How to take advantage of the latest programmatic marketing trends
Programmatic marketing is changing. The elimination of third-party cookies and the prioritization of consumer privacy mean that marketers now face the daunting task of finding new ways to reach customers in meaningful and relevant ways.
However, auto insurance marketers have an opportunity to embrace the next wave of programmatic marketing trends. Going forward, programmatic advertising will continue to be an effective marketing method — and if you get ahead of change, you can reap its benefits.
Top programmatic trends
Contextual marketing channels show no signs of slowing down, but venturing into these emerging areas presents new tactical challenges. Arity marketing solutions equip you to strategize and structure your organization to meet these challenges head on.
Specifically, here are four programmatic marketing trends you can leverage to stay ahead of change.
- Targeting without cookies
Many advertisers are directing additional spend toward programmatic advertising as the era of the third-party cookie comes to a close.
You can build meaningful connections with customers by embracing contextual data in programmatic campaigns. With the Arity Private Marketplace, you’ll no longer have to rely on cross-device identifiers to reach customers at scale with relevant ads.
- Increased connected TV (CTV) and programmatic audio marketing
Programmatic’s penetration of the CTV arena is expected to surpass 78% by 2023. Programmatic audio is also rapidly growing in relevance, giving you the ability to reach highly targetable and mobile audiences in the absence of screens.
Using Arity Audiences, you can identify and reach segments of drivers on both connected TV and programmatic audio, targeting them based on how, when, and where they drive, to help you connect with higher value customers.
- Ethical advertising
Generalization isn’t a reliable risk assessment strategy and insurance marketers are beginning to move away from using proxy factors that have proven largely ineffective for predicting driving risk.
Instead of developing driving risk profiles based on sweeping assumptions, Arity marketing solutions help you reach people based on how they actually drive — not proxies like credit score or zip code.
- Expanded digital OOH
Digital out-of-home is on the rise as advertisers look to target consumers who are once again on the go. This increase in digital advertising represents a great opportunity for programmatic. Digital OOH ads can’t be disabled by ad blockers, are non-invasive, and are primed for contextual targeted marketing.
As digital OOH advertising grows, Arity is uniquely positioned to help you understand and target drivers with digital OOH ads, promoting greater accuracy. You can build your targeting strategy based on when and where your ideal customers drive.
Own programmatic shifts with Arity
With Arity Audiences and the Arity Private Marketplace, you can optimize your programmatic marketing spend by delivering offers to customers who better match your driving risk profile. The result? You can contextually target drivers after they opt-in, prioritizing privacy while maximizing engagement and conversion.
Learn more about our data-driven solutions for programmatic marketers.