ADTECH 2023: 5 TRENDS SDRS AND SALES TEAMS NEED TO KNOW TO PREPARE FOR TIMES OF CHANGE

AdTech 2023: 5 Trends
 SDRs and Sales Teams
 Need To Know to Prepare
 for Times of Change
Experts seem to agree that a recession is on the horizon, and companies, along with
consumers, are preparing for the worst. As the budget season for 2023 approaches,
sales and BD teams need to think through how a possible recession can affect their
productivity.

Particularly those who are a part of the AdTech industry.

Over the last few years, the Adtech industry has witnessed a massive evolution in
the digital world. The AdTech business has seen significant change over the past
ten years due to the introduction of digital media as a crucial marketing channel
and the development of technology as a vital driving force. The COVID-19 epidemic
has further strained the sector, making technology adoption essential for survival.
Along with this transition, the last couple of years also saw specific trends become
mainstream in the AdTech industry - namely, the introduction of AI and Machine
Learning and the use of performance-based marketing strategies.

The question is: can BD pros and sales teams survive this recession and thrive in it?

They can - by keeping an eye on AdTech trends that will extend to the new year
and be relevant for Adtech companies. Staying on top of recent trends while
incorporating the individual characteristics of audience behaviour, interests,
and other criteria can help increase lead generation and attract new clients.

ADTECH TRENDS 2023

AdTech refers to technologies created for managing advertisements across digital
platforms, including streaming video platforms, search ads, social media platforms,
and any media.
In 2020, due to Covid-19, the advertising industry faced a huge blow with significant
drops in advertising spending. However, one segment of the AdTech industry gained
traction during this time - search ads. Due to increased online shopping during
the pandemic, the popularity of search ads soared, and experts now believe that
advertisers will now spend up to $99.22 billion on search ads in 2024, as opposed to
the earlier prediction of $91.32 billion (Influencer Marketing Hub).

Through all of this, the core purpose of advertising has remained the same -
delivering targeted digital advertising to consumers. AdTech companies now need
to become more agile and continue building data-driven marketing strategies
targeted towards consumer behaviours.

PROGRAMMATIC ADVERTISING:

It’s no secret that programmatic advertising is on the rise. It’s estimated that
by 2023, programmatic ad spending will reach $84.9 billion. With such a huge
growth projection, it’s no wonder that more and more businesses are turning to
programmatic advertising to reach their target audiences.

So what exactly is programmatic advertising? In short, it’s a way of automating
the buying and selling of advertising space. This means that businesses can
target specific audiences with laser precision and do it all in real time. This type of
advertising is highly effective and efficient and will only become more popular in
the future.

Programmatic advertising is one of the most efficient ways to allocate advertising
spend. In programmatic advertising, ad spend is automatically allocated to ad
inventory that is most likely to result in the desired outcome, such as a click or
a conversion.

Programmatic advertising is growing rapidly and is expected to continue to grow in
the coming years. In 2019, more than 86% of US display ad spending was transacted
programmatically, and that percentage will exceed 91% in 2023. (Insider Intelligence)

As programmatic advertising grows, a few trends are worth paying attention to.

    • First, the growth of programmatic advertising is being driven by mobile. Mobile
      is the top category for US programmatic video ad spend at 75%, followed by
      connected TV at 16% and desktop at 9% (ROIRevolution)

    • Second, the increasing importance of programmatic OTT and Connected TV
      advertising cannot be denied. Nearly 72% of US households are now reachable
      through programmatic OTT/CTV advertising. (Strategus)

    • Third, the rise of voice advertising or programmatic audio. Like programmatic
      display advertising, programmatic audio advertising automates the sale of
      ads in audio content like podcasts.

CONTEXTUAL ADVERTISING:

With the death of cookies, contextual advertising is increasingly becoming important
and is one of the programmatic trends that we need to keep an eye on. Many
organisations that were heavily invested in behavioural targeting marketing are now
switching over to contextual alternatives.

Contextual advertising is a type of online advertising targeted to users based on their
current context, such as the content of the web page they are viewing. This type of
advertising is growing in popularity as it is seen as more effective than other forms of
online advertising, such as banner ads.

Several trends are driving the growth of contextual advertising.

First, more and more people are using ad blockers, making other advertising less
effective.
Second, people are increasingly using mobile devices to access the internet, and
contextual advertising is well-suited to mobile devices.
Third, people are becoming more aware of online privacy and are increasingly using
private browsing modes, which makes contextual advertising more effective.

As contextual advertising continues to grow in popularity, it is expected that more
companies will start using it to reach their target audiences. Contextual advertising is
expected to be worth $335 billion by 2026 (Scaleo).

DOOH ADVERTISING:

Marketing experts are seeking creative ways to target clients who are back on the
go after a terrible couple of years due to government-mandated stay-at-home
directives in reaction to the pandemic, and DOOH is reviving.

Digital out-of-home (DOOH) advertising is one of the most effective ways to reach
consumers on the go. And as technology continues to evolve, we can expect even
more changes and innovations in the DOOH space.

Here are some of the top DOOH advertising trends we can expect to see in 2023

     • Increased use of AR and VR
     • More personalisation and targeting
     • Greater use of data and analytics
     • The rise of 5G and other new technologies
     • The continued growth of DOOH advertising

What are the key drivers of DOOH growth?

One key driver is the increasing availability of DOOH inventory. With the proliferation of
digital screens in public places, brands have more opportunities to reach consumers
with their message.

Another driver is improved targeting. DOOH is unlocking new and sophisticated
targeting opportunities based on audience data and backed by real-time analytics.

OMNICHANNEL ADVERTISING:

Omnichannel advertising is a marketing approach that uses various channels to reach
and engage customers. Omnichannel advertising aims to provide customers with a
seamless, consistent experience as they move between channels, including online,
offline, and mobile.

While omnichannel advertising is still in its early stages, it’s clear that it’s here to stay.
Recent studies have found that omnichannel campaigns are twice as effective as
traditional marketing campaigns. As more and more businesses adopt an omnichannel
approach, we can expect significant changes in how advertising is done.

 So what does the future of omnichannel advertising look like? Here are some
 key trends to watch for in the next few years.

     • More brands will shift to an omnichannel approach
     • Omnichannel advertising budgets will continue to increase
     • Personalisation will be critical
     • Data will drive omnichannel strategies
     • AI and machine learning will play a role in omnichannel advertising

VIDEO ADVERTISING:

Video advertising is evolving rapidly. What worked last year may not work this year,
and what works today may be completely different in a few years. As the industry
continues to grow and change, it’s important to stay on top of the latest trends.

The rise of digital transformation has only increased the number of platforms for video
ads. Video ads will possibly continue to dominate the AdTech scene for the next five
years and continue to be one of the most significant advertising trends. Sales teams
can stand to gain more revenue by leveraging the importance of video ads.

There are two main types of video advertising: in-stream and out-stream. In-stream
video advertising is when you place an ad within a video already playing, such as
on YouTube or Hulu. Out-stream video advertising is when you place an ad on a
webpage where no video is playing, and the ad itself is the video.

So, what can we expect in video advertising in 2023? Here are a few predictions:

    • More personalisation: we’ll see more video ads that are personalised to the
      viewer based on data like their location, age, gender, interests, and more.
    • More interactive video: video ads will become more interactive, with features
      like clickable links, embedded quizzes, and more.
    • More immersive experiences: video ads will become more immersive, with
      360-degree and virtual reality (VR) content becoming more common.
    • More live video: real-time live streaming is gaining more popularity and will be
      used more for product launches, demos and other events.

  80% of consumers want to see more
    videos from businesses. (Wyzowl)                                          80%

  81% of marketers intend to use video
     marketing as part of their overall                                        81%
  marketing strategy in the upcoming
                  years. (Lemonlight)

FINAL THOUGHTS
Despite the looming recession and threats of economic downturn, advertising
 has a bright future in 2023. The world of Adtech is constantly changing, and
   there is so much potential in it, especially in programmatic advertising.

  This is why it is vital for an organisation’s sales, marketing and BD pros to
  stay up-to-date on the trends in the AdTech industry and understand its
                               implications of AdTech.

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