integration with the platform,” he said.
Tejas Rathod, founder and chief operating officer (COO) of Mobavenue Media, was quoted as saying in the report: The ability to use AI to identify and target the right audience goes beyond just serving ads. It's important to build meaningful connections and provide value. ”
Prashant Deora, CEO, Puretech Digital, agrees that India's digital advertising sector is witnessing explosive growth and this expansion is largely driven by the adoption of programmatic advertising. . Programmatic advertising is revolutionizing the way brands approach ad spend and includes both individual and programmatic purchases. Native advertising.
The targeting precision and execution efficiency of programmatic advertising allows for a nuanced approach to ad placement and seamlessly integrates native advertising into the user experience.
“This dual approach to buying ads – individually for ad placement and programmatically for scale and efficiency – highlights a strategic shift in advertising.Impact. Digital and programmatic channels are essential for brands looking to achieve a certain level of engagement,” Deora enthuses.
According to Mehta, the transformative impact of programmatic advertising is rooted in three key pillars: audiences, real-time signals, and technology.
“Essentially, programmatic allows marketers to precisely target the right users, at the right time, and in the right place, thereby minimizing waste and maximizing impact.” From an advertiser's perspective, programmatic advertising is not about comparing one to the other. Rather, it is a strategic change in media buying and execution that focuses advertisers on DSP platforms. “Programmatic not only reduces media waste but also allows for precise targeting,” he said. and reach the right audience at the right time and place.
This strategic approach helps brands of all types create meaningful impact through advanced technology and communication strategies, optimizing campaigns and increasing ROI. Integration with other important data and martech platforms further increases its effectiveness and creates a seamless ecosystem for advertisers not found in traditional channels.
“Given these factors, while native advertising will continue to play an important role in the lower funnel of marketing efforts, programmatic advertising will continue to grow at a CAGR of 12% to 15% over the next few years, leading to digital advertising “AdEx will reach more than 50% of the total,” Mehta said, echoing industry report predictions.
Programmatic advertising offers several benefits for publishers. Mehta said: “First, it serves as an additional revenue stream, expanding monetization opportunities. By offering marketers a comprehensive audience-based inventory package, programmatic allows publishers to It enables publishers to serve more relevant ad space, which not only improves the overall quality of content delivery but also contributes to a more engaging user experience.Furthermore, programmatic allows publishers to You get a guaranteed recovery period of 30 to 60 days, which gives you a financial buffer.”
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