The document presents key trends shaping programmatic advertising, highlighting ten critical areas such as identity, integrated video, artificial intelligence, and the growth of e-commerce. It discusses the evolution of these trends from 2021 to the future, emphasizing the impact of digital media on consumer behavior and advertising strategies. Additionally, it covers the significance of gaming, omni-channel marketing, and evolving metrics for measuring success in the programmatic landscape.

1. Stu Richards, Programmatic Lead, Catalyst
Meghan Lavin, Director of Marketing, Catalyst
10 TRENDS CHANGING
PROGRAMMATIC
1

2. 2
https://events.bizzabo.com/300469
THIS PRESENTATION ORIGINALLY
AIRED AS A WEBINAR. THE
RECORDING IS AVAILABLE HERE:

3. Your Speakers
3
MODERATOR SPEAKER
Meghan Lavin
Director of Marketing
Catalyst
Stu Richards
Programmatic Lead
Catalyst

4. 4
CatalystDigital.com
Organic Search | Paid Search | Paid Social
Programmatic | Ecommerce & Retail Media

5. Platform Instructions
5
Unable to use the Q&A feature? Email Info@CatalystDigital.com for assistance.
Click the Q&A icon in the
upper right-hand corner of the
screen.
Enter content or
platform questions in
the Q&A window.
You may enter your
question anonymously
or name yourself.
We’ll publish content
questions valuable to
the broader audience.

6. Agenda
6
Present Trends
1
2
Identity
Integrated Video
3 Artificial Intelligence
4 Commerce
5 Omni-Channel
6
7
Gaming
Results & KPIs
8 OOH Goes Digital
9 Creative
10 Emerging Channels
10 Trends Changing Programmatic
Future Trends

7. IDENTITY
7
1

8. Identity in 2021
8

9. Identity in the Future
9

10. INTEGRATED
VIDEO
10
2

11. Video in 2021
11

12. Video in the Future
12

13. 13
ARTIFICIAL
INTELLIGENCE
3

14. AI in 2021: Test & Learn
14
HUMAN
Test a hypothesis and learn
DSP
Lock in on best performance
CUSTOM AI
Find granular value of each
opportunity in real time
Test and learn quickly without cutting out opportunities

15. AI in the Future
15

16. 16
COMMERCE
4

17. Ecommerce in 2020
17
79% 155% 63%
https://www.digitalcommerce360.com/2020/11/17/walmarts-ecommerce-sales-jump-79-in-fiscal-q3/
https://corporate.target.com/article/2020/11/q3-2020-earnings
https://www.catalystdigital.com/original-research-the-state-of-ecommerce-2021/
Increase in U.S.
ecommerce sales in Q3
Increase in digital sales
in Q3 2020
of Instacart users report
they’ll use the platform
more in the future

18. Commerce in 2021
18
ECOMMERCE
IN-STORE
SHOPPER/TRADE
RETAIL
COMMERCE

19. Commerce in the Future
19

20. 20
OMNI-CHANNEL
5

21. Omni-channel in 2021
21
Waiting
for transit
At work
Commute
At the gym
Taking the
bus home
Enjoying
TV time
Trying a
new recipe
more people are playing games on mobile
84%
increase in time spent on CTV per day
33.8%
of consumers like using chatbots
to interact with businesses
62%
of marketers plan to increase investment
in programmatic audio
60%
15%
increase in time spent on digital media
across the board

22. Omni-channel in the Future
22

23. 23
GAMING
6

24. Gaming in 2021
24
gamers globally
2.7 BILLION
of the world population
35.5%
of internet users in US play digital games once per month
60%
people will watch esports in 2023
646M
3 out of 4 people in the US played video games in 2020
244M
GAMERS
ARE NOT
JUST MEN 54%
46%
3X SPEND ON MUSIC AND MOVIES COMBINED​
IT WILL BLOW YOUR MIND
$159
Billion
GLOBAL GAMING REVENUE
$20
Billion
$42
Billion
MUSIC
INDUSTRY
GLOBAL
BOX OFFICE
$3,025,900
2019 FORTNITE WORLD CHAMPION
Kyle Giersdorf
$2,983,748
$2,700,000
$2,070,000
2019 WIMBLEDON | Novak Djokovic
2019 INDY 500 | Simon Pagenaud
2019 MASTERS | Tiger Woods
2019
SUPERBOWL
2018 LEAGUE OF
LEGENDS FINALS
107 million viewers 99.6 million viewers
Players 18-34 spend more time on games than social media or TV

25. Gaming in the Future
25
This image isn’t an illustration of the future. It’s from 2019
League of Legends World Championship Finals drew an
average minute audience of 21.8 million viewers globally.

26. 26
RESULTS &
KPIS
7

27. Media KPIs in 2021
27
TRANSFORM
E.g. CPL, CPCV
Advanced,
multi-metric,
performance,
e-commerce.
E.g. ROAS, SES
Advanced,
multi-metric,
tie in offline data.
E.g. foot traffic,
sales lift
SAVE
GROW
E.g. CTR, CPM
‘Custom Outcome
Indicators’ (COI).
E.g. ‘deposits per
marketing dollar’,
‘purchase intent’, ‘total
revenue per available
seat mile’.
DEGREE OF COMPLEXITY
VALUE
SIMPLE
METRICS
EFFICIENCY
METRICS
DIGITAL
KPIS
INTEGRATED
KPIS
CUSTOM
KPIS

28. Media KPIs in 10 Years
28
REALTIME
All marketing
optimized
to true business
outcomes

29. 29
OOH GOES
DIGITAL
8

30. Digital Out of Home in 2021
30
Digital Out of Home in 2021
30

31. OOH in 10 Years
31 Source: https://www.kbvresearch.com/flat-panel-display-market/

32. 32
CREATIVE
9

33. Creative in the Future
33

34. 34
EMERGING
CHANNELS
10

35. 35 Source: https://www.statista.com/statistics/471264/iot-number-
of-connected-devices-worldwide/
IOT XR COLLABORATION XR WORLDS
New consumer experiences, new advertising opportunities

36. In Summary
36
1
2
Identity
Integrated Video
3 Artificial Intelligence
4 Commerce
5 Omni-Channel
6
7
Gaming
Results & KPIs
8 OOH Goes Digital
9 Creative
10 Emerging Channels
10 Trends Changing Programmatic

37. More Resources
37
Podcast: Thriving in a Cookieless Future
Catalyst’s Stu Richards and Xaxis’ Nishant Desai join
Salsify’s Rob Gonzalez and Peter Crosby to share strategies
for thriving in the cookieless world.
www.DigitalShelfInstitute.org/podcast-unpacking-the-
digital-shelf
Whitepaper: The State of Ecommerce 2021
Catalyst and Kantar’s original ecommerce research to
fuel your omnichannel commerce strategy in 2021.
StateOfEcomm2021.com

38. CatalystDigital.com
Info@CatalystDigital.com
THANK YOU!
38