6 Trends Shaping the Future of Digital Advertising Sales for Ad Ops

1. Digital Video Ad Spend Continues to Soar

Video and programmatic’s share of the TV market will continue to grow. It is predicted that video ad spend will rise to $13.43 billion, constituting for nearly two-thirds of non-social display ad spend. Video will remain the most powerful advertising medium of 2019 and will continue to rise through 2020.

2. Digital Out-Of-Home Domination

Brand advertisers and ad agencies have been moving their budgets online, spending money on programmatic advertising including display, native, video, and mobile due to advertising opportunities and technological advancements.
The domination of online media spend is about to change thanks to digital out-of-home (DOOH), which empowers billboards with ad technology targeting capabilities including geofencing, tracking, retargeting, personalization, attribution, and measurement.

3. Increased Programmatic Mobile Ad Spend

Mobile programmatic advertising is transforming the way buyers and sellers offer advertising in mobile format and is one of the fastest growing areas in the world for marketing. The automation of buying digital ad sales within ad exchanges and inventories is at the heart of mobile advertising. With a number of variations to this basic concept, display, search and rich media are the formats driving mobile ad spend now and will continue in the coming years.

  • Geo-location data
  • User data on their browsing habits
  • User activity across social media platforms
  • The use of mobile identifiers, which allows for greater retargeting, allows advertisers to build long-term brand identification and improved impressions

4. Artificial Intelligence Powered Digital Ad Sales

Artificial intelligence (AI) has been playing a role in a number of technology-centered industries with a dynamic market structure such as retail companies, hotels, and airlines. Therefore, it is no surprise that AI is on the rise in ad sales management.

  • Be more predictive
  • Deliver more personalized customer experiences
  • Automate repetitive and time-consuming processes.

5. In-House Digital Ad Operations

In an effort to have greater control over user data and ad placement, it is expected that more companies will continue to move their ad operations in-house in 2019, including paid, display, social and digital media buying. This forces agencies to rethink how to improve their relationship with advertisers and publishers.

6. Digital Transformation

Digital transformation is a “hot topic” in 2019, and a buzzword which businesses are taking very seriously for their strategy.

  • More than 44% of organizations have begun implementing a digital-first approach to business strategy, operations, and customer engagement
  • Only 7% of companies are fully implementing their digital-first approach
  • Digital activities drive 62% of the company’s revenue
  • Online classifieds is their largest revenue generator and is set to grow between 15% to 20% in 2019

Digital Advertising Sales: What Does the Future Hold?

Advertising operations are constantly changing due to evolving business structures, progressive supply chain management, and technological advancements.



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