By tom.alexander.pk4@gmail.com (Tom Alexander)

Emerging technologies always encourage scrutiny and critical analysis, and ad tech is no different.

This discipline has been around for a few years, but it’s only recently caught the attention of savvy ad tech agencies. In the era of big data, they’ve recognized having ad tech company relationships makes them more powerful and attractive to clients.

The age of social media has forced agencies to investigate innovative ways to interact with relevant users, rather than relying on typical broadcast or digital media buys. And the advantages for agencies investing in ad tech are plentiful. Global advertising is forecast to recover to 10.4% growth, reflecting a total spend of $634 billion

But there’s still one issue: many young ad agencies are still trying to figure out what exactly ad tech is — and how they can best use it to their advantage.

If you’ve ever scratched your head at the terms “programmatic” or “omnichannel,” you’ve likely already heard a little about what ad tech does (though you may not have even realized it). Programmatic advertising, for instance, buys target audiences instead of time slots: Think about buying ad space that reaches a particular demographic wherever it is instead of buying a prime time TV spot and hoping the right people are watching.

Omnichannel marketing reaches target consumers across all channels — mobile, video, desktop, and more — within the context of how they’ve interacted with a brand (those first seeing an ad will receive a different message from those who have engaged with that brand a number of times). Omnichannel and programmatic aren’t the only two tools within ad tech, but they are two of the most revolutionary.

That said, ad tech is designed to help advertisers make better use of their budgets. Ad tech methodologies deliver the right content at the right time to the right consumers, so there’s less wasteful spending.

Today, ad tech methods supported by influential data allow agencies to make wiser placements that effectively position advertisements when and where they are needed most. This helps reduce wasted efforts and gets ads to users at critical touchpoints, meaning it’s helpful for both brands and consumers.

Instead of the standard sort of placement buys, ad agencies can integrate their ads using high-level data and technology. It’s a logical next step toward seamless integration and high-impact, value-added placements. And it’s redefining how agency planning and strategy teams look at media.

The Benefits of Advertising Technology (AdTech)

Ad tech has plenty of moving parts, which means there are countless opportunities for agencies to set themselves apart. The diversity of ad tech data allows for more granular and relevant targeting and integration. It also necessitates leaning upon trusted ad tech solutions and platforms to get the most out of every ad campaign.

One major effect for agencies and their clients is a noticeable improvement in prospect interactions. Thanks to ad tech, brands can now connect all advertising channels. This means saying goodbye to clunky, unnatural advertising that irritates users …read more

Source:: HubSpot Blog