What is it?
Programmatic media technology has changed the way that businesses buy display advertising – from space and demographics, to highly targeted prospects at scale.
This relatively new approach allows marketers to pinpoint buyers and is allowing marketers to adapt their marketing approach, creating more tailored ads to suit particular targets instead of a blanket approach.
Three key things about programmatic
Programmatic allows marketers to focus only on the relevant users rather than just on a handful of sites which they hope their target audience visit.
It allows clients to really create brand uplift because it allows higher levels of messaging to the right target audience - engaging with the user as they spend their lives across a variety of sites.
Clients see greater impact from spend. Overall performance is better – both at the front-end (in terms of clicks) and when the user engages with the brand (lands on the site or the campaign landing pages).
PROGRAMMATIC HAS grown QUICKLY since 201X
Programmatic advertising in 2014 was worth just under £1 billion, growing by 17% compared to the previous year (IAB).
Programmatic now makes up two-thirds of mobile ad sales.
Programmatic also makes up 45% of all digital display advertising.
It's not about
Many B2B marketers have started looking at programmatic as way to create brand uplift, to really tell a story and to engage with users in a much more granular way.
Re-targeting is the way online retailers will serve as many ads to you as possible as quickly as possible in almost any environment.
the right re-messaging
Re–messaging is about making sure you only serve a B2B message at the right time with strict frequency caps and in the right environments.
CREATING THE RIGHT CONTENT
Investing in quality content that will can be more easily justified/measured. You can use the insight you gain from a user reading that content to serve further ads promoting additional content or an event etc.
The real battle against ad blockers will be won by
Increasing relevancy of ads delivered to a consumer thanks to tools like Programmatic.
Fewer ads on the page – some publishers saw increasing the number of ads on a page as a licence to print money. And for a while it was
Some time spent educating users on why websites can produce quality content without charging for it (because its ad funded). It’s great to see some publishers already doing this.
THE TREND FOR 2016
It was the trend in 2015 and will continue to be in 2016. Viewability was the hot topic early last year (or before if you were really forward thinking – shameful self-plug here). Now it has moved towards discussions around fraud and bot traffic.
If everyone was transparent on these issues, much of the negativity would be removed and we could focus on much more of the positive things you can achieve with programmatic. The opportunity to make spend more efficient.