The document discusses how the programmatic media industry needs to shift its focus from efficiency to effective value creation in order to better align with marketers' objectives of long-term consumer engagement. It identifies the key drivers of effective value creation as efficiency, innovation, and consumer engagement. The industry needs to develop new capabilities and metrics to measure how well it is extracting useful data and insights from consumers to improve engagement over time, rather than just focusing on cost savings. This will allow it to tap into the $13 billion untapped market for online branding spending in the US.
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.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
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.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
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/
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
Across sectors and regions, business leaders are recognizing the competitive advantage of
superior customer experience and the value that resides not only in what a company delivers
for its customers, but in how it delivers products and services. Where companies once
could differentiate themselves by product or efficiency, distinctiveness today increasingly
lies in creating a seamless, omnichannel customer experience.
As leaders of McKinsey’s Customer Experience Service Line, we are delighted to present this
volume of Customer experience: New capabilities, new audiences, new opportunities. This
compendium draws from the collective thinking of our experts and practitioners, and follows
by just 18 months our first volume of thinking on the subject. That in itself speaks to how
rapidly the landscape of customer experience is evolving, and how intently business leaders
are focused on it.
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
In this report, BCG offers new insight derived from the BCG Future of Marketing and Advertising Study 2010, which encompasses a quantitative survey of marketing executives, one-on-one industry intervies, and benchmarking research.
Technology for Marketers: Are you Engaging Effectively? Ruder Finn UK Ltd
Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting report, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...PR 20/20
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
* Learn how hundreds of marketers, executives, and entrepreneurs rate their marketing programs.
* Drill into charts, data, and analysis from 27 profile fields and 132 assessment factors.
* Compare your Marketing Score report to the benchmark findings.
* Gain insight into critical questions to consider as part of your 2014 marketing strategy.
* Discover how high performers excel in key marketing metrics.
* Get 15 tips to improve your marketing performance
About Marketing Score
PR 20/20's Marketing Score is a free online marketing assessment tool designed to rate the strength of business and marketing foundations, forecast potential, and align expectations. The product was released into public beta December 2012.
Marketing Score is based on the principle that every element of an organization, as it relates to marketing, can be divided into assets, neutrals, and escalators. Assets are strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to improve.
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
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/
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
Across sectors and regions, business leaders are recognizing the competitive advantage of
superior customer experience and the value that resides not only in what a company delivers
for its customers, but in how it delivers products and services. Where companies once
could differentiate themselves by product or efficiency, distinctiveness today increasingly
lies in creating a seamless, omnichannel customer experience.
As leaders of McKinsey’s Customer Experience Service Line, we are delighted to present this
volume of Customer experience: New capabilities, new audiences, new opportunities. This
compendium draws from the collective thinking of our experts and practitioners, and follows
by just 18 months our first volume of thinking on the subject. That in itself speaks to how
rapidly the landscape of customer experience is evolving, and how intently business leaders
are focused on it.
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
In this report, BCG offers new insight derived from the BCG Future of Marketing and Advertising Study 2010, which encompasses a quantitative survey of marketing executives, one-on-one industry intervies, and benchmarking research.
Technology for Marketers: Are you Engaging Effectively? Ruder Finn UK Ltd
Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting report, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...PR 20/20
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
* Learn how hundreds of marketers, executives, and entrepreneurs rate their marketing programs.
* Drill into charts, data, and analysis from 27 profile fields and 132 assessment factors.
* Compare your Marketing Score report to the benchmark findings.
* Gain insight into critical questions to consider as part of your 2014 marketing strategy.
* Discover how high performers excel in key marketing metrics.
* Get 15 tips to improve your marketing performance
About Marketing Score
PR 20/20's Marketing Score is a free online marketing assessment tool designed to rate the strength of business and marketing foundations, forecast potential, and align expectations. The product was released into public beta December 2012.
Marketing Score is based on the principle that every element of an organization, as it relates to marketing, can be divided into assets, neutrals, and escalators. Assets are strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to improve.
Wow! Nearly 3,000 views since I posted this document.
I wrote this to help five R&D project managers to document the results of their efforts. It appears many of you found it helpful, as well.
Large engineering and construction programs require the owner and his program manager to undertake more expansive stakeholder programs than what might be traditionally experienced even on the largest single construction projects. This more expansive approach is driven by the growth in scale and complexity often represented by these programs but also by the fact that different constituencies and stakeholder groups may have different views and interests as it relates to the various projects comprising the program.
For example, the decision to minimize certain construction impacts by constructing modules at a remote location may run counter to local job creation objectives of another constituency or regional labor organization.
In undertaking stakeholder management in large programs it is necessary for the program manager to undertake a structured process and equally important, ensure that the roles, responsibilities and efforts on individual projects meet program standards and objectives and are well coordinated.
This paper describes a six step process and a typical apportionment of responsibilities between the owner/program manager and the project contractors.
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.
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
Digital Video Effectiveness Study IAB Internet Advertising
Revenue Report Social Media Metrics Definitions
Tony Anderson, Online Media Sales
Gen-Y Media Inc.
www.genymediainc.com tony@genymediainc.com
Online Ad Sales
Ad Serving, DoubleClick, DART DFP, adapt
Forrester: CPG Consumer Engagement in a Digital Worldaccenture
Accenture commissioned Forrester Consulting to evaluate the opportunity for CPG marketing leaders to market and sell directly to consumers.
For more information view us on www.accenture.com/ConsumerGoods
Similar to Effective Value Creation in Programmatic Media Buying (20)
Intelligence led community engagment for public safety agenciesRufus Simmons III,MBA
How public agencies can use the past to increase community engagement. In the digital age socail media holds the key to greater community involvement. By using the strategies of an old-time beat cop public safety agencies can get more people involved in policing their community, and providing valuable information. They can also increase their understanding of different groups within the community and break down barriers.
Police departments can build trust and a true partnership through providing greater transparency, and inviting the community to freely share information in a comfortable and convenient way. New means of communication present both a challenge and an opportunity for police departments to engage with their community. Police departments should embrace the trend in alternative communication that many community members use. By allowing community members to text tips and information departments can drive engagement and build relationships with a segment of their community that has not been engaged in the past.
Peelian Principle in a Data-Driven World, By The R Simmons groupRufus Simmons III,MBA
How police executives can use data-driven solutions to engage the community, manage crisis, and increase operational efficiency. This white paper present how to analyze community needs, and internal deficits that require data-driven solutions.
How to develop winning business strategy and create company identity. Develops an alternative view at how to conduct market and industry while focusing on how they converge to create opportunities. With this focus companies can look at the future of their industry and develop future state plans through the road mapping process laid out within the presentation.
An analysis of the evolution of Real Time Bidding and its uses in within digital media advertising. Developed insight and models for industry standards with Sunil Sharma, CEO of InferSystems.
Presents frameworks and methodology for building those segments of a company which are vital to long term sustainability. The systematic process of identifying business strategy, marketing, and a mission statements which articulates the developed value proposition. This framework enables companies to build a brand that helps target the identified market.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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.
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Effective Value Creation in Programmatic Media Buying
1. SIMMONS PERFORMANCE SOLUTIONS
Effective Value Creation In Programmatic Media Buying
A Look Beyond Efficiency
10/28/2014
For greater alignment with marketers and their digital marketing objectives, the programmatic media industry must look beyond efficiency and embrace an effective value creation strategy. This strategy will spur growth and allow participants to create true points of differentiation.
Strategic Insight to Power Growth
http://www.simmons-ps.com/
2. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 1
Table of Contents
Executive Summary..................................................................................................................................... 2
Introduction ................................................................................................................................................ 4
The Central Focus ....................................................................................................................................... 4
Growth ........................................................................................................................................................ 5
Is Efficiency Enough? .................................................................................................................................. 5
Effective Value Creation ............................................................................................................................. 7
Process Alignment ...................................................................................................................................... 8
Drivers & Corresponding Tactical Requirements ........................................................................................ 9
Implementation ........................................................................................................................................ 11
3. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 2
Executive Summary
Members of the programmatic media industry, and those who execute media buying in particular, should lead with effectiveness in their to value creation process. The programmatic media industry is largely a simplified workflow solution to addressing the vastly fragmented nature of digital media buying. Together the direct and indirect sales platforms have pushed industry revenues forward at a rapid rate. Revenue within the U.S. alone is predicted to double by 2018. But a singular focus on efficiency measures will only take the industry so far.
A large percentage of the marketers interviewed voiced at least minor frustrations with what they viewed as a lack of contribution to brand lift. A senior director with a major athletic shoe manufacturer summed up his frustrations by stating:
"It feels much like the old ads in the back of magazines where you included your phone number and hoped for a call. I want to know if, and how much of the targeted audience was engaged?"
Consequently, 82% of the U.S. offline ad spend is on branding while only 39% of the total online spend is. Some sources believe the significant gap between online and offline branding activity suggest that there is a $13bn untapped market in the U.S. alone. Many marketers stated that their digital marketing objective is long-term consumer engagement, and programmatic media buying must shift from its current focus to meet these marketers at their objective.
While a handful of companies have been very successful at using the efficiency game to get ahead, it does not ultimately mean that the efficient technology has made significant progress toward marketing efficacy through effective value creation. Companies like Adobe, Salesforce, SAP, Oracle, IBM, Teradata, and Marketo are betting on effectiveness by providing integrated marketing technology stacks. Ultimately, these will need to work together with the media buying efficiency stacks that Google, AOL, Yahoo, and companies like DSP's and SSP's have created in order to drive the necessary convergence between marketing tech and ad tech. In other words, efficient media buying one part of an overall marketing strategy. Therefore, one of the key table-stakes is the ability to not only develop integrated technology, but to be able to seamlessly integrate with other technologies. Even with the success of these companies, the industry must align with what were identified as the three drivers of effective long-term consumer engagement. Efficiency, innovation and consumer engagement drive effective, long-term consumer engagement and programmatic media needs to build capabilities around them.
4. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 3
Though this is not a presentation on digital marketing strategy, the only way to address industry growth is to analyze how it is meeting and "should" meet its customers' objectives.
Implementing an effective value creation strategy will call for a complete commitment. Industry participants need to look for broad outcomes and develop a vision of the communication life cycle. The strategy must be enacted with measured steps and an eye toward identifying a new set of key performance indicators, which reflects the importance of each of the three drivers of success. Recent developments have shown that brands are beginning to drive the agenda strategically and probe into effectiveness. So it is time to embrace this innovative strategy to propel the industry and its participants forward.
5. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 4
Introduction
Now is the time for the programmatic media industry to build on its promise of efficiency and incorporate an effective value creation strategy. The industry has been successful at bringing a centralized automated solution to what was once the cumbersome process of selling digital impression inventory. This has led to a meteoric rise in adoption rates and resulted in a preverbal hockey stick of CAGR in revenues. This all sounds great, but, a narrow focus on efficiency of digital impression transactions does not place the industry in the best position to evolve and attract what some believe is $13bn in U.S. branding dollars left on the table, and it will continue to present a challenge to some companies looking to develop a point of differentiation.
This paper presents why a focus on efficiency is not enough, why effective value creation is a more natural fit to allow growth, and where to focus effort when building on this strategy. Both primary and secondary research was conducted, with the former consisting mainly of executive interviews with advertisers, publishers, industry participants, and brand marketers. Our biggest take away was that for the industry to continue to evolve and better prepare for future possibilities, it must develop additional expertise and shift its focus from providing basic savings to providing value. This is because the goal of most brand marketers is effective long-term consumer engagements that cannot be measured by limited performance indicators. So analysis focuses on how programmatic media can evolve, or utilize current tactics and expertise to support each of the drivers of effective long-term consumer engagement and engage in an effective value creation strategy. As one leading programmatic media executive rhetorically asked, "What good is being efficient if we are efficient at the wrong thing?"
The Central Focus
Programmatic media is largely a simplified workflow solution to addressing the vastly fragmented nature of digital media transactions. Buyers successfully execute the single mission of delivering upon one element of their consumers' advertising tactics. The simplicity lies in the electronic hub provided to advertisers to identify and purchase media across millions of fragmented sources. Participants have addressed the complexity through the many means of identifying and attaching value to available inventory while effectively interfacing with other members of the ecosystem.
6. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 5
Table 1 presents the four programmatic media transactions mechanisms. Among them there is complete coverage of both direct and indirect auction based sales with fixed and unfixed pricing. As a whole they have been highly effective at driving down operating cost and increasing efficiency. With the mass migration of consumers going to the web seeking information from new and tradition news and social media outlets, the increased efficiency has made it easier for publishers to manage yield by making ad impressions available for sale in the platform and format of choice.
Growth
Since its inception, programmatic media has experienced rapid growth. The U.S. is the largest market but other markets are experiencing rapid growth as well. In Table 2 we see that programmatic media spending, while already substantial, is again predicted to double in three short years.
United States and Global Programmatic Display Ad Spending, 2011-2017 2011 2012 2013 2014 2015 2016 2017
US
$2.8
$4.8
$7.5
$9.8
$12.4
$14.8
$16.9
% Change
71.4%
56.3%
30.7%
26.5%
19.4%
14.2%
% of Total
62.2%
63.2%
62.5%
59.0%
56.6%
54.2%
51.8%
World Wide
$4.5
$7.6
$12
$16.6
$21.9
$27.3
$32.6
% Change
68.9%
57.9%
38.3%
31.9%
24.7%
19.4%
All values represent billion in U.S. dollars. Source www.eMarketer.com Table 2
Is Efficiency Enough?
The development of basic performance measures demonstrates that the standard model works to facilitate the purchase of ad impressions in cost effective way. But why is an industry aligned with CMO's focusing on measures that make them appear to be aligned with CFO's? Being able to tell customers Inventory Type Pricing Participation Execution
Automated Guaranteed
Reserved
Fixed
Publisher- Advertiser
Direct programmatic sale of premium guaranteed inventory
Unreserved Fixed Rate
Unreserved
Fixed
Publisher- Advertiser
Programmatic sale of unreserved inventory
Invitation Only Auction
Unreserved
Unfixed
Publisher- Invited Advertisers
RTB enabled invitation only auctions
Open Auction
Unreserved
Unfixed
Publisher- Many Advertisers
RTB enabled open auctions
Source IAB, Programmatic and Automation- The Publishers Perspective Digital Table 1
Programmatic Media Transaction Mechanisms
7. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 6
that you are saving them money is not always enough. Many advertisers and marketers are now realizing that they want to know whether they are spending money wisely! Both primary and secondary research conducted revealed that the market is ready for the industry to push further on this front.
For its November 2013 white paper "Programmatic Everywhere? Data, Technology and Future of Audience Engagement", The Winterberry Group conducted a survey of 260 executive level marketers, technologist and media industry leaders which produced two big takeaways:
1. 55% of publishers said their interest in programmatic was to "effectively engage" with targeted audience.
2. 88% of panelists said they expect to deploy the approach to support "actionable insight development."
These statistics show that advertisers wish for the industry to expand beyond its promise of efficiency, and they are buttressed by recent developments. In its June 25, 2014 article, "Agencies Brace For A Change As Brands Lean Into Programmatic," Ad Exchanger reported that Kellogg's, Kimberly-Clark, Unilever, Netflix, 1-800-Flowers and Allstate Insurance have all begun to develop in-house programmatic media buying capabilities, to drive their programmatic strategies. This is a reminder that brands have been built with a focus on long-term consumer engagement, not on CPC or CPA.
While conducting our research we spoke with experts from across a broad spectrum of industries who had either helped execute or direct programmatic media buying efforts through agencies. There were several questions and comments, which showed a lack of understanding and frustration on the overreliance on efficiency and its measures.
A senior director with a major athletic shoe manufacturer stated:
"It feels much like the old ads in the back of magazines where you included your phone number and hoped for a call. I want to know if, and how much of the targeted audience was engaged?"
8. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 7
An executive with an international beverage corporation summed up his frustrations by stating:
"We know where the audience is, and reach them in a way which allows us to keep an eye on our bottom-line, but where is my audience value?"
Questions and statements like these were not raised in every marketer or advertiser interview, but a large portion voiced at least minor frustrations with what they viewed as a lack of contribution to brand lift. This maybe the reason that 82% of the U.S. offline ad spend is on branding while only 39% of the total online spend is. The significant gap between online and offline branding activity suggests that there is a $13bn untapped market in the U.S. alone (Blacksote Advisory Partners, 2013). These dollars can be attracted to programmatic media by shifting the focus from cost savings to effective value creation, and refocusing technology development to align with this strategy.
Effective Value Creation
Now is the time for programmatic media to build upon its expertise and shift the focus to effective value creation. The value added activities will enable marketers to engage in what many have described as their digital marketing objective - effective long-term consumer engagement. Developing expertise and tactics that enable conversations between marketers and consumers will enable data and actionable insights to be extracted to deepen both online and offline engagement processes. Of course, it is not the goal of programmatic media to develop digital marketing strategies for advertisers & marketers. But there needs to be an alignment of digital marketing and programmatic media's goals for better targeting and consumer insight development, and not just on a one off basis where a click or action ends the relationship.
The feedback loop benefits marketers because of its actionable data and insights, but the ongoing exchange will also provide value to the targeted consumer who should only receive precise, targeted and engaging impressions. To do so, there must be a holistic use of data to drive engagement across platforms and locations. Only then can the conversation between consumer and marketer switch from a passive lean back experience to an active lean forward one. Simply stated, we lean into those experiences that truly interest us. Programmatic media has already embraced key elements of this process. Creative optimization and targeting rules employed within real time bidding provide a solid foundation, and expertise developed in these areas can be deployed across the entire programmatic
9. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 8
media landscape. To look at what programmatic media participants must do to develop an effective
value creation strategy, we first have to look at the industry's relationship with digital marketing
objectives.
Process Alignment
Figure1 represents how programmatic media buying aligns with other elements of marketing strategy to
create an effective communications strategy with consumers. Marketing communications strategies are
created to engage a receptive audience, and within this strategy are digital marketing objectives whose
success is dependent upon drivers. For programmatic media buying efforts to be effective they must
align with the drivers. Together, digital marketing and the greater marketing effort creates an ongoing
engagement with consumers to extract valuable insight to continually refine the process and message.
Efficiency Innovation
Customer
Engagement
Programmatic Media Buying
Marketers
Marketing
Digital Marketing Objectives
Online Offline
Insights
Engagement Insights
Engagement
Creative
Optimization
Data Targeting
Platform
Integration
Effective Long-Term Consumer Engagement
Figure 1
The Effective Long-Term Consumer Engagement
Process
10. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 9
Drivers & Corresponding Tactical Requirements
Most of the advertisers and marketers interviewed during the course of SPS' research saw effective long-term consumer engagement as the major objective for their digital marketing strategy. Because of this, we used it as the focal point for tactical development to ensure alignment with effective value creation across the programmatic media industry. The drivers to focus on are: efficiency, innovation, and consumer engagement. Each of these is important on its own. But they are also interrelated. Effective execution requires proper development of the technology and expertise needed for each. This is not to say that we believe programmatic media participants are inefficient and not innovative. We believe they are, and that they can use these strengths in a greater capacity within the effective value creation strategy.
Efficiency is already the hallmark of programmatic media transactions. Executing ad impression transactions has been simplified. RTB has effectively created targeting and bidding rules, along with creative optimization, which is constantly improving with machine learning. However, effective long- term consumer engagement requires that the efficiency measures be expanded upon. Efficiency in the new model will also be defined by effective insight extraction along with process improvements. Each will tell us how much useful data has been extracted and how well it is being utilized to improve the process of communication between the marketer and consumer. Programmatic media's ability to capture and measure vast amounts of data makes this driver easy to execute upon, but it must also work hand and hand with the other two drivers because it will identify a path to define the needs of the next driver, innovation.
Innovation is the greatest strength when it comes to programmatic media transactions, but the programmatic media industry needs to refocus technology development to align with an effective value creation strategy. By nature, programmatic media companies are technology based organizations which leaves them in a great position to embrace advertiser and marketers as they push further into programmatic media. An example of this lies in how some major brands are now working to develop programmatic capabilities. In a conversation with a brand manager from Unilever, we were told that they worked with Mindshare to develop a Unilever dedicated trading desk. The goal is to track engagement and optimize in real time for creative ad placements, while using an in-house analytics team to develop models showing the performance/success of different components of the marketing
11. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 10
campaign. These goals demonstrate a measured approach to consumer engagement. This represents enormous potential for programmatic media. In relationships like this the programmatic media industry and its participants can flex their innovative muscle and drive the long-term consumer engagement.
Developing the expertise to target consumers across electronic devices will lead to long-term consumer engagement. Forrester defines an adult who owns at least three connected devices and accesses the internet at multiple times a day as a perpetually connected adult. Currently 42% of U.S. adult consumers meet this definition (Joanna O'Connell, 2013). Innovation must continue the push on cookie-less targeting so that consumers can be targeted wherever their preference in devices or location leads them any given day. This process is complimented by real time predictive analytics which are a necessity to identifying the proper audience and are dependent upon data management. By data management, we mean obtaining, defining, modeling, and retaining relevant data.
Lastly, innovation must take place on the measurement front. Audience engagement and insights must be defined and effectively measured to ensure growth. Currently, there are tools in place which measure at least a portion of these, but they are not at scale and need improvement to achieve mass adoption. Measurement tools will be vital to identify and drive areas needing improvement.
Consumer Engagement must be a two-way street. Industry participants must engage consumers with an eye toward not only impression placement but insight extraction and, above all else, relevance to ensure the development of a continuing feedback loop to deepen the ongoing conversation. The industry has done a good job of creative optimization and tailoring messaging to audiences, but the process must take a step forward with targeting across devices, geography, time, etc.
Major developments are taking place that can lead to deeper consumer engagements. Reuters conducted a survey that revealed that 77% of television viewers used an electronic device while viewing television (Accenture, 2013). This presents an enormous opportunity to reinforce engagement messaging across platforms. Of course, innovation needs to lead this process in order to take advantage of the opportunity to provide congruent messaging across platforms. But what we see here is individuals taking part in a passive lean back activity, while also engaging in a lean forward experience where they are actively engaged in the use of devices.
12. S i m m o n s P e r f o r m a n c e S o l u t i o n s
Page 11
Programmatic television buying represents a potential complement to consumer engagement across platforms. There is an ongoing debate over the future of broadcast television, with valuable arguments on both side. But it is not the purpose of this paper to analyze broadcast television's future. Programmatic media sales have made inroads in cable television, which is highly understandable given the fragmented nature of the audience According to Neilson, 65% of viewing is now on television shows with less than 0.5% ratings and broadcast television has seen a 50% drop in ratings (Morgan, 2014). But paid television services can easily provide data on program viewership which can be coupled with online and offline data to create better targeting rules. One industry insider pointed to the challenge of changing the currency with which broadcast television is traded, referring to Nielson Ratings. But, just as RTB could be used as an innovation center to test new targeting models, so too could programmatic television. If companies scale an automated platform for the transaction of network television ads the technology could benefit all streaming video platforms.
Whatever the form or device, placement must not be viewed as intrusive but engaging. The key here is to shift the focus from how much did we pay for an action to how much did we learn about the consumer for future interactions, and ultimately brand lift.
Implementation
As always, the execution and development of effective strategy and supporting initiatives is dependent upon proper leadership, planning and personnel. A focus on effective value creation requires that all levels of the organization accept their company's position within the programmatic media buying industry. The danger within the industry is that the fragmented state of technology lends to silo thinking. Silo thinking means that leadership within a company becomes too focused on their technology and expertise to see how it fits within the industry as a whole. The human element must blend the technology expertise with strategy to provide true value.
To ensure proper execution, participants of programmatic media buying must look for broad outcomes to develop effective ongoing conversations with consumer segments. The outcomes will be the basis of the development of actionable insight for use in the development of a communication lifecycle. The entire process must be incremental and aided by the development of measures that go beyond the prominently used efficiency measures. These steps will go a long way in shaping the future of the industry and attracting addition revenue.