These 2024 trends will have a significant impact in the near future:
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Short, Snappy Videos Like on TikTok: Advertisements should cater to users who want to consume quick, modern, and brief videos. This will help maintain their attention, as the so-called attention span is shrinking every year.
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Key Word for 2024 = Authenticity: People can better relate to ads that feel authentic, open, and don’t aggressively push discounts or sales. A great example of this are UGC (User-generated content) videos, which gained significant traction on social media last year. RTB platforms need to adapt to this trend.
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Shift of Streaming Platforms to Subscription-Based Models with Ads
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Interactive Video Ads with Social Media Feeds
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Greater Emphasis on Omnichannel: The integration of advertising across apps, audio (e.g., Spotify, YouTube Audio), cTV (Connected TVs), and DOOH (Digital Out-Of-Home).
What are the trends in programmatic advertising in 2025 on the Czech market?
Programmatic advertising continues to grow as an important part of digital marketing. Specific factors of our market, such as smaller audience sizes, higher shares of regional advertising, and the growing influence of local media groups, shape the form and impact of programmatic ads.
What can advertisers expect in the near future? Here’s an overview of the most important trends that will shape RTB campaigns throughout 2025 and beyond.
Cookie-Free Advertising: New Targeting Methods
Third-party cookies, which have long been the backbone of digital advertising targeting, are slowly disappearing from the online world. Google and Apple are implementing changes that limit the use of third-party cookies. RTB platforms must adapt to this. How will this shift affect the Czech market?
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Universal Identities: New systems like the Czech AD ID for our market or UID 2.0 abroad are connecting data in a more secure and anonymous way.
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Contextual Targeting: Instead of tracking users, ads are displayed based on the content of the page they’re on. How does it work?
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For example, the RTB platform Teads has already been transitioning to complete cookie-free targeting.
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Another platform, Hybrid, also offers an alternative for systems like DV360 and Adform. Teads and Hybrid can generate higher CTR (Click-through Rate) thanks to well-targeted contextual ads, supported by AI.
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Contextual targeting can also be used on platforms like DV360, Adform, or even Google Ads or Sklik, which are currently commonly used. However, this type of targeting often performs worse than third-party cookie-based targeting.
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For advertisers, this means finding ways to make the most of their own data and transitioning to cookie-independent methods. It’s possible that the overall effectiveness of ad campaigns will decrease due to the loss of third-party cookies.
Source: Google
Growth of Connected TV and Programmatic Video
Connected TV (cTV) – smart TVs and streaming services supporting ads – are becoming the new advertising trend. This segment holds immense potential in the Czech market, especially due to the popularity of local platforms like Voyo, iPrima, and Seznam.cz TV. A new addition in 2024 is TivioTV from DVTV, now available in Slovakia as well.
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Interactivity: cTV ads offer the ability for viewer engagement – for example, through QR codes or immediate redirects to local e-shops.
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Performance: Video ads on cTV are highly visible, making them ideal for building brand awareness and promoting events in the middle stages of the conversion funnel.
Source: Prima Media Club
Artificial Intelligence and Automation
AI is the driving force behind modern RTB. By 2025, it won’t just be about optimizing bid prices (e.g., CPM): AI will play a key role in creating and targeting creatives.
We have been using AI in our Proficio RTB team for a long time. For example, we use bidding algorithms on the DV360 platform, work with AI-supported campaigns like Demand Gen (now not only on Google Ads but also on DV360), and leverage AI for reporting important KPIs from DV360, creating new ideas, texts, and creatives, gathering audience insights, and fulfilling other highly specific requirements. For this, we also use tools like Chat GPT.
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Generative AI: Creating custom ads for users in real time, considering local language and cultural specifics.
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Predictive Models: More accurate campaign success predictions and budget optimizations, considering seasonal factors typical for the Czech market.
Transparency and Sustainability
Clients now expect more control over where their ads appear and the impact of their marketing. This demand is even more pronounced in the Czech market, where budgets are often limited.
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Brand Safety: Tools like DoubleVerify ensure that ads appear in safe environments and help protect brands even in local contexts.
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Green Advertising: RTB systems are focusing on minimizing the carbon footprint, which can be a competitive advantage when reaching an eco-conscious audience.
Retail Media Networks (RMN)
Retailers such as Alza, Allegro, and local hypermarkets are building their own platforms that enable advertisers to target customers directly at the point of sale. These platforms use data about shopping habits to achieve maximum relevance for ads.
What Does This Mean for Your Marketing?
The future of RTB in the Czech market will be about technology, but also about greater transparency and a responsible approach from experienced RTB specialists.
Do you want to take your campaigns to the next level? Now is the perfect time to think about how to best leverage new RTB possibilities tailored to your specifics.
We’d be happy to help!
It’s important to realize that campaign planning needs to be approached holistically. Our strategic team will help you put together a relevant media plan, which is the cornerstone of long-term and successful brand growth. Let us help you navigate this complex but fascinating world of advertising!
