Programmable brand marketing uses big data, automation, and personalization to deliver targeted advertising across channels in a seamless way. It goes beyond previous programmatic approaches by tracking individuals across devices and media to understand consumer journeys. This allows ads to be dynamically optimized and attribution to be improved. While challenges remain in integrating technologies, programmable brand marketing promises more relevant experiences that drive value for both consumers and brands. As data and tools advance, the goal is to deliver highly personalized messages to the right users consistently.
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Henry Rowe's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Henry Rowe's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
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.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Presented at TMKedu by Carolyn O'Leary on July 9, 2014.
This presentation tackles one of the very first questions we need to ask before developing a planning strategy, "who are we talking to?" It explores the best way to conduct a target analysis, from utilizing available research, to mining for insights, to identifying new audience opportunities. It also takes a look at the evolution of targeting in the digital age and how big data has changed the way we reach potential customers.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
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.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Presented at TMKedu by Carolyn O'Leary on July 9, 2014.
This presentation tackles one of the very first questions we need to ask before developing a planning strategy, "who are we talking to?" It explores the best way to conduct a target analysis, from utilizing available research, to mining for insights, to identifying new audience opportunities. It also takes a look at the evolution of targeting in the digital age and how big data has changed the way we reach potential customers.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
The purpose of this whitepaper is to enable businesses to automate their marketing efforts. With the landscape constantly evolving, it has become critical to place operations in auto-pilot mode to streamline a variety of functions, enabling teams to laser-focus their efforts on driving revenues.
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.
[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
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. SPONSOR CONTENT/AD AGE
2December 2016
Today’s marketers are increasingly embracing programmatic technology for buying and selling advertising.
Yet as consumer lifestyles become ever more complex and dynamic, even programmatic advertising struggles to reach the
right audiences in the right way for optimal efficiency and impact. Fragmented media planning and siloed channel buys
lack the agility to follow customers as they move from screen to screen and place to place. Those messages that do arrive
are just as likely to be blocked by recipients weary of irrelevant ads. Devices, wearables and the internet of things generate
tremendous volumes of data that could improve targeting and personalization (Figure 1)—but marketers are unable to put
it to work, leaving this invaluable resource untapped. There has to be a better way.
And there is: programmable brand marketing. Programmatic was only the beginning, enabling automation within chan-
nels toward the bottom of the funnel. Now, with 85% of buyers in the United States using some form of programmatic,
according to Get Ready for the Age of Programmable Brands, a November 2016 IDC white paper sponsored by Xaxis, brands
are taking the next step forward—and it’s a big one. “For the first time, technology has reached the point where it sup-
ports brand marketing,” says Karsten Weide, program VP, Media & Entertainment, IDC. Powered by big data and cognitive
learning, a new generation of tools works across channels to deliver personalized experiences that engage consumers in more
meaningful ways at every stage of the customer life cycle—and drive unprecedented value for consumers and marketers alike.
In this white paper, we’ll explore the defining qualities of programmable brand marketing and their implications for brands
and agencies.
THE POWER OF PROGRAMMABLE
Data Science Transforms Brand Marketing for Unprecedented Personalization and Impact
Figure 1THE INFORMATION EXPLOSION
Amount of information created worldwide (in zettabytes)
1 zettabyte equals 1 trillion (1,000,000,000,000) gigabytes.
Source: EMC Digital Universe Study, with data and analysis by IDC,April 2014.
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
0
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10
15
20
30
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3. 3December 2016
SPONSOR CONTENT/AD AGE
A NEW MODEL FOR AD BUYING TAKES HOLD
Big data, digital transformation and audience buying are changing the way marketers think about campaigns—just
in time for a rapidly evolving marketplace.
“In a world where everything from digital devices to cars and home appliances [is] being designed to intuit and address
people’s needs automatically, brands need to meet a higher standard of relevance and immediacy,” says Ekapat Chareon-
larp, global VP and managing partner for WPP’s programmatic audience company, Xaxis. “That means reaching people
with marketing that speaks to their individual needs.”
Programmable brand marketing puts data at the front and center of campaigns to target audiences as precisely as possi-
ble, even all the way to individual users. “With ad blockers, consumers are telling us loud and clear that they don’t care
about what we’re showing them. We need to move to a world where messages are targeted so well, and custom-tailored
so precisely, that [they have] content that people truly want to see,” Mr. Weide says.
Says Nicolle Pangis, global COO for [m]PLATFORM: “The industry is getting smarter about focusing on audiences, not just
click rates, and folding learnings back into the consumer life cycle journey. That’s valuable from the consumer’s own perspec-
tive as well.” Automated delivery helps marketers maintain the necessary efficiency and scale while delivering a seamless and
consistent experience wherever and however consumers receive messages.
Powered by new investments and innovation across the marketing technology stack, programmable brand marketing is
characterized by six key qualities:
•Automated brand campaigns
To date, the benefits of programmatic advertising technology have been more applicable to direct response advertising
than brand campaigns. While actions such as clicks and purchases are straightforward enough for marketers to track, the
only way to determine whether a given consumer has seen a brand advertisement is to place a pixel on the publisher’s
page. Otherwise, it becomes impossible to target that individual to continue their journey down the funnel.
Recent partnerships between Xaxis and both Facebook and Google allow the company to place pixels on those publishers’
pages, making it possible for marketers using the Xaxis platform to bid for the specific individuals they want to reach, rath-
er than having to rely on publisher brands as a proxy. This individual-level targeting allows marketers to move consumers
more effectively from awareness to brand interest to brand consideration to purchase intent.
“The industry is getting smarter about focusing on audiences, not
just click rates, and folding learnings back into the consumer life
cycle journey. That’s valuable from the consumer’s own perspec-
tive as well.”
—Nicolle Pangis, global COO, [m]PLATFORM
FOCUSING ONTHE CONSUMER
4. SPONSOR CONTENT/AD AGE
•Buying audiences, not impressions
Traditionally, advertising has revolved around the use of media as a proxy for audiences; you buy the impressions you think
your target customers are likely to see. Programmable brands eliminate the middleman and use data analytics to target
consumers directly. This is especially valuable at a time when a single person might move across not only countless proper-
ties within a given channel, but across an increasingly large number of channels as well, often forcing agencies to over-
spend in hopes of catching the right person in the right place. “Having the ability to buy programmatically doesn’t mean
that you’re doing so as efficiently as possible to reach client goals,” Ms. Pangis says. Mr. Chareonlarp agrees: “Rather than
trying to guess where people might be, we’ve created technologies to unify an individual’s identity across devices. That’s a
foundational capability of programmable brand marketing.”
•Omnichannel marketing
Omnichannel marketing complements unified identity management to break down the silos that have traditionally frag-
mented media planning. “You don’t care about channels anymore, or whether your brand advertisement runs on display,
mobile, desktop, connected TV or wherever else—it’s who you want to talk to that matters,” Mr. Weide says. Individual
consumers can be followed across devices or channels automatically for more coherent campaign delivery.
•Programmability
Today, the bidding algorithms provided by DSPs are a black box to marketers: You can’t know how it works, only—af-
ter the fact—whether it worked. With programmable brand marketing, vendors, agencies and even brands themselves
are beginning to tailor their algorithms to specific campaigns and apply optimization along the way. “If you’re trying to
reach a particular audience, doesn’t it make sense to have a tool that can program against that specific audience in the
real world?” Ms. Pangis says. “The technology can make decisions throughout the buy, constantly feeding the data back
through the campaign pipes to better optimize for the consumers we’re seeking.” Mr. Weide foresees the emergence of
an open marketplace where marketers can buy or rent purpose-built algorithms, or even an open source ecosystem where
algorithms are co-developed and freely traded.
•Dynamic advertising
Many marketers already use some version of dynamic creative optimization to show alternate versions of a given ad de-
pending on the profile of the person who sees it—a hybrid car for a suburban parent, a heavy-duty truck for a contractor,
each with a geographically determined local dealership to contact. The rich data and analytics of programmable brand
marketing enhance the effectiveness of this tactic to determine the ideal mix of copy, visuals, offers and other variables for
each customer, and to enable continual testing and refinement as the campaign progresses.
A leader in digital retail media, Triad Retail Media, has partnered with Walmart and YouTube to put these principles into
“You don’t care about channels anymore, or whether your brand
advertisement runs on display, mobile, desktop, connected TV or
wherever else—it’s who you want to talk to that matters.”
—Karsten Weide, program VP, Media & Entertainment, IDC
REACHINGTHE CONSUMER
4December 2016
5. SPONSOR CONTENT/AD AGE
action for custom video spots. Sherry Smith, global chief customer officer at Triad Retail Media, says, “Our major focus
over the coming year is to use retailer and advertiser data to enable innovation and optimization at both the brand and
product level. In this way, we can reach the target customer with personalized product recommendations or offers in the
most effective way, and bring back further insights to apply from the beginning to the end of the sales cycle.”
•Attribution
Attribution has long been a weak spot in advertising; post-exposure surveys with relatively small sample sizes and only
approximate accuracy remain the state of the art. “From a design perspective it’s pretty clumsy; you do it because you
don’t have a better way,” Mr. Weide says. Programmable brand marketing vendors are working to solve the key technical
challenges in more direct attribution, in particular the ability to integrate back-end enterprise systems more easily with
advertising platforms—a slow and costly process at this point. Adds Mr. Weide, “Attribution companies have made great
strides in recent years, tracking more channels and even events. Give them a few years, and we should be able to achieve
the real-time tracking needed to optimize campaigns on the fly.”
HOW PROGRAMMABLE BRANDS MEET KEY CAMPAIGN GOALS
Programmable brand marketing, which is quickly growing as a critical component in brand marketing worldwide
(Figures 2 and 3), introduces new models and capabilities across several areas of focus that can help media planners maxi-
mize results for brand campaigns.
•Audience reach
As with programmatic advertising, programmable brand marketing makes it possible to run campaigns across thousands
of properties automatically, and to access potentially overlooked inventory with high performance potential. The tracking
and agility made possible by programmable brand platforms expand the opportunities for experimentation by reducing its
risk—underperforming profiles or properties can be quickly abandoned in favor of better inventory.
5December 2016
Figure 2PROGRAMMABLE BRAND ADVERTISING SPENDING
Total worldwide spending on programmable brand advertising (in $billions)
Includes programmable display advertising and programmatic TV and radio.
Source: IDC White Paper, sponsored by Xaxis,The Birth of the Programmatic Marketer, November 2016.
2015 2016 2017 2018 2019 2020
0
40
20
60
80
100
120
6. SPONSOR CONTENT/AD AGE
•Exposure frequency
Omnichannel marketing solves a key challenge by allowing marketers to cap frequency and control sequencing holistically
across devices and properties. Each time a marketer reaches a given consumer, the marketers can know which spots the in-
dividual has already seen and deliver the next message in the progression. Bottom-of-the-funnel ads can be held in reserve
until a given consumer has been exposed to branding and awareness messages; consumers who have already been primed
for consideration can be led in an orderly manner toward purchase. “It’s now possible for us to look at marketing pro-
grams holistically, taking a 360-degree view across formats and devices to convert customers along the path to purchase,”
says Ms. Smith of Triad Retail Media.
•Formats
While it’s no longer necessary for marketers to decide how much of a campaign will run in a given channel—the system
performs this allocation automatically—brands will need to have the full complement of creative available to fuel omnichan-
nel marketing. Video remains the most effective format for driving attitudinal shift, whether delivered via desktop, mobile,
over-the-top (OTT) or other video channels. Marketers may also choose to specify particular channels for a given message—
for example, focusing buy-now ads on mobile devices in order to target the on-the-go consumers most likely to visit a retail
location. Measurement and data insights can help marketers ensure effective return on ad spend. “You have to be smart
and efficient about the different ways you can reach people,” Ms. Smith says. “Video is great, but it’s very expensive, so it’s
important to use it strategically. Your overall program needs to deliver ROI that makes sense.”
•Sales channels
As in programmatic advertising, programmable brands can access inventory through real-time bidding (RTB) as well as
through private marketplaces (PMPs). For the purposes of brand campaigns, PMPs offer the advantage of additional data,
and sometimes pixel placement as well, to enable better targeting. Programmatic direct or automated guaranteed buys
have typically failed to match the efficiencies and impression-level decisioning of algorithmic buying and selling, but the
recently introduced header tag bidding technology offers new potential for guaranteed campaigns in which buyers can still
decide at runtime whether to accept or decline each impression.
6December 2016
0
20
10
30
40
50
60
70
Excludes programmatic TV and radio.
Source: IDC White Paper, sponsored by Xaxis,The Birth of the Programmatic Marketer, November 2016.
2015 2016 2017 2018 2019 2020
Figure 3HOW MUCH OF PROGRAMMATIC IS PROGRAMMABLE?
Total worldwide spending on programmable brand display advertising as a percent of total programmatic
7. SPONSOR CONTENT/AD AGE
AGENCY RELATIONSHIPS IN THE PROGRAMMABLE ERA
Scale is paramount for effective programmable brand marketing. The cost and complexity of building the necessary tech-
nology will be beyond the resources of most brands and smaller agencies; the same is true for the creation and activation
of a sufficiently large data pool to generate big data insights. “It’s not easy to build a programmable tool set,” Ms. Pangis
says. “We have 250 engineers fully dedicated to the task, and we’ve been working on it since 2007.” The ability of an
agency to provide data intelligence and optimization will be a crucial differentiator in the years to come.
Agency relationships will also need to become closer and more real-time due to the condensed planning cycles of pro-
grammable brand campaigns. “As data and insights speed up, communication has to speed up as well,” Ms. Pangis says.
“Brands need to engage with their agencies to understand how these tools work and maintain a cadence of contact as
the campaign progresses.” Ms. Smith of Triad Retail Media emphasizes the importance of collaboration from the earliest
stages: “When you’re building a program, you need to have all the appropriate voices at the table—the marketer, the
agency, the shopper marketing team—to make sure you’re pulling all the proper levers in the right ways to reach the
established KPIs.”
THE STATE OF PROGRAMMABLE TODAY—AND TOMORROW
Programmable brand marketing isn’t just a vision for the future—many of its core elements are already up to speed and
ready to drive value for brands. Big data, cognitive learning, omnichannel media and unified identity management are
available today, if not yet in widespread use. In principle, it’s possible to deliver on the promise of greater relevance and
immediacy—for example, a rising pollen count activates offers for allergy remedies, or a bright forecast triggers ads for
sunglasses in mobile apps and on websites.
The greater challenge lies in assembling the pieces and putting them to work. “If you’re on an Adobe DMP and want to
connect your data in real time to dynamic creative from Sizmek, and activate it based on the customer’s current context,
can you get those components all working seamlessly together?” asks Mr. Chareonlarp. “There are thousands of ad tech
companies out there. How do you figure out which one can get it done? There’s a reason CMOs only average 44 months
in their position.”
The challenges are well worth overcoming. “We’re on the verge of tremendous changes in marketing,” Mr. Weide says.
“We can already do technology-enabled brand marketing today, but this is just the beginning. As more and more of the
things we use become connected—not just wearables, but also the internet of things—the amount of data generated by
humans will quadruple over the next five years. And it’s going to be live data streams, not just static sets. Meanwhile, we’ve
already seen such a proliferation of channels for media and services that it’s just not possible to do things the old way
anymore—forget about having a junior agency guy working a spreadsheet. The only way to deal with the scale of data and
complexity of the environment is through technology, and that’s what vendors and agencies are focusing on now.”
Ultimately, as tools become more powerful, data grows larger and marketers gain sophistication, programmable brand
marketing will draw ever closer to the holy grail. “It will eventually become possible to create and deliver these one-in-a-
million messages for the right user every time,” Mr. Weide says. “That’s the longer-term vision—but it’s probably closer
than we think.”
7December 2016
8. ABOUT XAXIS
Xaxis is the world’s largest programmatic audience
company that connects advertisers to audiences
across all addressable channels. Through the expert
use of proprietary data and advertising technology
along with unparalleled media relationships, Xaxis
delivers results for over 3,000 clients in 46 markets
across North America, Europe, Asia Pacific, Latin
America and the Middle East. Advertisers working
with Xaxis achieve exceptionally high returns on
advertising spend through the company’s proprietary
media products as well as through its specialist
companies, Light Reaction and plista. For more
information, visit www.xaxis.com.
WHITE PAPER
Editor: Karen Egolf
Writer: J. Daniel Janzen
Designer: Gregory Cohane
Copy Editors: Barbara Knoll, Richard K. Skews
Cover Photo:Adobe Stock/chombosan
CONTACT US
Jackie Ramsey
Ad Director
jramsey@adage.com
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