Marketers can use adtech to serve immersive, relevant, personalised ad content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 26, 2020, 7:48 AM UTC

They must track developments across mobile advertising, visual formats and the merging of adtech and martech systems.

This article shares some digital advertising trends that can help brands keep up in an evolving digital ad space. Merging adtech and martech helps build better communication with clients to create precise advertising campaigns.

As per an IAB report, digital video budget has jumped by 25%. New adtech tools make video ad personalisation easier thereby help in serving immersive and relevant content. Further, in 2020 and onwards, mobile marketing would gain more importance fuelled by factors like 5G which brings with it higher speeds.

The author highlights native ads’ continued run as the best performing ad format as it generates the highest click-through rates (10.4%) and doesn’t “annoy” consumers. Interstitials ads follow as the second best ad format with 5-7% click-through rates.

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