Consumer Engagement: Say Yes to Programmatic Branding
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The document is a survey about marketers' use of programmatic branding. 58% of respondents are using programmatic branding to build brand awareness, while 42% aim to build engagement. Most marketers measure success via custom KPIs and specific metrics like CTR, with multi-touch attribution also popular. For measuring engagement, brand impact and viewability are most common. The contact is Keith Lorizio from Rubicon Project.
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Consumer Engagement: Say Yes to Programmatic Branding
- 1. DATE, YEAR
- 2. Are people using programmatic for branding purposes? Yes, we are! No, we haven’t but are planning to No, we haven’t and aren’t planning to
- 3. What are marketers using programmatic branding for? Build Brand Awareness Build Brand Engagement Change Brand Perception Strengthen Brand Affinity
- 4. How are marketers measuring the success of programmatic branding efforts? Custom campaign KPIs Use of specific metrics Click Through Rate Advertising effectiveness studies Multi-touch attribution 50% 17% 58% 42% 8% Retail sector
- 5. Which of the following have you used to measure brand engagement in programmatic campaigns? Frequency Viewability Brand Impact Platform Duration
- 8. Keith Lorizio SVP of Buyer Cloud – Managed Solutions, Rubicon Project | Chango @klorizio klorizio@rubiconproject.com (617) 823-4310
Editor's Notes
- Presentation takeaway: Understand how marketers view consumer engagement in the age of programmatic branding -We asked 259 marketers in the US, Canada and UK what they thought – add on -4 in 5 of respondents believe that a majority of digital media buying will be done Programmatically in the near future, and that more and more branding dollars will be spent via programmatic -Marketers are willing to spend more programmatically however, there are still some challenges around qualified engagement and measurement: i.e.: viewability, fraud, site quality and ad placement and target audience reach
- -Our research points to an increased usage in not only programmatic overall, but in Programmatic to achieve branding objectives -Programmatic branding is currently the most popular type of Programmatic advertising being used: - Marketers are reaching their consumers more efficiently, utilizing fewer resources more effectively and not wasting their media spend -64% of respondents have used Programmatic advertising to support branding objectives, another 23% state that they plan to do so in the future -In 2016 Programmatic Branding will rule! -Almost 90% of respondents anticipate an increase in digital budgets in 2016 to be allocated to programmatic branding
- For those that currently use programmatic branding, traditional objectives such as brand awareness and engagement remain top priorities for marketers using programmatic: 79% - want to build brand awareness 67% - want to build brand engagement And on the lower end of the scale: they want to change brand perception (39%) and build brand affinity (36%)
- Marketers are measuring success of their programmatic branding campaigns through : -Campaign specific KPIs such as viewability rates and frequency (61%) -Secondarily, they are using specific metrics like video completion rates, video watched percentages and other (58%) -The 3rd most common metric is click through rates (57%) -At the lower end of the scale is multi touch attribution (26%) - A multi-channel approach is on the rise, Marketers want to track and deploy their programmatic engagement efforts beyond desktop to video (58%), mobile (58%) and social (49%) and soon TV (36%) Marketers are getting more sophisticated and detail oriented when looking at their success metrics for branding campaigns. They want to know more about their viewers engagement!
- Viewability and frequency have truly become the key metrics for marketers utilizing programmatic branding campaigns Viewability (68%) and frequency (64%) are the most used brand engagement metrics Consumer ad interaction (duration) lags behind in the ways to measure programmatic branding campaigns (52%) However, there’s still much we can learn from how we can best measure viewability and frequency. Namely, how can we improve the quality of these metrics
- Lively, creative and free will : future of a funnel . The world of marketing spend.