Three top trends for 2017

Programmatic advertising is gaining momentum

In recent years, programmatic buying has gradually evolved into programmatic advertising. In 2017, this will also continue to find its way into digital-related media types such as out-of-home and web radio. A new approach to programmatic advertising will establish itself in the purely online sector, which will be particularly relevant for branding campaigns. Originally, there was no guarantee of reaching a specific audience with a defined frequency and reach in programmatic buying. With Automated Guaranteed, publishers can guarantee the buyer a certain number of contacts in the target group at a certain time and play them out. This gives both publishers and advertisers more planning security and helps programmatic advertising to gain further momentum.

Proximity marketing strengthens brick-and-mortar retail

In 2016, the smartphone was the most frequently used device by Germans to surf the internet for the first time. This means that a large number of Germans can be reached permanently via their mobile devices. This advantage should not only be exploited by digital advertisers, but also by bricks-and-mortar retailers. Proximity marketing enables stores to address people via their mobile devices, depending on their location - with the help of technologies such as NFC, iBeacon, ultrasound or other wireless networks - and enter into direct communication with them. Gone are the days of elaborate image recognition apps and QR codes. After these initial attempts, unobtrusive and simple technical methods for location-specific customer contact are now gaining ground. As a result, meaningful use cases for interactive outdoor advertising are finally emerging for brick-and-mortar retail.

Personalized advertising and native advertising end the ad blocker debate

The ad blocker debate essentially revolves around the fact that users often find advertising annoying. However, personalized advertising will continue to gain relevance in 2017. Users will increasingly receive content tailored to them on all channels. Native ads ideally round off the brand identity to be conveyed. Even if there is still room for optimization in some areas, personalized advertising and native advertising will greatly increase the relevance and user acceptance of advertising in general. The aim of performance marketers should therefore be to only show consumers advertising for products that are of interest to them in order to put an end to the ad blocker debate.

The service portfolio of the company specializing in digital marketing The Reach Group is made up of the three product pillars Media & Brand, Performance Marketing and Consulting & Optimization. The company is headquartered in Berlin. There are further locations in Düsseldorf and London, Zurich and Vienna.