What’s Next for Display Advertising?

For display advertising, 2019 was a tumultuous year. From third-party cookies’ restrictions and advertising innovations, such as digital out of home (DOOH) and connected television (CTV), advertisers are forced to shift their gears when it comes to reaching their audiences better. As such, many are questioning – where is digital advertising headed to this 2020?

Like any disruptive technology, there is a need for digital advertising to continuously innovate. If digital advertising can embrace these changes with a positive stance, then it is highly likely for the industry to effect a creative resurgence similar to what it did from 25 years ago with the first banner ad.


Current Challenges in the Display Advertising Industry


One of the main challenges that display advertising has to overcome is the stigma associated with it. For some, this form of advertising is something that wouldn’t work in this day and age when consumers give high importance to relevance and context. In December 2018, over 185 million consumers went online. Unfortunately, less than half of the brands were able to utilize the power of display ads in terms of providing customized experiences and relevant information, which significantly affected ad revenues of even the big players in the industry.


Closing the Gap


But all is not lost for display advertising. Many advertising experts are excited about how display advertising would innovate. So, what can organizations do to close this gap?


Exploit Automation

Don’t commit the mistake of using generic banner ads. If you do, you’re choosing death for your brand. Remember, as much as 54 percent of consumers expect brands to provide them with tailor-fit in-app advertising based on their past buying journey. For organizations, this means that their marketers should focus on delivering contextual ads. For example, a brand can turn to mobile game monetization by accepting in-app advertisements based on the consumer’s previous behavior. With tons of consumer data to sift through, organizations must use the power of automation to their advantage. Another way to do this is timing push notifications when the user is likely to open an application based on their usage history.


Invest in Creativity

While automation can make your job manageable, it can never replace creativity. Advertisers should invest their resources in developing creative ad concepts that aim to make consumers take affirmative action towards your brand. One of the techniques positively received by consumers is responsive display advertisements (RDA), which automatically adjusts to different ad placements. Why? Because RDAs adapt to user behavior by dynamically using appropriate creatives for multiple screen sizes and devices, thus making it more appealing. This display ad format allows the leveraging of creative exploits while ensuring the timely delivery of relevant messages to their target audience.


Keep Innovating

Innovation is key to surviving in the advertising world. For display advertising to remain relevant in the next years, marketers should keep on searching for new advancements that can allow them to reach their target market. For example, investing in programmatic advertising which relies on outcome-based bidding would bring in more positive results. At present, there is notable progress in the use of animation and audio-visual interactive technology for mobile advertising. Similarly, there is an increasing application of Dynamic Creative Optimization that allows advertisers to craft ads based on obtained user data.


The Future of Display Advertising


For now, display ads would remain relevant because more and more ad agencies are embracing the idea of moving away from traditional strategies. Recent advancements have made it easier for advertisers to reach their audience. Many advertisers are now shifting to programmatic advertising to offer a more personal level of targeting. The key is getting the right message heard by the right people.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.