18
Jul
2019

Mid-Year Programmatic Review: How Have Things Panned Out So Far, and Where are We Headed in the Second Half of 2019?

07/18/2019

Now that we’re well into 2019, let’s take a look back at the predictions made by Simpli.fi’s CEO and thought leader Frost Prioleau at the start of the year. So far, 2019 has been a great year for programmatic as we’ve seen major developments in location-based marketing, OTT/CTV, and the push towards Addressable Programmatic. We think the second half of 2019 will prove to be as dynamic as the first, and Simpli.fi will be leading the way as we add foot traffic attribution capabilities to OTT/CTV advertising.

Below, we’ll revisit Frost Prioleau’s earlier predictions for the year and see where they stand mid-way through 2019; we’ll also take a quick look at some predictions regarding where the industry is heading in the second half of the year.

 

2019 Predictions So Far

 
Number 1 in Red Circle

Improved Measurability and Attribution on OTT/CTV Will Drive TV Dollars to Adopt OTT/CTV Over Linear TV Faster Than Expected.

 
It is no surprise that OTT/CTV advertising continues to grow rapidly in light of improved measurement and attribution capabilities. This prediction is likely to continue to pan out in the back-half of the year as companies like Simpli.fi enhance their OTT/CTV advertising offerings to include advanced foot traffic attribution capabilities, increased availability of high quality inventory, and ongoing targeting improvements.

One thing is for certain: the second half of 2019 promises to be as exciting for programmatic as the first. In fact, we think it’s likely to be even more so. Foot traffic and other attribution capabilities for OTT/CTV advertising will be making big waves, and will keep the momentum going strong.

 
Number 2 in Yellow Circle

Direct to Consumer (DTC) Advertisers Become Big Buyers of Addressable TV Ads.

 

DTC advertisers are focused on performance and are very data-driven. This combination has made them big buyers of addressable TV advertising in the first half of 2019, and we would expect this to continue to grow in the back-half of the year. Addressable TV advertising is the perfect medium for DTC advertisers to get their message to a precise, highly granular audience at the household level, as well as measure campaign performance.

 
Number 3 in Blue Circle

Netflix will Launch an
Advertising-Supported Offering.

 

While Netflix has been extremely successful with its subscription-only offering, they will likely see an opportunity to complement their traditional offering with an ad-supported one. However, Netflix remains quiet regarding any such development. We will likely see this prediction pan out in 2020.

 
Number 4 in Tan Circle

Location-Based Marketing will move towards Addressable Programmatic.

 

The shift to Addressable Programmatic is very much happening now in 2019, especially as advertisers are increasingly looking for greater precision in their targeting and to drive higher ROI from their ad spend. We’ve watched the evolution of addressable advertising expand from mail to TV, and now into programmatic. We will continue to see the same push for more granular and more efficient targeting in the back-half of 2019 and beyond.

 
Number 5 in Black Circle

GDPR Adoption will Grow
in the United States.

 

Many U.S. companies, especially those with a strong web presence, are focused on gearing up for the California Consumer Privacy Act (CCPA) in the back-half of 2019, which includes adapting permissioning mechanisms originally developed for GDPR. We will likely see more companies implementing processes and altering practices in the back-half of 2019 in order to maintain compliance.

A lot has happened so far this year, and our predictions have largely born out. So what is next? Let’s take a brief look at what we think will be coming up in the second part of 2019.

 

What’s Coming Up

  1. OTT/CTV advertising will continue to grow per our original prediction as stated above, and will accelerate as advertisers get more familiar with the improved targeting and attribution capabilities.
  2. Companies will focus increasingly on CCPA as the deadline for defining the law and its implementation is approaching.
  3. Workflow and system integrations will take center stage as advertisers look to become more efficient in managing their advertising efforts.

Simpli.fi continues to be a thought leader and tech driver in the programmatic industry. We’re excited to see what happens during the rest of 2019 and beyond; particularly in the areas pertaining to our predictions.

For more information on how Simpli.fi’s platform can take your programmatic campaigns to the next level, reach out to us at hi@simpli.fi.