Top Six Trends: Local Advertising in the Age of Programmatic – Part Two

26
Jun
2017
06/26/2017

In part two of our Top Trends article, we take a look at three more trends that we see impacting local advertising in the Age of Programmatic. But first let’s take a quick look at the trends covered in part one:

TREND 1: LOCAL DOESN’T JUST MEAN MOM AND POP
TREND 2: MORE PRECISE, MORE AUTOMATED FORECASTING
TREND 3: MOBILE LOCATION DATA IS TAKING CENTER STAGE

For a deeper dive, read part one of the series here. Back up to speed? Let’s move on to trends four through six:

TREND 4: MORE AND MORE MEDIA TYPES ARE EMERGING



In 2010 when programmatic began, it was almost exclusively display. But now, as different media types come on board—mobile, native, video, billboards — we’re figuring out how to offer diverse media types programmatically to take advantage of the efficiency and scale benefits.

And what about the future? GPS data is just the tip of the iceberg as far as local data types. We’ll be looking at questions like: how do you monetize voice data like Alexa or The Internet of things (IoT) or the data coming from your automobile? We need to be ready for all these types of media types coming on board.


TREND 5: ANALYTICS & ATTRIBUTION ARE MOVING TO THE NEXT LEVEL



All advertisers we are seeing today tell us: “I want to know more about my advertising dollar. I want to know what my ROI is. I want to see it. I want to know what results it is getting for me. And I want to make my decisions based on that data.”

The explosion of data in global internet traffic will help meet this demand. At Simpli.fi we’ve gone from measuring gigabytes a day to gigabytes an hour to now terabytes a second. This explosion of data will, in turn, power deeper analytics in real time. Using this data will continue to open up a ton of opportunities for various types of targeting, analytics, and attribution that we believe will truly move the needle for our clients.

TREND 6: MORE PERSONALIZATION/LOCALIZATION/CUSTOMIZATION ACROSS CAMPAIGNS



Back in 1974, Burger King came out with the now famous slogan: “Have it your way.” It fit well with the emphasis on individuality, and it’s a line that would still resonate today at a time when self-expression and mass customization remain critical elements of culture (even though Burger King itself ditched the slogan).

The world is moving toward personalization. Look at what Coca Cola, one of the biggest mass marketers in the world, is doing with personalized Coke cans. Or what about on-demand printing where everyone gets their own version of a magazine, a newspaper, a book? We’ve seen personalization come to digital with, for example, Amazon shoe ads following you around the Internet. The ability to personalize ads to individual users, known as 1:1 marketing, is the Holy Grail for marketers. But there’s been relatively little personalization up-funnel and for smaller campaigns.

We believe that is changing. New programmatic technologies are now making it possible, for example, to instantly personalize native campaigns based on what device you are using, what publisher site you are on, your location, and how you are interacting with the Web. We are very excited about the potential of new advancements like native, and we are working hard to help bring these capabilities to hyper-local campaigns.