The document discusses how programmatic advertising is transforming digital marketing through automated and data-driven buying and selling of digital ads. Programmatic advertising uses real-time bidding technology and data to target ads to the right audiences. It allows for more efficient use of budgets, improved targeting and transparency. While programmatic offers many benefits, challenges remain around issues like ad fraud, lack of transparency, and evolving to support new formats and devices. Continued evolution of the programmatic ecosystem is needed to fully realize its potential.
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.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
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.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
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
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
Decimating Programmatic Advertising- the new buzz in advertising and marketing world
Learn more at: http://hub.bannerflow.com/h/i/236487553-infographic-programmatic-advertising-facts
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Hearing a lot about Programmatic Marketing but still a little unclear on what it is? This SlideShare will go through the basic and need-to-know terms of Programmatic Marketing, why it's taking off now, and why your company should be using it to advertise. Enjoy!
The buyers guide to Programmatic Direct by GoogleRodd SL
This guide was designed to clearly de ne Programmatic Direct and explain the underlying deal types so you have con dence in choosing the best approach for your campaigns.
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
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
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
Decimating Programmatic Advertising- the new buzz in advertising and marketing world
Learn more at: http://hub.bannerflow.com/h/i/236487553-infographic-programmatic-advertising-facts
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Hearing a lot about Programmatic Marketing but still a little unclear on what it is? This SlideShare will go through the basic and need-to-know terms of Programmatic Marketing, why it's taking off now, and why your company should be using it to advertise. Enjoy!
The buyers guide to Programmatic Direct by GoogleRodd SL
This guide was designed to clearly de ne Programmatic Direct and explain the underlying deal types so you have con dence in choosing the best approach for your campaigns.
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
Programmatic Advertising: How To Join In On the FunHanapin Marketing
Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.
Originally presented at Hero Conf London in October 2016.
eMarketer Webinar: Programmatic Advertising—Rising Investment and New RealitieseMarketer
Programmatic advertising already accounts for a majority of all digital display spending in the US, and that share is rising thanks to a number of influences. Topics in this webinar include: Why programmatic ad spending isn’t plateauing yet; How much of programmatic’s continued growth is coming from social and mobile channels; Why more spending continues to shift to private marketplaces and programmatic direct; How cross-screen advertising efforts are contributing to the growth of programmatic video.
Programmatic SEO: How to Dominate SEO Like TripAdvisor, Yelp and ZillowBernard Huang
Last updated 5/15/17. How do you use unique data to create SEO-driven landing pages? Programmatic SEO (large websites, 25k+ URLs) presentation for 500 Startups Distro Dojo Toronto by Mushi Labs.
Topics covered include:
* What is programmatic SEO?
* Elements of programmatic SEO
* SEO Research & discovery
* Commonly overlooked technical mistakes
* Does Google actually like your content?
* How to fix your SEO content woes
* Recommended SEO Tools
Search & Programmatic in the Post-Digital WorldCatalyst
Originally presented by Forrester's Susan Bidel at Catalyst and Yahoo's 2017 Digital Boost event, this presentation discusses what brands need to know for effective search and programmatic campaigns in the post-digital age.
Consumers' social media consumption behavior helped in changing their buying decisions. Recent research reveals that 80% of buying decisions in Indonesia is dominated by brand exposure in social media.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
Today, online display spans across desktop and mobile websites, mobile apps, and video platforms. It has become an integral part of online marketing as a whole, offering advertisers a unique full-funnel view of the consumer that no other form of advertising can boast.
Behavioural retargeting
Programmatic real-time bidding
Mobile display
Video marketing
Supporting case studies
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 : 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.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
[white paper] «Programmatic: a Brand Marketer's Guide» Doubleclik by Googleyann le gigan
>>[white paper] «Programmatic: a Brand Marketer's Guide»
[Doubleclik by Google 23.04.15]
https://storage.googleapis.com/think-emea/docs/article/Programmatic_Guide_Brands.pdf
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.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
In today’s fast-paced digital world, the advertising landscape is constantly evolving, with new technologies and trends shaping the way brands connect with consumers. One of the most significant advancements in recent years is the rise of programmatic advertising, a data-driven approach to buying and selling digital ad inventory in real-time. This article explores the transformative impact of programmatic advertising on the digital advertising landscape and its implications for marketers and advertisers.
Similar to Programmatic Revolution_Report_Silvia Alongi (20)
The aim of this analysis was to conduct a search landscape analysis. The analysis has been carried out on the Wrangler UK domain, comparing it against the domains of its two direct competitors (Levi’s and Calvin Klein).
SERP Layout on Desktop Search_Training DeckSilvia Alongi
Key Points:
- understand the different elements of the SERP and how or why information shows up in each of the different areas.
- Google User Interface - Latest Updates.
Google Data Studio_Calculated Fields and Custom DimensionsSilvia Alongi
Data source link: https://docs.google.com/spreadsheets/d/1E6p_e3YacgZlhpjYug01yHW9r_vaOdCx4TUQMwtKbMw/
Key Points:
- adding calculated fields,
- creating a custom dimension with conditional expressions (CASE + IN),
- using a regular expression (CASE + REGEXP_MATCH) to alter an existing dimension.
Google Data Sudio_Dynamic Tables,Filters and AggregationSilvia Alongi
Data Source link: https://docs.google.com/spreadsheets/d/1-Z1ymKiWXg2rtLShCE9pxSJr76JSwpf_L7-4EcCJaBo/
Key Points:
- creating a standard table and pivot tables,
- how to apply filters to those tables
The goal was to develop a marketing plan for Viva company, in order to analyse competitors and target market, develop product strategy, increase brand awareness, and finally support the client on creating a new innovative store in order to promote business' values and products.
2. 1
Index
New trends in digital marketing: the most successful approach to
adopting programmatic buying strategies. ...............................................2
1. Traditional media buying and Real-Time Bidding..............................2
2. Terminology. ........................................................................................3
3. Why Programmatic is the future of digital display advertising. .........4
4. Effective engagement with the target audience...................................5
5. Fastest-growing digital ad formats: mobile and video. ......................6
6. Programmatic Benefits. .......................................................................8
7. Programmatic Limits...........................................................................8
8. Growth is contingent on evolution.......................................................9
Bibliography. ........................................................................................10
Webography..........................................................................................10
3. 2
New trends in digital marketing: the most successful approach to
adopting programmatic buying strategies.
1. Traditional media buying and Real-Time Bidding.
Programmatic is an automated way of buying and selling ad space1
. Programmatic ad buying
typically refers to the use of software to purchase digital advertising, as opposed to the traditional
process that involves RFPs2
, human negotiations, and manual insertion orders. The difference from
traditional media buying is that it is done by machines that use data to figure out where your ad
should run, at what frequency and who should be exposed to it.
In terms of spending this means, you can limit wasted impressions you would possibly have a
traditional media buying process that would also eventually target the wrong audience.
In effect, before Programmatic ad adverting, digital ads we bought and sold by human, buyers, and
salespeople, who can be expensive and unreliable. Programmatic advertising technology promises
to make the ad-buying system more efficient, and therefore cheaper, by removing humans from
the process wherever possible.
RTB Real-Time Bidding (RTB) refers to the purchase of ads through real-time auctions, but the
programmatic software also allows advertisers to buy guaranteed ad impressions in advance from
specific publisher sites3
.
1
It is using machines to buy ads.
2
Request for proposal
3
Richardo Bilton (2015), “WTF is programmatic advertising”, digiday.com
4. 3
2. Terminology.
There are various definition variations of the term “Programmatic advertising” depending on
whether we are talking to a DSP, an SSP, publisher, advertiser, and agency or otherwise.
To understand the in and out of the programmatic ecosystem, marketers need to grasp the
terminology associated with it4
.
Ad exchange: this is where publisher inventory is sold in auction. It is a marketplace used
to buy and sell display ads.
RTB (Real-time bidding): is a subset of programmatic buying. It means buying ad inventory
dynamically, based on each ad impression. The winning bid is displayed instantly on the
publisher’s site.
DSP (Demand-Side Platform): is a platform that allows advertisers/agencies to buy the
inventory in real time from various ad exchanges and data exchange accounts through RTB
interface.
SSP (Supply-Side Platform or Sell-Side Platform): is a technology platform, which enables
the publishers to sell their ad impression inventory in real time and maximize revenue from
digital media.
DMP (Data Management Platform): a data warehouse, which gathers the type of data and
exports it in digestible and useful information for marketers to refine and optimize their
campaigns.
4
Performance Marketing Guide (2016), performancein.com
5. 4
3. Why Programmatic is the future of digital display advertising.
Display advertising can be used as an efficient promotional tool, building brand awareness and in
some cases measuring the impact off the back of it.
One of the biggest advantages of the display is the way it can influence each stage of the marketing
funnel. It can:
- raise awareness at the beginning by contextual and behavioral targeting,
- engage and educate buyers to help them make a choice on what to acquire.
Finally, display ad retargeting can be used to convert visitors into customers.
Programmatic is able to use advertiser first party data and third party data to target the best
audience for a given campaign goal.
There are two ways marketers can infuse
data into their creative. They can use the
information about the audience5
, including
demographics, location and previous
behavior on websites gathered from first
and third party data, and they can integrate
the data about the context and
environment in such the ad appears6
.
The tool includes customer metrics that
are being collected through publisher
sites and enables you to have access to insights, demographics, behaviors and current trends. Inside
the publisher's network, you can find your much-targeted niche audience that is then been selected
to be reached by your ad that is entering a bidding process. Almost like Google AdWords.
5
The people viewing the ads.
6
Peter Crofut (2014), “Programmatic: Merging data and creative”, DoubleClick by Google, thinkwithgoogle.com
6. 5
4. Effective engagement with the target audience.
Marketing is most effective when you have achieved the three R’s—the right message, to the right
person, at the right time.
Traditionally, brands have had to make do with generic audience segments that blunt targeting and
relevance, operational inefficiencies that slow fulfillment and strain resources, and disconnected
system that make it difficult to deliver insight-driven campaigns across channels.
Programmatic buying uses technology and audience insights to automatically buy and run a
campaign in real time, reaching the right user with the right message
Programmatic media buying and robust targeting technologies have created rich data signals that
marketers can use to ensure that every impression reaches the right people at the right price.
Programmatic advertising dramatically reduces human error and the laborious process of media
buying, with perceptive programmatic techniques targeting the right consumer, at the right time,
in the back-end.
What is interesting about Programmatic buying is that it can adapt to make the buying process
much more efficient, save you time and money and eventually find your target audience faster.
Programmatic buying is changing that by delivering higher levels of targeting, relevance,
7. 6
efficiency and impact. Your advertising appears only where it will have a significant impact on
campaign objectives.
Let's say we have an insight that men who travel for a business like to buy whiskey from airports
upon their departure, but if they have kids they most probably buy chocolates. This way we could
create two different ads depending on their family status but also target only business men who
are currently at an airport. Programmatic will help us match the right ad to the right people in real-
time7
.
Programmatic Ad buying can also be used for testing the potency of your Ads. Because it is cost-
effective, fast and real-time it can help you run tests with multiple creatives of your ads.
5. Fastest-growing digital ad formats: mobile and video.
The changing consumer habit is playing a huge role in the adoption of programmatic as marketers
devise strategies to take advantage of trends like the rise in smartphone penetration, and
increasingly sophisticated technology, which facilitates communication in real time.
More programmatic buys are now happening across channels and ad formats. More agencies and
marketers are considering programmatic earlier in their media buying cycle.
7
Demetris Stefani (2016), “The evolution of your ad campaign is programmatic”, digitaldoughnut.com
8. 7
Relevancy is key and programmatic can hit the right audience at the right time, driving better
conversion rates for brands across a diverse set of inventory sources; from traditional display and
mobile to video, social and native.
Mobile has become one of the driving forces behind display’s recent growth due to advertisers
being attracted to the sheer ubiquity of smartphones, and the way they have enabled their users to
receive messages wherever they are.
Mobile devices have become embedded in consumers’ lives as they can access the internet on the
move: shopping, at work or on public transport. Therefore, being able to reach consumers at the
optimum moment, in real time, is a huge opportunity for advertisers, and one that programmatic
buying has facilitated.
Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3%
year-on-year to £2.63bn – or 30.5% of all digital advertising.
Video ad spend, overall, grew 50.7% to £711 million whilst video spend on mobile alone increased
by 98% to £353 million due to the increasing numbers of people watching video, TV and film on
smartphones.
Content and native advertising spend – which includes “advertorials” and ads in social media news
feeds – increased by 49.9% to £776 million.
9. 8
Ad spend on social media sites grew 45% to £1.25bn – now accounting for 41% of banner/video
display ad spend. Over 71% of social media spend goes on mobile8
.
6. Programmatic Benefits.
Here are just three of the main benefits worth noting:
Maximizing of budget and efficiency: Programmatic allows advertisers to target
consumers across mobile and desktop devices seamlessly, communicating with relevant
ads at the opportune moment.
Meaningful advertising: Programmatic can help to create more impactful forms of
advertising, relevant to specific consumers, rather just a highly generalized audience
segment.
Transparency and insights: Using an automated buying system captures extensive results,
including how well audiences have engaged with the ad, the best time of day and day of
the week to target users as well as facilitating A/B creative testing.
7. Programmatic Limits.
Programmatic ad buying may represent the future of ad trading in some senses, but it is not without
its hurdles.
Lots of challenges still exist to enable
programmatic to work. Concerns that
were addressed throughout the event
included transparency, fraud, and trust;
limited understanding and knowledge;
confusion over terminology; moving
from direct response to branding dollars,
moving from mostly standard banners to
native, video, rising stars, and audio ad
8
IAB UK (2016), “Dgital adspend grows at fastest rate for seven years”, www.iabuk.net
10. 9
formats; internal organizational challenges for brands and publishers; and delivering different
creative through programmatic9
.
Ad fraud is a growing problem within the ad industry in general, and it is a cause for concern.
Programmatic buying, along with due diligence, could help weed out fraud and deliver impactful
ads to real viewers.
8. Growth is contingent on evolution.
The core of the display market, performance-based impressions, will shift toward programmatic
exchange-based trading at a rate of 11, 4% annually between 2014 and 2019.
The industry will need to evolve for realizing the potential of programmatic:
Be more transparent: 73% of marketers/agencies would purchase more if there were
greater transparency in the buying process and 70% of publishers would sell more if they
could see who is buying from them.
Prove that ads work: 80% of marketers would buy more if there were greater emphasis on
quality of viewable impressions
Be where people are: 72% of Publishers would sell more programmatically with stronger
cross-platform support
9
Carl Kalapesi (2014), “Top 10 Things you need to know about Programmatic but were to afraid to ask”, iab.com
11. 10
Bibliography.
Carl Kalapesi (2014), “Top 10 Things you need to know about Programmatic but were too afraid
to ask”, iab.com
Demetris Stefani (2016), “The evolution of your ad campaign is programmatic”,
digitaldoughnut.com
Doubleclick by Google (2014), “Programmatic: The Evolution of Media Buying”, DoubleClick
by Google, thinkwithgoogle.com
IAB UK (2016), “Dgital adspend grows at fastest rate for seven years”, www.iabuk.net
Performancein’s (2016), “The Performance Marketing Guide”, performancein.com
Performance Marketing Guide (2016), performancein.com
Peter Crofut (2014), “Programmatic: Merging data and creative”, DoubleClick by Google,
thinkwithgoogle.com
Richardo Bilton (2015), “WTF is programmatic advertising”, digiday.com
Webography.
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digitaldoughnut.com
iab.com
iabuk.net
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performancein.com
stateofdigital.com
thinkwithgoogle.com
think.storage.googleapis.com
tradedoubler.com
zanox.com