The way we communicate online is constantly evolving, notably with the use of AdTech. This applies to individuals and for brands, which need to adapt to new marketing channels and strategies to stay one step ahead of their competitors.
In the space of just a few years, we’ve moved on from ultra-scripted television advertising inserts to native marketing campaigns on social networks, created and driven by consumers. Brands are adopting an authentic and engaging approach to communication, relying on levers such as marketing games, challenges on social networks and UGC.
These marketing strategies are based on the use of new advertising technologies, also known as AdTech. What are the key trends for optimising the way your company communicates with its audience? And how can you incorporate them into your marketing calendar? We’ll answer all your questions!
What is AdTech?
Adtech refers to a range of technologies and solutions that enable your brand to create and deliver advertising campaigns. These may be software or SaaS platforms offering different functionalities. Or more targeted tools that focus on personalising, targeting or monitoring your digital advertising.
A very good example of AdTech is the header bidding system. This is a computer programme that manages bids and sets the fairest price between the advertising network (e.g. Google or TikTok) and the advertiser (e.g. your brand).
4 AdTech trends to be aware of in 2023
The world of AdTech is evolving at breakneck speed. To boost your brand’s visibility and maximise its acquisition rate, it’s crucial to keep an eye on the new advertising technologies you can incorporate into your strategy.
Here are the key trends to watch in 2023:
Advertising programming
Programmatic advertising involves automating the buying and selling of advertising space across a wide range of distribution channels. But also for a wide choice of display formats (including responsive display ads, which adapt to the user’s device).
This technology enables your company to allocate its budget effectively and ensure that its campaigns achieve the expected results (number of clicks, conversion rate, etc.).
Display advertising is set to continue growing strongly over the next few years. In 2019, over 86% of display ad spend was programmed. This percentage will rise to over 91% by 2023.
Artificial Intelligence and AdTech
AI is playing an increasingly important role in the AdTech sector. It makes it possible to optimise segmentation, refine targeting and personalise your message according to the behaviour of each consumer.
Netflix, for example, uses artificial intelligence to automatically determine which of several thumbnail selections is most likely to encourage users to watch a film or series.
Mobile-first advertising solutions
Advertisers are increasingly recognising the importance of meeting the needs of consumers who primarily use their mobiles to connect to the Internet. AD Tech companies are therefore developing mobile-specific formats and strategies, including in-app advertising.
The gamification boom in AdTech
AdTech is increasingly linked to online gaming. This connection is happening at every level. There is a real boom in native advertising in games, particularly in free game applications. Users are invited to view an ad before they can start or continue their game. This practice is becoming increasingly popular, especially for applications that are partners of the Twitch streaming platform.
At the same time, advertising is incorporating a gamification dynamic. As consumers are exposed to more than 1,200 advertisements every day, they have developed a form of banner blindness (i.e. ignoring the information shared in traditional advertising banners).
To win the battle for attention, brands have had to invent new, more entertaining formats. This is the context in which Playable Ads have emerged. These interactive display formats are ideal for increasing the visibility of campaigns, boosting advertising performance and raising brand awareness.
In practical terms, a playable ad is a mini-game that runs for a few seconds. This format has become so popular that it is no longer confined to game applications, but is also used by generalist brands. They can capture the attention and engage their prospects through a marketing game.
The benefits of Playable Ads for your brand
Playable ads advertising format offers your brand a number of advantages. Firstly to capture the attention and boost the acquisition of your targets by offering them unique and entertaining content.
In the world of gaming, playable advertising is a bit like the interactive trailer for your mobile application. But for a brand in another sector, such as beauty, telecoms or sport, this gamified format is an extension of your game marketing strategy.
Your playable ad allows you to promote a new product or service by letting players discover it in an immersive virtual environment.
Playables ads help you to achieve several objectives:
- Brand awareness: by raising awareness of your offer and demonstrating its added value;
- Engagement: by encouraging users to interact with your brand. Playable ads attract 47% more attention than traditional video ads.
- Conversion: by boosting traffic to your application or website.
- Qualification: by gathering insights that will enable you to capitalise on consumer preferences.
Examples of interactive and playable displays
When it comes to gamification scenarios, you’re spoilt for choice. Memory, Battle, Swiper or Rattrape-Tout. Your brand can draw inspiration from different game mechanisms depending on the product to be promoted and its target audience.
To give you an example of a promotional campaign in the form of Playable ads, RED by SFR recently used the Memory game mechanic to present its range of packages. The interactive format makes the advertising more engaging. But the very nature of the game also encourages better retention of the information presented (and in particular the value delivered by the company).
Conclusion
The new advertising technologies (or AdTech) enable your brand to meet its key marketing challenges and stand out from the competition. Your ability to create unique interactive experiences will be a powerful lever for attracting and converting new customers, as well as gathering and activating valuable insights into your market. Discover our turnkey solutions for creating your Playable ads or opt for customised support for your next campaigns.
