3 Priority Channels Digital Advertisers Should Have On Top of Mind in 2023

Amidst the economic downturn, discover the channels that should be on top of digital advertisers’ minds for 2023.

December 14, 2022

Deke Hooper, CEO and co-founder of diDNA, shares, amidst the economic downturn and limited budgets, digital advertisers looking for growth in the coming year must ensure they reach consumers at every crucial digital touchpoint with effective ads to drive revenues and ROI. In such a scenario, here are a few channels advertisers should have on the top of their minds for the year 2023.

In the wake of an economic downturn, digital advertisers will need to ensure that all of their bases are covered in 2023 and beyond. As the digital media landscape becomes increasingly fragmented, digital advertisers will need to strengthen their omnichannel strategies to reach consumers at every digital touchpoint with effective ads that drive revenue and ROI. 

In such a scenario, here are the digital channels advertisers should keep on top of their minds as they aim for growth in 2023.

The Ability To Reach Consumers via Mobile Apps Is Virtually Unimpeded

A recent studyOpens a new window by data.ai shows that the average person spends 4.8 hours a day on their phones. Further, overall, 2.8 trillion hours were spent using mobile apps in 2021. As consumers become more digitally reliant, mobile phones, specifically apps, will continue to power the interests and needs of consumers from entertainment, communication, ecommerce and even the more mundane aspects of life, such as bill payments. Further, apps allow desired messaging to reach target audiences through other smart devices such as tablets and smartwatches. The continued explosion of the mobile app industry presents a number of opportunities for digital advertisers to harness mobile data and publisher inventory to reach target audiences in meaningful ways at opportune times. And newer programmatic capabilities enable digital advertisers to sharpen their strategies.

See More: Why Podcast Advertising Should be a Part of Your Marketing Strategy

There has never been a more exciting time for in-app advertising. According to the above study, mobile ad spending is on track to reach $350 billion by the end of 2022. Much of this ad spend is due to digital advertisers’ continued investment in mobile app programmatic advertising. By working with app publishers, digital advertisers can refine audience segmentation and targeting to reach users with highly customized messaging along the customer journey. 

Leveraging data from mobile app publishers, digital advertisers can attain in-depth consumer behavior insights through geolocation data and tracked activity across devices. Armed with this knowledge, digital advertisers can further refine their targeting strategies in real-time to increase sales conversion rates as well as brand awareness. In-app advertising is undergoing a shake-up right now, and its potential to power app monetization strategy is limitless.  

Digital Audio Allows Advertisers to Align with Highly Engaged and Niche Audiences

As the modern consumer becomes more reliant on mobile devices for entertainment and news, it comes as no surprise that audio is rising in popularity. By the end of 2021, there were 121.9 million paid digital audio subscribersOpens a new window in the U.S., according to eMarketer. And that number is expected to rise exponentially. Due to the increased popularity of podcasts and streaming music platforms, digital advertisers can optimize digital touchpoints in an audio publisher’s property even when audiences are not actively engaged with their screens. 

Right now, most audio advertising is a direct buy. With the recent re-launch of Google’s programmatic audio advertising platform, programmatic audio advertising will increase in popularity across the open web.

Using ad auction processes, digital advertisers can target audiences in real-time with audio advertisements specifically designed for placements in podcasts, digital radio, music-streaming and even CTV. Digital audio formats allow advertisers to reach niche audiences strategically during an audio experience. Additionally, digital advertisers can amplify messaging by accompanying in-audio programmatic ads with display advertising that will run on the audio publisher’s website or app. 

Digital Advertisers Need To Upgrade Their Ad Experiences With Contextual Targeting

One of the biggest questions digital advertisers are struggling to answer is how much they should value leveraging cookies, given Google’s announcement about its plans to delay cookie deprecation. Even with the delay, digital-first marketers will continue to prioritize alternative data sets, as a recent study by Statista shows that about 42.2% of usersOpens a new window continuously reject cookie consent banners. 

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Contextual data and contextual targeting will continue to increase in importance as the digital advertising industry continues to move away from the cookie. With the rising concern around privacy regulations, digital advertisers will become more reliant on partnerships with publishers that can provide rich first-party data throughout a user’s search journey. Using these insights, digital advertisers can increase conversion rates by aligning their ads in real-time with engaging content to a target audience. By providing relevant messaging that correlates with an end user’s demonstrated interests, digital advertisers can create a more valuable user experience while driving incremental revenue gain. 

Successful Ad Campaigns Will Require Continued Collaboration Between Digital Advertisers and Publishers

“One size fits all” is no longer the right approach to digital advertising across a dynamic and fragmented digital landscape. Variances in formats, devices, content, and more have made it a requirement to analyze every digital touchpoint for revenue opportunities critically. To optimize each opportunity, digital advertisers and publishers must collaborate to provide end-users with the most effective ad experiences. Through this symbiotic relationship, digital advertisers and publishers can ultimately drive ROI and continued innovation within the digital advertising industry.

What digital channels are you prioritizing as you aim for growth in the coming year? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .

Image Source: Shutterstock

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Deke Hooper
Deke Hooper

Chief Executive Officer, diDNA

Deke Hooper is Chief Executive Officer at diDNA, an ad tech solution for the publisher ecosystem and evolving programmatic landscape. A passionate innovator and visionary with decades of experience in server infrastructure, video production, and web management, Deke leads a team of multimedia, publishing and web technology experts. Deke spearheads all company initiatives with a singular focus for driving and innovating publisher technologies. Deke is also committed to the evolution of the programmatic ecosystem for mutual benefit of all parties. He’s an active participant in multiple ad tech communities such as Prebid and IAB Tech lab.
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