Programmatic advertising is on its way to conquer the mobile
24 March 2016
Programmatic advertising has become the Grail of communication agencies. After conquering our computers and tablets, it continues to ingrain itself in our daily life thanks to our mobiles. Programmatic advertising has an exponential growth rate, and its sales revenue in France jumped to 61% in 2015, representing 40% of the banner advertising market.
It is impossible to escape programmatic advertising today. This barbaric qualification designates advertisers’ possibilities to buy advertising space on auction platforms automatically, according to the criteria defined by data algorithms and analysis. In 2016, this high-growth market is the focus of advertisers, offering them the possibility of unerringly reaching their target groups.
Originating in the digital advertising sector via RTB, programmatic advertising is based on the relation in real time between an advertising space distributor (for example an e-commerce site, a blog or a forum) and an advertiser, in accordance with their affinities.
In 2015, sales revenue in France reached 423 billion euros
So it follows that a person referring to a bouillabaisse recipe will see a display of discounted offers of high-speed train travel to Marseille, or an advertisement for their favourite brand of shoes. Clearly, programmatic advertising is the art of appearing in the right place at the right time for the right person.
Every day, a number of market places propose nearly 50 billion display ads, especially in the form of banners or videos.
The mobile market appears to be the next challenge for programmatic advertising.
The good old mobile has almost become a body appendage and this fact does not escape the advertisers. Referred to several times a day when using our favourite applications, sending messages, and even making a call, it is the ideal support for advertisement communication in real time, thanks to geolocalisation. In concrete terms, one can imagine receiving an advertisement for a sale on chicken wings at your local butchers, while on the way to do the grocery shopping.
Adapting advertising for the mobile
Advertisers, however, are conscious that they should not abuse the system, and that it is necessary to adapt messages to supports.
Despite the appeal of programmatic advertising, care must be taken nevertheless not to be too intrusive. Currently the best way to counter adblocker applications, it should not spoil its advantages by forgetting the old saying: “The best is the enemy of the good.”
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