The future of Adtech is likely to see continued growth and innovation in 2023, with the use of data and technology playing a significant role in helping to target specific audiences and measure campaign effectiveness overall. Additionally, the increased use of mobile devices and improved technologies are expected to drive growth in the digital advertising market. Here are a few specific talking points I believe will shape the Adtech landscape this year:
Growth of in-gaming advertising
There are around 2.5 billion gamers worldwide and this is predicted to reach 3.5 billion by end of 2023. The GCC is a rapidly growing market for gaming, with Saudi Arabia leading the way. Mobile gaming is becoming more popular thanks to its accessibility, allowing more people to play at a time of their convenience, and offering an opportunity for advertisers to reach a broader audience. Furthermore, the data generated by games also allows advertisers to better target and personalize ads to specific segments of gamers based on their behavior, preferences, and demographics. Advances in technology now allow for more seamless integration of ads into the gaming experience, so it becomes almost part of the game itself. Brands have a highly captive and engaged audience in ‘gamers’, so ensuring that ads are tailored and non-disruptive is key, utilizing the right data to serve ads programmatically.
Increased focus on data privacy
Most countries are implementing or planning to implement data privacy regulations similar to the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to protect the personal data of individuals. With this in mind, our focus in the region should remain on obtaining first-party data and complying with regulations. We should continue to utilize technologies that provide data-driven solutions for the advertising industry, such as exploring blockchain technology. Such platforms allow collaboration between advertisers, publishers, and agencies to manage their data and advertising campaigns more efficiently by using smart contracts and decentralized ledgers.
Better data-driven advertising
Advertisers are expected to become more focused on using first-party data to better target and personalize their campaigns in preparation for the post-cookie landscape. The advancement of technology that allows the processing, analyzing, and interpretation of large amounts of data, along with the use of Machine learning and AI, will help advertisers analyze data more quickly, accurately, and at a lower cost than ever before. Hence we will see more use of real-time data to make more informed decisions and react faster to market changes. This will also get more investment in predictive analytics tools and technologies.
Adoption of AI and Machine Learning
Companies in The GCC will increasingly adopt Artificial Intelligence and Machine Learning to improve their targeting and personalization capabilities. Additionally, the use of AI and Machine Learning can help automate many of the manual tasks involved in programmatic advertising, such as bid optimization and ad placement, which can save time and resources. Most importantly, the ability to analyze large amounts of data can provide valuable insights into consumer behavior and preferences, which can then be used to improve ad targeting and messaging. This can lead to more efficient and effective campaigns, better ROI, and increased customer engagement.
Rise of programmatic DOOH
The development of programmatic platforms and the ability to connect digital billboards to the internet has made programmatic DOOH advertising not only possible but a key differentiating factor for brands looking to reach their audiences. The growth in the number of digital billboards, kiosks, and other forms of DOOH media available in the region, and investment by brands and agencies in DOOH advertising, will give rise to a more buoyant Programmatic DOOH market I believe. Already we are seeing more regions activating programmatic capabilities with the right partnership. It is so important to choose the right platform that can handle the buying and selling of DOOH inventory, target the right audience and provide accurate measurement of ad performance.