Connected TV: What it is and how it works
In the digital age, advertising has undergone a radical transformation, and Connected TV (CTV) has positioned itself as a key component in the...
In the dynamic digital advertising landscape, programmatic has emerged as a key pillar for marketing strategies. In Spain, the constant evolution of this discipline promises to continue to set the pace in 2025. The trends shaping the future of programmatic advertising in the Spanish market are crucial for those involved in the advertising ecosystem.
In this article, we will explore the key trends that will guide programmatic advertising campaigns in the coming year, uncovering the key factors that will define success.
TABLE OF CONTENTS
#1 Challenges of transparency in programmatic advertising
In the programmatic advertising space, and with the impending changes and challenges that lie ahead in the coming year, it is imperative that advertisers take an even more proactive and responsible role in the management of their media investments.
At Adsmurai, we advocate transparency, a philosophy that places us in a privileged position within the programmatic chain. We provide our clients with confidence, clarity and full control over our actions and the results achieved.
The recently published ANA study on the programmatic media supply chain is a rich source of valuable information and actionable proposals for advertisers. Some headline highlights include:
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The challenge for advertisers today is not what to do, but discerning where to start.
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It is estimated that there is around $22 billion available for advertisers to optimise costs and results.
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The alarming proliferation of MFA (Made for Advertising) publishers receiving large investments is a clear indication of the lack of control, opacity and inefficiency in campaign management.
One of the most compelling questions posed to advertisers in the research is: "To what extent are you satisfied with the level of transparency you are getting from your programmatic media investments? The results are worrying.
Over 50% of advertisers (54%) expressed feeling neutral or uncomfortable with the levels of transparency. There is an imbalance in the nature and quality of information held by the various parties to a transaction.
Unfortunately, when the buy/sell lines are drawn, the advertiser is left alone. It is they who perceive advertising as an expense (or, hopefully, a growth investment). For the other participants in the supply chain, that money simply represents revenue, and the goals and outcomes are not always aligned with the desires and decisions of the end customers.
#2 The rise of self-service
In recent years, we have witnessed the rapid expansion of possibilities in programmatic buying, embracing more flexible models where reactivity and real-time, performance-based optimisation take precedence. These innovations, now embedded in programmatic, have been made possible by the development of tools that empower advertisers to interact directly with technology, placements and data, creating what is known as "self-service ad tech".
This type of service, provided by some tools, has both advantages and disadvantages. While some argue that with "managed programmatic" it was easier to run campaigns, it also means less autonomy. Self-service is intricate and demands the presence of programmatic experts who understand the diverse environments and can adapt nimbly to new tools and technological developments that are evolving at an astonishing speed.
A debate is emerging among brands, contemplating the internalisation of programmatic in their teams through self-service tools. However, they face the challenge of bringing this process to levels of excellence comparable to those offered by agencies, where profiles with vast experience in the sector converge.
The ability of senior profiles to manoeuvre nimbly between programmatic buying tools will intensify in the coming years. In our unique environment, which is increasingly geared towards personalisation at all levels of strategy, this will only be feasible in ways in which the specialist has the power of decision making in his or her hands. Consequently, new generations of programmatic specialists will have to prepare themselves for this paradigm shift.
#3 Growth in Connected TV (CTV) and OTT advertising
Content consumption through streaming platforms is at an all-time high, significantly transforming the relationship between brands and audiences. The proliferation of connected devices, such as Smart TVs, streaming devices (Roku, Fire TV, Apple TV), and mobile apps, has led to the exponential growth of Connected TV (CTV) and Over-The-Top (OTT) advertising. These modalities represent one of the fastest growing areas in the digital advertising ecosystem, with multiple advantages for advertisers.
Growth drivers:
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Changes in consumer behaviour
The transition from traditional TV to streaming platforms has accelerated demand for on-demand content, with users seeking more personalised experiences and fewer ad interruptions.
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Expanding programmatic advertising inventory
CTV and OTT platforms are enabling programmatic access to their advertising inventory, allowing advertisers to buy space in real time and target specific segments.
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Advanced targeting options
CTV and OTT advertising combines the accuracy of digital data with the reach of television. Advertisers can target audiences with advanced targeting based on demographics, interests, behaviours and even content context.
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Enhanced measurement
Unlike traditional TV, CTV and OTT platforms offer detailed metrics that enable accurate measurement of campaign impact.
In short, CTV and OTT advertising is opening a new chapter, where the combination of massive reach and precise targeting translates into significant impact for brands.
#4 Transition from traditional outdoor campaigns to DOOH
The Out-of-Home (OOH) sector is rapidly evolving towards Digital Out-of-Home (DOOH) thanks to digitalisation and technological innovation. This transition combines the visibility and impact of traditional formats with the flexibility and adaptability of digital media, offering new opportunities for brands. Digital screens are progressively replacing traditional static media such as billboards and posters, enabling the dissemination of dynamic and personalised content that can be updated in real time.
DOOH also benefits from the integration of real-time data, allowing the creation of more relevant and adaptive campaigns. For example, advertising messages can automatically adjust according to foot traffic, weather conditions or even social media trends, maximising their effectiveness. In addition, unlike traditional outdoor advertising, DOOH provides accurate metrics to measure the impact of campaigns, such as estimated reach, interactions with interactive displays and attribution of visits to shops or websites, significantly improving analytics and optimisation capabilities.
The flexibility of DOOH lies not only in its ability to personalise messages in real time, but also in the ability to buy ad space through programmatic buying, facilitating more agile and strategic planning.
By combining digital capabilities with the scale of traditional OOH, DOOH is positioning itself as a key component of the advertising ecosystem, offering a more effective and memorable way to connect with audiences in an increasingly digitised environment.
#5 Advanced Artificial Intelligence and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) are transforming the advertising landscape, establishing themselves as the cornerstones of programmatic advertising. These technologies not only automate complex processes, but also enable advanced, real-time optimisation that redefines the relationship between brands and consumers. In this context, AI is positioned as the key driver for more effective campaigns tailored to the specific needs of audiences.
One of the main advantages of AI in advertising is its ability to deliver more accurate targeting. Through the analysis of large volumes of data, Machine Learning-based tools identify patterns of consumer behaviour, preferences and interests. This allows advertisers to target hyper-segmented audiences, which increases the relevance of messages and improves campaign results. In addition, Machine Learning can predict future behaviour by analysing interaction histories, making it easier to create proactive and personalised strategies.
Otra área donde la IA está marcando una diferencia significativa es en la optimización en tiempo real. Los algoritmos avanzados analizan constantemente el rendimiento de las campañas y ajustan automáticamente elementos como la distribución del presupuesto, las creatividades y los canales de difusión. Esto no solo maximiza la eficiencia, sino que también permite a las marcas reaccionar rápidamente ante cambios en el mercado o en las preferencias del público objetivo.
El uso de IA también está mejorando las capacidades de atribución y medición en la publicidad. Al integrar múltiples fuentes de datos, los sistemas de IA pueden rastrear y evaluar el impacto de cada punto de contacto en el recorrido del cliente, proporcionando una visión más completa del retorno de inversión (ROI) y permitiendo decisiones más informadas. Además, la automatización de tareas operativas, como la compra de medios y la gestión de campañas, libera tiempo para que los equipos se enfoquen en estrategias creativas y de alto nivel.
#6 Omni-channel orchestration and measurement platforms
Omni-channel is emerging as one of the most effective strategies in digital marketing, enabling brands to create cohesive and consistent experiences across all touch points with their audiences. In an environment where consumers interact with multiple platforms and devices, integrating campaigns across channels such as display, Connected TV (CTV), audio, social media and other digital formats has become a strategic priority.
The key to success in these strategies lies in brands' ability to unify inventory management and coordinate their advertising efforts through advanced programmatic buying platforms. These tools enable centralised planning, buying and optimisation of ads across multiple channels, ensuring that messages reach the right audience at the most relevant time and in the most relevant context. This approach not only improves operational efficiency, but also increases brand message consistency, strengthening the connection with consumers.
One of the key benefits of omni-channel merging is the ability to personalise the user experience throughout the shopping journey.
In this context, it is imperative to develop new tools that provide us with more information about the effects of marketing actions, allowing us to make more informed decisions. This is where Marketing Mix Modelling (MMM) can play a key role.
Marketing Mix Modelling or MMM is an advanced statistical methodology that, by analysing the relationship between the various levers of a business, resolves the uncertainties related to the impact of different marketing strategies, both online and offline, on a company's sales curve.
Exploring advances in programmatic advertising, transparency challenges, the evolution of advertising channels, and significant changes in the use of cookies reveals a dynamic and challenging landscape for marketers. We are entering a new era where attention to quality metrics and adaptation to new technologies are crucial.
In the face of these challenges, omni-channel solutions and advanced methodologies, such as Marketing Mix Modelling, are essential tools to understand and optimise the impact of marketing strategies. At Adsmurai, we are committed to leading this transformation, working hand-in-hand with our clients and partners to ensure that advertising strategies not only adapt, but thrive in this exciting new chapter of digital marketing. Together, we are poised to build a future where innovation, effectiveness and transparency drive our collective success.
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