Programmatic advertising is an automated technology that facilitates the buying and selling of media without human intervention. It has gained high grounds and is proving to be a useful tool for marketers.
Being an automated and technology-driven process, programmatic advertising uses algorithm-based strategies which help advertisers to spontaneously display ads to their audience on a publisher web page. This happens within a time frame of 200 milliseconds through real-time bidding (RTB) process.
While bringing a change to the old methods of media buying and selling, programmatic has helped advertisers build brand recognition in the international markets by giving them access to worldwide inventory. It is helping various industries to change their mindset and allocate more budgets for online advertising.
Scenario in India
According to a research by WARC, the Indian ad market is forecast to expand by 13.0 percent this year and a further 12.4 percent in 2017, by when it will be worth Rs 536.4 billion ($8.0 billion). With the growing digital demand, the need for a digital presence is what marketers seek. Digital advertising is set to take over other forms of advertising, with the lion’s share being used for programmatic advertising.
Programmatic has started placing roots in India and is gaining demand from SMEs to large businesses and organisations. The future of advertising seems to be programmatic with the new inventions coming in daily. Programmatic display and video advertising are leading the digital advertising industry, along with mobile advertising which holds a high share of programmatic ad spend.
Native and in-app advertising
Native advertising is most preferable these days as they are non-intrusive and cannot be blocked by an ad blocker tool. They appear within the content and the viewers are not able to differentiate whether it’s an ad or part of the content. Advertisers report a higher conversion rate when they run ads that look and feel more similar to the web page environment.
India is being called a mobile-first country, with e-commerce and digital companies moving to app-only experiences. According to a recent data from We Are Social, 200 million people in the country are going online via their mobile phones, with 66 percent of all web traffic served to mobile phones. It continues to penetrate not just the urban but also the rural market, as it is available at a very less rate compared to desktops and laptops. People view a lot of content such as videos, songs and shop with their mobile as it is convenient. This has helped brands in targeting the users and display ads more efficiently with a scope of higher returns on their investments.
According to a study conducted by 9Apps, an average Indian user installs 32 apps. This number is more than enough for marketers to target the users and display various types of ads in the app. In-app advertising is becoming more popular among e-commerce, BFSI and entertainment segments as they have a lot of scope and options available to tap into the mobile user base.
Both in-app and native advertising has been on a rise in India as marketers are spending an increasing percentage of their ad budget on it. Though the audiences changing media habits have been a major concern, programmatic advertising has been providing solutions for precision targeting and better results.
Programmatic advertising is helping the industry double in size and worth each year. It has helped connect millions of advertisers and agencies to media houses and publishers around the globe. With programmatic in hand, the Indian market is sure to grow and bring in more opportunities for the advertising market to flourish. Marketers and publishers in India are still uncertain about programmatic advertising. They have to try it to know how they can benefit from it.