Programmatic advertising started back in 1994—nearly 30 years ago. Over the years, we’ve helped countless contractors drive new leads, close more sales, and grow their business with powerful programmatic ads. Now, programmatic is set for a revolution.
Why? In 2023, the advertising landscape will continue to fragment, leading to an uptick in competition. But that’s not the only major change. Google’s official sunsetting of third-party cookies in 2024 raises real questions about the future of programmatic ads, with marketers scrambling to find new solutions.
What does that mean for your business? If you want to grow your home remodeling business in 2023 and beyond, you’ll need to test new strategies to maximize your performance. Here’s our 2023 programmatic advertising forecast to guide your home remodeling ad strategy into the new year.
The biggest programmatic trend of 2023? Advertising without third-party data. Google is officially sunsetting third-party cookies at the end of 2024, which means you’ll need to find some reliable workarounds this year to keep your programmatic campaign running smoothly.
Apple and Firefox blocked third-party cookies back in 2019, and we all sighed a breath of relief when Google postponed its termination until 2024. To prepare for dramatic changes in data, we’ve seen clients wrap up their current campaigns to experiment with new solutions before the official departure of third-party cookies.
What solutions can we expect in 2023? Consented, personally identifiable data will become more popular. After all, the demand for personalization is only growing, and the numbers back this up. While 91 percent of customers prefer brands that offer personalization, 83 percent of customers are willing to share data for a personalized experience.
Over the next year, we’ll see new solutions to collect customer data, including:
We’re living in a privacy-first digital age, and you need to adapt your strategy to acquire customers without relying on third-party cookies.
Remember: Your end goal is still the same. You want to screen homeowners by age, income, and other key information. Just like your average ad campaign, you need to serve personalized ads to homeowners that fit your target audience so you can be there when they need you.
More people started using their smartphones, laptops, and internet-connected TVs to consume content during the pandemic. But even after we loosened quarantine restrictions and adapted to the “new” normal, users haven’t stepped away from their TV sets.
We’ve already talked about the power of video. Now, over-the-top (OTT) and connected TV (CTV) are some of the fastest-growing video advertising platforms out there.
In 2023, we’ll continue to see immense growth in OTT and CTV. They might sound intimidating, but they’re amazing channels to generate new home remodeling leads. OTT refers to streaming services on the internet, while CTT refers to all television sets that can stream movies and videos over the internet.
According to AdWeek, CTV ad spending grew 57 percent from 2020 to 2021, and it’s safe to assume that spending will keep growing. New streaming providers are creating new opportunities to advertise your business. With the right strategy, you can ignite your visibility and spread the word about your brand to local homeowners.
Now, let’s toss in a significant increase in privacy regulations and concerns about kneecapping “traditional” digital ad channels. Your competitors are searching for places to stuff their ad budget, and they’re turning to CTV to fuel their next campaign. To gain an advantage, you need to set yourself apart and capture your audience’s attention with award-winning video marketing.
CTV might not have the best click-through rates, but that’s where mobile can save the day. With cross-device targeting, you can craft powerful branding campaigns to raise awareness. Then, you can retarget users who have seen your CTV ads on their mobile devices.
You already know how important personalization is. When you serve personalized ads to your target audience, you create one-of-a-kind experiences based on their unique interests. Where does relevance come into the picture?
In an ever-demanding consumer-driven market, you need to create consistent experiences for your leads. You need to follow them throughout their customer journey—from their very first touchpoint to conversion—with timely ads. That’s where relevance can be your MVP.
When you combine personalization with relevance, you’ll create timely experiences based on your leads’ current interests. At the end of the day, hyper-relevant ads can help you amplify your click-through rates, conversions, and ROI.
Let’s take geotargeting as an example. It serves ads to highly localized areas, so you can create hyper-relevant experiences without additional customer data. It places higher value on location, and it works so well that location often becomes a key factor in purchasing decisions.
This is only one factor that drives relevance. You can also retarget leads who have viewed specific renovation services on your website. For example, you can retarget people who have checked out your kitchen remodeling landing page to guide them through the sales funnel and stay top of mind.
Above all else, you need to deliver the right message, to the right person, at the right time. That means asking yourself whether your customer needs your services rather than identifying their interest. It’s a more complex task than personalization, but it’s well worth the time and effort.
The fifth generation of mobile networks (5G) is here. It’s 20-times faster than LTE (long-term evolution), with speeds reaching up to 20 GB/second.
What does that mean for your ad campaign? Bidding will happen in real-time at breakneck speed. But that’s not all. Instead of dealing with slow loading times and low-quality display ads, your audience can enjoy the full experience from your ads without missing a beat.
The transition from 4G to 5G is a huge step toward better user experience. Think about it: Faster loading time means higher ad resolution. At the same time, fewer people will use ad blockers to overcome slow loading times, translating to higher ad visibility.
You need to maximize your programmatic campaigns to take full advantage of the transition, and that means creating high-quality ads to dominate the competition. Before the new year comes, you should take some time to audit your website. Now that you’re serving quality ads to more people, you need a quick, mobile-friendly, professional website to drive home remodeling leads and close the deal.
In the age of multichannel advertising, cookies are becoming an outdated method—especially when people use different devices and multiple browsers. The good news? With omnichannel, you can break through the barriers and reach your target audience with impactful ads on every channel.
But what exactly is omnichannel marketing, and how does it differ from multichannel? Both involve engaging customers across multiple platforms, but they’re not the same thing. While multichannel focuses on a single channel, omnichannel follows customers throughout their journey—no matter what devices, browsers, or channels that journey might involve.
Omnichannel creates a seamless experience for your leads, providing valuable opportunities to build relationships and drive interactions. After all, home renovations aren’t cheap. Your leads are making a major investment, and you need to pique their interest with multiple touchpoints to show them you’re the best contractor for the job.
Plus, you can learn more about your target audience by tracking them across multiple channels. By leveraging customer data, you can forecast consumer behavior and serve compelling ads to prime leads for conversion.
Even though it’s been around for nearly three decades, programmatic is still a relatively new marketing channel. It’s constantly evolving, and contractors are still unlocking the amazing potential of programmatic.
The secret to successful programmatic advertising? Don’t let yourself end up at the back of the pack with an outdated strategy. If you’re not tracking your results and updating your ads, you’ll end up wasting hard-earned ad spend with ineffective campaigns.
When you’re ready to brainstorm your 2023 strategy, we’re here to help. Reach out to our team to ignite your home remodeling marketing strategy with refined targeting, purposeful display ads, and impactful copy.
