The most important trends in programmatic, native advertising and branded content for 2025
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Knowing the trends in digital marketing is necessary to be successful. In this article we explain what is expected in the area of programmatic, native advertising and branded content for 2025.
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Trends in programmatic, native advertising and branded content for 2025
What trends will revolutionize programmatic in 2025?
Growth of OTT and CTV ads
Programmatic ads have gained in hr email database popularity throughout 2024, so the buying and selling of online advertising space using software and algorithms is expected to grow even more in 2025. Specifically, these will be Over-the-Top or OTT ads , which are those shown in video content transmitted through streaming platforms, such as Netflix, and CTV ads , which are those intended for television devices connected to the Internet or any streaming device, such as a Smart TV.
The idea of investing in this type of advertising is to achieve greater personalization and segmentation , since the ads will be based on the purchasing and behavioral data of the users and will be integrated in real time when they adjust and fit with that information. This will allow, mainly, to reach very specific audiences that are apparently interested in that specific product or service, measure the impact of the advertising campaigns in a much more exhaustive way and adapt the campaigns in real time .
Amazon DSP is currently one of the leading companies in the use of this type of advertising, specifically CTV, but it is expected that throughout 2025, more and more brands will launch into it, taking into account its benefits.
Out of Home (OOH) Programmatic
Programmatic Out-Of-Home (OOH) is the automated buying and selling of outdoor advertising space, such as billboards, marquees or digital screens in shopping centres, transport stations or stadiums. It has been proven that, unlike traditional advertising, in this case it is possible to make a much more precise segmentation and schedule ads taking into account the location, time of day, weather conditions or other factors that may influence the audience.
If more and more companies are implementing this type of advertising, and it is expected to become a trend, it is because they have detected that when the target audience is reached at a specific time and situation, the impact is greater, which makes the campaign much more effective and, consequently, better results are achieved.