1) Programmatic advertising uses automated technology to buy and sell digital media in real-time, optimizing campaigns based on performance data. It provides opportunities for precise targeting for B2B companies across display, mobile, social, and other channels.
2) There are four types of programmatic transactions: open auctions, invitation-only/private auctions, unreserved fixed rate/preferred deals, and automated guaranteed/programmatic guaranteed. The two key factors differentiating them are how price is set and the type of inventory available.
3) For B2B, programmatic means being able to buy interactions with the intended audience across the web, using real-time data to continually optimize campaigns for people instead
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Programmatic : a brand marketer's guide - Google - 2015Romain Fonnier
Google publie un livre blanc intitulé «Programmatic: a Brand Marketer's Guide». A travers 94 pages, l’étude détaille le programmatique au sein de plusieurs marchés européens et se compose de 5 parties principales, qui représentent les étapes à suivre pour un marketer :
1 - Organiser les insights d’audience
2 - Concevoir des créations pour tous les canaux, notamment avec du HTML5
3 - Exécuter en intégrant la technologie
4 - Atteindre les audiences à travers tous les écrans
5 - Mesurer l’impact
Le livre blanc compile également plusieurs études et reprend des cases studies tirés des solutions technologiques de Google pour toutes les étapes à suivre. «Il s’agit d’avoir une vision globale sur les enseignements que l’on observe un peu partout et d’accompagner les annonceurs dans leur réfléxion, avec une dimension à échelle locale», indique Grégoire Peiron, Head of Media Buying Solutions de DoubleClick.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Search Engine Marketing - Competitor and Keyword research
DWA's The Basic of Programmatic
1. 1PROGRAMMATIC BASICS
THE BASICS OF
PROGRAMMATIC
Media + Marketing for Technology Companies
How to use real-time, automated
technology for B2B digital advertising
WHITE PAPER
2. 2PROGRAMMATIC BASICS
What is Programmatic?
In the world of digital advertising, programmatic is a way of buying and selling
media in real time using automated technology.
This technology recruits extensive data, analytics, and dynamic creative to
continuously optimize ad campaigns based on performance over time.
Programmatic advertising holds distinct opportunities for B2B in the form of
incredibly granular data, improved media buying, and precision targeting - not just
with display, but across a variety of channels including tablet, mobile, social, native,
and even TV.
For the first time this year,
programmatic transactions will be
the majority (52%) of non-search
digital ad spend in the U.S.
Programmatic 101 for
B2B Digital Advertising
It’s Not a Question of If We Need Programmatic,
but a Question of How We Need to Approach It
Spending on programmatic
advertising in the U.S. is growing
quickly, at ~20% annually.
20% 52%
Programmatic is a wonderful tool
that puts a lot of analytics and a lot
of buyer needs into the same hands.
- Paul Caine
Global CRO, Bloomberg
Source: Hoelzel, Mark, ”The fusion of native and
programmatic advertising is finally underway.”,
Business Insider, June 16, 2015
3. 3PROGRAMMATIC BASICS
4 Types of Programmatic
Transactions
According to the Interactive Advertising Bureau (IAB),
there are four types of programmatic transactions:
OPEN AUCTIONS
++ Real-time bidding
(RTB)
++ Open exchange
++ Open marketplace
INVITATION-ONLY/
PRIVATE AUCTIONS
++ Private exchange (PX)
++ Private marketplace
(PMP)
++ Closed auction
++ Private access
UNRESERVED FIXED RATE/
PREFERRED DEALS
++ Private access
++ First right of refusal
++ Private exchange (PX)
++ Private marketplace (PMP)
AUTOMATED GUARANTEED/
PROGRAMMATIC GUARANTEED
++ Programmatic premium
++ Programmatic direct
++ Programmatic reserved
As programmatic advertising has evolved, so has the terminology for the methods
in which we buy and sell media. It is essential for B2B advertisers to understand
which terms fall under which transaction types, in order to give ads the best
chance for success.
1. Open Auctions
2. Invitation-only / Private Auctions
3. Unreserved Fixed Rate / Preferred Deals
4. Automated Guaranteed / Programmatic Guaranteed
Common Terms for Transaction Types
TYPE OF
INVENTORY
HOWPRICE
ISSET
AUCTIONBASEDFIXED
RESERVED UNRESERVED
Two Key Factors for Differentiating Transaction Types
The four types of transactions can best be differentiated by two key factors:
1) how the price is set and 2) the type of inventory.
4. 4PROGRAMMATIC BASICS
What’s Happening Now
with Programmatic
Buying For People Instead Of Places
In the early days of digital, advertisers bought inventory from publishers and
hoped the right audience showed up.
With better data and targeting options available, B2B advertisers can now buy
interactions with their audience across the web - on and off major publisher sites
- whereever an audience actually spends their time.
Algorithmic prospecting
is a reality
Feedback is perpetually
processed to continually
optimize campaigns
Learning is always
happening as performance
data becomes available
Live data that is
always collecting,
analyzing, updating
We buy for people instead of places because we now
have access to real-time data. For B2B, that means:
5. 5PROGRAMMATIC BASICS
It’s Not Only People that Matter,
but also Channels & Devices
Programmatic advertising transcends multiple channels
and devices, as more consumers quickly switch between
applications and screens throughout the day.
For advertisers, this means developing a strategy to hit
consumers with targeted ads based on the sites and
screens they frequent.
Both as a channel and as a device, mobile is dominating
programmatic forecasts and spending. Yet other channels
and devices have their places in an overall approach to
programmatic campaigns.
Channels/Formats Where US Marketers See
The Most Opportunity For Programmatic Advertising
2013
69%
31%
2014 2015 2016
US Programmatic Digital Display Ad Spending by Device
% of total programmatic digital display 2013-2016
Desktop /
Laptop
Mobile
56%
31%
69%56%
44%
44%
Ad Spending
(in Billions)
Ad Spending
(in Billions)
%Change
%Change
$2.92 ——
$1.33 ——
$5.62 93%
$4.44 234%
$6.52 16%
$8.36 88%
$6.26 -4%
$14.15 69%
The largest group that browses
the Internet solely on mobile devices
consists of young adults and women.
Source: RBC Capital Markets and Advertising Age, “Social Media Survey,”
March 15, 2015
Source: eMarketer, Oct 2014
– Pew Internet and American Life Survey
MOBILE 33%
TV 8%
NATIVE 10%
SOCIALMEDIA 14%
DISPLAY 16%
VIDEO 20%
6. 6PROGRAMMATIC BASICS
Programmatic Must-Have:
Cross-Channel & Cross-Device Advertising
The B2B customer journey spans various channels, and programmatic enables
advertisers to combine, for example, display and video ads for better outcomes.
15-25%
reduction in consideration
time when programmatic display is
paired with video, for items that have
over a month of typical consideration
time in the purchase path.
‑ Adam Markey,
DataXu Director of Product Management
As the Director of Product Management for DataXu,
Adam Markey manages omni-channel marketing campaigns
and analytics across mobile, video, and social. DataXu is a
data-driven programmatic marketing platform.
B2B advertisers can plan programmatic ads across all devices where customers
will consume content – including mobile, desktop and TV – to cater to their specific
place in the customer path to purchase.
Digital natives switch their attention between
media platforms (i.e. TVs, magazines, tablets,
smartphones or channels within platforms)
27 times per hour, or about every other minute.
Source: Time, Inc. 2013, "A (Biometric) Day in the Life"
7. 7PROGRAMMATIC BASICS
Programmatic and
Account-Based Marketing (ABM)
Account targeting has made B2B marketing more efficient, but traditional ABM
relies on IP and static title data, hindering marketers' ability to identify the true
buying team within accounts.
DWA has pioneered an advanced approach that combines programmatic tools and
intent data to improve account-based marketing - allowing marketers to better
understand and target a collective team of buyers, from product researchers, to
influencers, to final decision makers, within the larger organization.
Improved targeting allows
advertisers to understand which
accounts are most interested
in a particular solution, and guides
marketers in crafting messages
that resonate with the collective
buying team during various stages
of their journey.
– Bob Ray,
President, Americas, DWA Media
The major limitation of account-based
marketing has been the inability to target the
individual people who have a role in the buying
process, within each named account.
8. 8PROGRAMMATIC BASICS
Building Your B2B
Programmatic Framework
4 Stages to Bring it All Together
Data Development
With programmatic, you
have access to billions of
data points through
DSPs, particularly when
ABM is employed.
Programmatic Funnel
You can use data to
help position consumers
in the right place within
the funnel.
Creative
Develop specific creative based
on target audience, where they
are in the funnel, what devices
they use, and which channels
they frequent. Create different
ads for different combinations
of user behaviors/patterns.
Analytics/Reporting
Gain insight on campaign
outcomes and refine ads
using real-time data.
PROSPECTING
CONTEXTUAL
AUDIENCE TARGETING
IP TARGETING
SEARCH RETARGETING
RETARGETING
ALGORITHMIC
OPTIMIZATION
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NURTURE/CROSS SELL / UPSELL
9. 9PROGRAMMATIC BASICS
B2B Programmatic
Best Practices
UNDERSTAND THAT TRANSPARENCY, CONTROLS
AND PRICING ARE RELATED.
Although the programmatic environment is improving,
some transaction types are more transparent and have
better controls than others, yet are more expensive.
“You get what you pay for”certainly applies.
KNOW THE DIFFERENCES IN INVENTORY AND
WHAT TO EXPECT.
Direct, private and open exchanges do not offer the same
types of inventory, and some is by invitation only. You may
need to select inventory from different exchanges to
achieve your goals.
THE INDUSTRY HAS TAKEN STEPS TO IMPROVE
BRAND SAFETY AND FRAUD, BUT BUYERS MUST
STILL BEWARE‑AND KNOW WHAT TO LOOK FOR.
Transparency is improving; however, you should do your
research on non-human traffic, unviewable ads, and how to
get your ads shown only on sites that support an audience
and content in line with your campaigns.
PICK THE RIGHT PARTNER.
Evaluate platforms and vendors, and align with those who
share your values (transparency, controls, pricing, and
target audiences). Pick partners who will assist with
strategy and technology infrastructure development.
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vs. vs.