Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company IMF Business School ·Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Integral Ad Science (IAS) has just released the results of its Industry Pulse 2021 survey.
It highlights the main trends that will prevail in the digital advertising industry next year according to the opinion of more than 200 marketing experts both brands, such as agencies, media and technology providers. In total, five key axes are defined for 2021. Standing out for next year is the role of connected television (CTV), as well as the boom in programmatic. Connected television will shorten distances to cable TV The situation of teleworking from homes around the world has caused the viewing of streaming content through connected television to have grown exponentially this year.
Thus, 88% of those surveyed believe that investment in CTV will increase in 2021. On the other hand, it is noted that smarter data management and contextual advertising targeting strategies will generate more business opportunities. Along with this, 80% of those surveyed indicate that connected television provides quality information on the optimization of campaigns compared to cable television. Programmatic will grow and focus on media quality will intensify Programmatic advertising will continue to grow and offer unprecedented opportunities in 2021.
However, marketers still believe that it presents some risk and that it needs verification implementation to fix it. In this sense, 56% of those surveyed affirm that the programmatic offers some inconvenience with respect to the risk for brands of digital campaigns. However, in general terms it is considered that the implementation of new technology, together with the strengthening of the industry through alliances and agreements, will mean improvements in transparency in programmatic purchasing next year. Brands demand more transparency in social media While there is no question about the power of social media, its degree of transparency is not very clear to marketers. This circumstance can significantly affect the forecasts on the advertising budget that brands allocate to them. In this sense, it is relevant that only 17% of those surveyed consider that social networks provide sufficient transparency regarding visibility and risk for the brand in digital campaigns.
In addition, 59% state that advertising spending on social networks is likely to adjust in 2021 as they also do not have adequate metrics on the quality of the media. Contextual advertising will reach mobile 58% of those surveyed consider that 5G represents a strong impact of digital advertising in the mobile environment in general and in gaming in particular. At the same time, 66% believe that sophisticated tools for analyzing app content will drive innovation. And especially with regard to contextual advertising. The challenge of the cookie-free environment The disappearance of third-party cookies continues to be a challenge for much of the industry. This is pointed out by 49% of those surveyed.
And although last year the industry focused on the legislation, in 2021 it will be done on the effects of these changes in the proper measurement of campaigns. “2020 has been a year of rapid and significant change in the digital industry, which has been transformed in a few months,” says Tony Marlow CMO of IAS. “Thus, for example, teleworking from home has boosted the audience on connected television. This circumstance has meant that consumers have resorted to this channel through existing advertising on it to complete their existing subscription services. And this could have a long-term impact on cable TV as brands spend more of their media plan budget to other channels. “