3 programmatic channels to supercharge audience engagement

Digital advertising revenue will surpass $700 billion by 2025, according to Statista. This growing investment in digital marketing means marketers today need to monitor the pulse of digital trends, and the best way to stand out from the crowd is to take advantage of new opportunities for creativity and innovation. 

To effectively reach intended audiences, advertisers can tap into emerging programmatic channels like programmatic audio, digital out-of-home (DOOH) advertising and in-game advertising. Let’s examine the opportunities in each:

1. Reach listeners in screen-free moments with programmatic audio.

Digital audio consumption is becoming mainstream. In 2022, 67% of Americans listened to digital audio, a 5% increase year-over-year. With programmatic audio, advertisers can reach this audience as they tune into playlists, podcasts, audiobooks and music. 

The audience tuning into digital audio is affluent: Buzzsprout found that over 66% of podcast listeners have university level education, are employed and earn a household income above $75,000 per year. The employment status and financial stability of these listeners make them well-positioned for prospecting through audio ads.

The demographic of the audio audience isn’t the only benefit of this programmatic channel. Unlike other programmatic ad formats, audio doesn’t rely on visual engagement. Because of this, digital audio reaches consumers in an immersive way that visual advertising cannot. 

Targeting on programmatic audio is very similar to channels that advertisers may already be familiar with. With programmatic audio, advertisers can use the same audience targeting parameters from their native or display campaigns. 

2. Inspire consumers in public spaces with digital out-of-home advertising.

Digital out-of-home ads are found in public spaces like an airport, on a highway or in a mall. DOOH campaigns can be run on a variety of formats and sizes, and in various public environments. 

There are many benefits to DOOH advertising. This channel automates the buying and delivery of ads, so campaigns can be managed through an advertiser’s programmatic platform. And DOOH is not subject to privacy regulations because it doesn’t use or collect cookies.

One of this channel’s most exciting benefits is that it can engage audiences in new ways. For example, DOOH ads can include interactive elements. An ad can entertain audiences with games or share helpful information. This is particularly effective in public spaces where audiences may be bored, such as at an airport. As a result, DOOH ads have the potential to build brand relationships with audiences in moments when they’re looking for entertainment.

With DOOH, advertisers can reach audiences out in the real world. These ads are an effective programmatic channel for engaging people in public spaces, and driving brand awareness. It has the potential to drive increased performance, particularly when DOOH is leveraged as part of a multichannel strategy.

3. Tap into influential audiences with in-game advertising.

In 2023, it’s predicted that there will be 3.07 billion video game players worldwide, a 5.6% year-on-year growth forecast and growing adoption of gaming. Gamers today are not a niche demographic, but are nearly synonymous with everyday consumers. This means it’s time for marketers to consider video games as a channel for advertising. 

In-game advertising is a programmatic channel that enables ads to appear in mobile, computer and video games. In-game ads are typically display and video ads which are seamlessly integrated, so they don’t interrupt gameplay. Because gaming is an emerging programmatic channel, advertisers have the unique opportunity to experiment with new strategies to reach engaged audiences. 

A 2021 study showed that 55% of U.S gamers identified as male and 45% identified as female, and while gamers are found across most generations the bulk of them are ages 18 to 34. Another study found that those who game several hours a week have two times more disposable income than non-gamers, which shows the impactful spending power of this audience. 

The in-game audience is broad and made up of a diverse set of demographics. Marketers can leverage this growing channel to reach engaged, focused users to build brand awareness and loyalty.  

Add these rising programmatic channels to your digital strategy. One of the greatest benefits of programmatic advertising is that it gives advertisers the ability to create a cohesive experience across multiple channels. For the best results, include emerging channels like programmatic audio, DOOH and in-game advertising as part of a multichannel strategy.