Human Connections Media takes us into the world of the media, its evolution and challenges that force them to innovate so as not to stop being obsolete. In this context of the evolution from “consumer” to “prosumer”, the media have gone through a kind of “mediamorphosis” since the beginning of the digital age, which is increasingly faster, uncertain and, for the same reason, more challenging.
“Simultaneously, these are very interesting decades for the media, due to the possibility of reaching global audiences, the immediacy of communicating information and the access to technologies that allow stories to be told like never before. Likewise, executing campaigns using less time and effort with better segmentation so that it is possible to deliver the right message, to the interested audience, at the right time, optimizing advertising investments.”, says Cynthia Trejo, Clients Team Director, Human Connections Media Mexico.
3 Media Tech Trends for 2023
1. The “streaming war” focuses on live sports. Video streaming providers around the world are spending billions of dollars on live sports rights to attract and keep a changing audience.
2. Continued need for innovative models like FAST. The market has seen more media companies launch direct-to-consumer channels and existing players modify their business models. Several new companies entered the market and began to offer online linear channels (FAST, free and ad-supported television broadcasting). Organizing and distributing media through the cloud provides flexibility and agility to quickly respond to market needs.
3. The best parts of traditional and digital advertising are combined. In other words, full ad integration that provides the security of measuring audiences directly in terms of views, like a digital platform, but with all the premium attributes of television, such as frequency, time, relevant content, and more.
Programmatic Technology
It is the tool for automating the purchase and sale of online spaces in real time, either by auction, at a fixed price or with direct negotiations, which also stands out for its customer centric approach. With Programmatic, a brand targets consumers, tailors its messages, and buys ad space using audience data, which is segmented by category and media behavior, through an automated process.
Programmatic advertising offers different options to ensure that the ad is the best optimized for a certain campaign. These options are: display ads, video ads, social media ads, audio ads, and native ads.
“According to various statistics, in Mexico the spending of programmatically purchased ads was $2.61 billion dollars in 2021 and by 2026 it is expected to rise to 4.82 billion. At a global level, spending on programmatic in 2021 amounted to 418 billion dollars. ”, comments again Cynthia Trejo, Clients Team Director, Human Connections Media México.
Top 10 Programmatic Platforms
1. Demand Side Platforms (DSP) It is a type of software that allows an advertiser to purchase advertising with the help of automation.
#1. AdRoll
#2.Display & Video360 (Google)
#3. Adobe AdvertisingCloud
#4. MediaMath
2. Supply Side Platforms (SSP) they allow website owners to manage their ad impression inventory and maximize their revenue from digital media.
#5. Magnite
#6. Criteo
#7. PubMatic
3. Ad exchange platforms The exchange of ads or Ad Exchange is a digital market that makes it possible to buy and sell space to advertise. This technology is used as a method to bridge the gap between publishers and advertisers, collecting a large inventory from different ad networks, on a single platform.
#8. Google Ad Manage
#9. OpenX
#10. smaato
SOURCE: IEBS DIGITAL SCHOOL
contextual advertising
In the inevitable future cookieless world, contextual advertising becomes relevant as a solution for effective audience segmentation and engagement.
Contextual advertising is a type of digital advertising where ads are targeted to the audience based on the context of the web page on which they appear. It is a strategy that allows you to target online users based on contextual signals, not third-party data. In this way, it offers much more privacy to individual users of the web, and this is essential as we move towards a world without cookies and third-party tracking data. Thanks to AI, contextual advertising is becoming a more precise and powerful tool
Other trends that are transforming the media
1. VR/AR. They are immersive experiences that enhance the customer experience.
2. SPECIFIC CONTENT FOR EACH DEVICE. Viewers engage with different devices differently and therefore content needs to adapt. Programmatic technology facilitates this trend.
3. AUDIBLE CONTENT. Videos, audiobooks, podcasts and streaming are some of the new processes that are being implemented in digital advertising.
4. ARTIFICIAL INTELLIGENCE. It allows to increase the efficiency of strategies, segment audiences and manage advertising campaigns.
5. INTERACTIVITY. The connection between media and social interaction is expanding as new interactive technologies make it easier for people to share and connect through the content they love.
conclusions
Finally, Human Connections Media makes us see that today, the very act of consuming media creates a new format: a layer of social data that reveals what we see, who or what we pay attention to, and our location at the moment everything happens. these things. “Media agencies will have to change, evolve and reinvent themselves as many times as necessary, to adapt to society and its needs. Technology and innovation play a transcendental role.” concludes Cynthia Trejo, Clients Team Director, Human Connections Media Mexico. “The important thing is to be clear that the communication business is and will continue to be in ideas, beyond choosing only media and formats. Innovation is a virtuous union between creativity and technology that creates value for everyone involved.”