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Programmatic Advertising: how audio, immersive rich media and contextual adv are shaping the future

July 13, 2023

Applications of Programmatic Advertising: Audio, Rich Media and Contextual advertising

Welcome back to Aryel’s blog, the place where we turn your marketing challenges into opportunities as effortlessly as our developers turn coffee into code (at least that’s our aim).

As a marketer, you’re a seasoned navigator of the unknown, always charting new territories to captivate your audience and stay ahead of the competition. If that wasn’t enough, every day new storms brew on your campaigns’ horizon, causing unease and concerns.
It can be tough sometimes to be a marketer. We know that, and that’s why we write the latest news from marketing’s uncharted territories with you in mind.

Right now, storms on the horizon worry even the most expert web marketing surfers: the end of third-party cookies, users more and more able to ignore intrusive banners and advertisements, and an increasing risk of wasting marketing budgets on ineffective initiatives (media wastage anyone?) are bending even the most resilient marketing navigators.

However, in the midst of these challenges, there’s a silver lining.
In this article, we’re diving deep into the world of programmatic advertising and venturing into the future to explore what advertising might look like in a world without third-party cookies.

From the growing prominence of audio advertising to the exciting potential of immersive rich media formats, we’ll reveal trends that are set to redefine our industry.
So, brace yourself for an insightful voyage through digital advertising’s ever-evolving landscape.

Programmatic Advertising: what is it?

Programmatic advertising, in its essence, is like an autopilot made for your digital advertising campaigns. It’s the technology that automates the buying, placement, and optimization of media inventory, replacing traditional methods that involved requests for proposals, tenders, quotes, and human negotiation.

Imagine you’re at an auction, but instead of bidding for that PokĂ©mon card collection you’ve had your eye on, you’re bidding for ad space. And instead of an auctioneer and a room full of avid collectors, you have algorithms and a digital platform. That’s programmatic advertising in a nutshell.

This automated process allows advertisers to purchase ad space in real-time, targeting specific audiences at the right time and in the appropriate context. It’s like having a personal assistant who knows exactly where to place your ads for maximum impact. Sounds awesome, right?

It is, but here’s the catch: much of this precise targeting has been made possible by third-party cookies, those tiny digital breadcrumbs that track user behavior across the web.
And as we know, these are set to crumble soon.

So, what does a future without third-party cookies mean for programmatic advertising? How can we continue to deliver personalized, effective campaigns in a cookieless world? Without further ado, let’s delve in.

Programmatic Advertising: what future without cookies?

As the cookieless future approach, it’s natural to feel a sense of trepidation. Third-party cookies have been long-time trusted partners of most of the marketing we know and love. But remember, with every challenge comes an opportunity.

Let’s start by painting a picture of the future advertising environment. The global digital advertising market in 2023 is valued at a staggering $626.9 billion, accounting for 67.4% of the overall media ads expenditure. Despite the challenges, digital ad spending is projected to grow by 9.5% this year. By the end of 2023, digital spend is expected to reach an impressive US$424.3 billion, making up 58.3% of all advertising spend.

Why, you might ask, is digital advertising spending still growing in the face of these challenges? The answer lies in the resilience and adaptability of marketers like you. Even as third-party cookies crumble, we’re finding innovative ways to connect with our audiences and deliver impactful advertising.

Without third-party cookies, marketers turn to creative tools and strategies to effectively advertise products and brands. These tools are not just replacements for the old methods, but improvements that offer more sustainable and privacy-friendly ways to engage with audiences.

So, what are these tools, you may ask? It’s time to put on your science hat and coats, because things are about to get serious.

Beyond cookies: the rise of contextual advertising

Contextual advertising, in its simplest terms, is a form of advertising that matches ads to relevant content on a webpage. Instead of relying on a user’s browsing history, it focuses on the context of the page they’re currently viewing. So, if a user reads a blog post about travel, they might see ads for travel agencies or airline tickets.

This approach offers several benefits. First, it respects user privacy. Since it doesn’t rely on personal data, it’s a more privacy-friendly way to target ads. Second, it delivers relevant ads to users. By matching ads to the page content, users see ads that are likely to interest them.

But it’s not just about the benefits. The numbers also tell a compelling story. According to a report by New Digital Age, there is an 8% shift from audience to contextual targeting-driven spend year-on-year, from 2022 to 2023 among the largest advertisers. Additionally, the global contextual advertising market is projected to reach $562.1 billion by 2030.

Contextual advertising also offers a way to reach your target audience in a more organic and non-intrusive way. It’s like having a conversation with your audience, where your ads are a natural part of the discussion.

Tuning into the future: the growing impact of audio advertising

Let’s now lend our ears to a trend that’s resonating across the digital marketing sphere: audio advertising.

Sound has always been a potent tool in the marketer’s toolkit. From catchy jingles to unforgettable slogans, audio has a unique way of capturing attention and stirring emotions. But in the digital era, audio advertising is playing a whole new tune.

The numbers are hitting a high note: the audio advertising market in the United States alone is projected to grow by 6.45% from 2023 to 2027, culminating in a market volume of US$7.54bn in 20272.
But it’s not just about the numbers. Audio advertising offers a unique way to reach audiences who are increasingly consuming audio content. From podcasts to music streaming services, audio platforms offer a wealth of opportunities to connect with audiences in a more personal and engaging way.

Moreover, audio advertising is showing resilience in the face of changing privacy regulations. Unlike other forms of advertising that heavily rely on cookie data, audio advertising is less impacted by these changes. This is because audio ads are less dependent on cookies, making them less vulnerable to privacy rule changes. This unique advantage is likely to keep audio as an attractive advertising platform in the evolving digital landscape.

Increased spending in innovative and immersive rich media formats

Rich media advertising is all about creating interactive experiences that captivate audiences. These ads can include video, audio, or other elements that encourage users to engage with the content. The result? A more memorable and impactful advertising experience.

The numbers speak for themselves. According to a study by eMarketer, spending on rich media ads is projected to reach $61.3 billion, making up 60% of all digital ad spending. This significant investment reflects the growing recognition of the power of rich media advertising.

But why is rich media advertising seeing such a surge in popularity? The answer lies in its ability to engage audiences in a way that traditional ad formats can’t match. Rich media ads are not just seen or heard; they’re experienced. This immersive approach leads to higher engagement rates and more meaningful interactions with audiences.

In a world where consumers are increasingly seeking out engaging and interactive experiences, rich media advertising offers a way to stand out from the crowd. It’s not just about delivering a message; it’s about creating an experience that resonates with audiences.

Aryel wanted to expand the potential of Rich Media one step further: in doing so, we developed a series of interactive formats aimed at improving the engagement and performance of formats traditionally defined as Rich Media.

Aryel’s Immersive Rich Media formats stand out as ground-breaking solutions designed to transform the way brands interact with their audience. These formats leverage cutting-edge technology to create engaging and memorable experiences, redefining traditional advertising boundaries and practices.

As we look towards the future, it’s clear that the advertising landscape is moving beyond traditional boundaries and stepping into a new era where Immersive Rich Media play a central role. It brings creativity, interactivity, and personalization to the forefront, turning the focus from selling to engaging

Embracing Immersive Rich Media means transcending the realms of static imagery and text, to engage users with dynamic, interactive content that provides them with a memorable, alluring experience. It’s no longer just about pushing a product or a service; it’s about creating experiences that resonate with consumers, experiences that they can be a part of. This user-focused approach not only enhances brand visibility but also fosters stronger customer relationships.

The dawn of an era: what future for advertising?

As we wrap up our journey through the evolving landscape of digital advertising, let’s take a moment to reflect on the key insights we’ve gathered along the way.

We’ve explored the world of programmatic advertising, shedding light on its complexities and revealing its potential in a post-cookie era. We’ve seen how the demise of third-party cookies is not a dead-end, but rather a crossroads leading to new and exciting paths.

We’ve tuned into the rise of audio advertising, a trend that’s hitting a high note in the digital marketing sphere. With its unique ability to engage audiences in a more personal and engaging way, audio advertising is set to continue to grow its impact.

We’ve also delved into the world of immersive rich media advertising, an approach that focuses on creating immersive and engaging experiences for audiences. As spending on rich media ads continues to grow, it’s clear that this is more than just a trend, rather it’s the future of digital advertising.

But perhaps the most important takeaway is this: the future of advertising is not about surviving without cookies, but about thriving in new and exciting ways. These trends are not just responses to the cookieless future; they’re signs of an industry that’s evolving and innovating. And your job, as a marketer,is not just to adapt to change but to drive it.

Are you ready to join the rich media revolution? Book a call with our sales team now and explore how we can help you create compelling, immersive advertising experiences that resonate with your audience and drive results.