Programmatic Marketing Part 2 of 3
- 1. PROGRAMMAT IC MARKETING: An overview of how marketers can use programmatic marketing, advertising and buying. There’s also some information about digital audio, the future of television and more.
- 2. TABLE OF CONTENTS: Page Title: Page Number: Programmatic Marketing 4 Core Programmatic Concepts 6 Facts & Statistics 12 Consumers & Buyers 19 Creative Possibilities 25 Reaching Target Audiences 31 Programmatic Advertising 36 Programmatic Advertising Classifications 37 Types of Programmatic Advertising 45 Programmatic Buying 55 Programmatic Buying Steps 56 Step 1: Organize 58 Step 2: Design 67 Step 3: Execute 77 Step 4: Reach 87 Step 5: Measure 97 Programmatic Buying Steps to Improve Campaigns 108 2
- 3. TABLE OF CONTENTS: Page Title: Page Number: Trends Affecting Programmatic Buying 117 Programmatic: Digital Audio & Television 126 Programmatic: Rise of Digital Audio 127 Statistics 128 Facts About Digital Audio 135 Programmatic & Digital Audio 143 Programmatic: Future of Television 151 Statistics 152 Facts About Television 157 Programmatic & Television 166 Programmatic: Viewability & Verification 181 Statistics 182 Facts About Viewability & Verification 187 Standards for Viewability & Verification 195 Concepts & Challenges 200 Viewability & Verification Fraud 207 Work Cited 211 3
- 4. PROGRAMMATIC BUYING FACTS: Programmatic Buying: Aims and promises to make digital marketing more effective by leveraging the full potential of data to reach consumers with relevant messaging in real time 4 COMPILED BY AUTHOR FROM: THINKWITHGOOGLE.COM
- 5. PROGRAMMATIC BUYING FACTS: Five steps that are recommended for advertisers so they can maximize their campaign performance for substantial gains in efficiency Adopt a unified technology platform Eliminate fragmentation Implement advanced audience targeting techniques Invest in and integrate the numbers people Test, learn and keep learning 5 COMPILED BY AUTHOR FROM: THINKWITHGOOGLE.COM
- 6. STEPS TO IMPROVE CAMPAIGNS: 6 COMPILED BY AUTHOR FROM: THINKWITHGOOGLE.COM Adopt a Unified Technology Platform: Working from a single source helps mitigate the challenges of accessing data for campaign workflow Campaigns will launch faster, and marketers can use target audience lists across tools and channels The teams’ performance will not be cannibalized by the other teams bidding against each other
- 7. TRENDS: It’s Being Adopted It Can Be Cost Efficient It’s Data Driven Programmatic TV 7 COMPILED BY AUTHOR FROM: HAMPTONROADSMARKETINGNOW.COM
- 8. TRENDS: The advantages of programmatic buying and selling will help increase the value of local broadcast TV inventory Programmatic buying will offer increased behavioral targeting which will lead to a better return-on-investment for advertisers Total Audience Measurement system was created with programmatic buying and selling in mind This will enable media buyers to create audience target segments and pick Gross Rating Points (GRP) by custom criteria such as time frame It’s Being Adopted: 8 COMPILED BY AUTHOR FROM: HAMPTONROADSMARKETINGNOW.COM
- 9. TRENDS: It’s Being Adopted: This all enables companies to create and simulate a plan across all platforms including broadcast television, cable TV, streaming, online, mobile, and print Companies should know how programmatic buying is affecting businesses, and how this new method of buying media can be leveraged as a more targeted, cost-effective way of online advertising Programmatic buying is inherently random, and although it can be more cost effective in some cases, business owners and marketers do sacrifice an element of control 9
- 10. DIGITAL AUDIO: 54.1% of Marketers have Not Used Digital Audio because of: Fragmented Supply of Inventory Lack of Scaled Inventory Pricing Unclear Attribution Metrics 10COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 11. DIGITAL AUDIO: Why Audio is the tipping Point for Programmatic? •With programmatic targeting and attribution, advertisers are able to trace audio’s impact68.9% •Audio is an immersive experience60.9% •Audio is non-skippable52.8% •There is zero ad fraud in audio47.0% •Ability to opt-in, other format, it can be a new kind of push content if it is automatically downloaded60.0% 11COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 12. DIGITAL AUDIO: 67.50% 41.70% 37.40% 36.20% 27.90% 27.90% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% STREAMING MUSIC SERVICE PODCASTS FORMATTED MUSIC CHANNELS LOCAL NEWS/ TALK RADIO BROADCAST NATIONAL NEWS/ TALK RADIO BROADCAST SYNDICATED RADIO PERSONALITY What Digital Audio Programming Attracts Marketers: 12COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 13. DIGITAL AUDIO: It makes it possible to deliver impressions without fearing: overcrowded pages, ad blockers, adjacent browser tabs or fraudsters From an advertising perspective: audio offers marketers an opportunity to talk to listeners in an organic way during a relevant time of day using relevant data Marketers can measure how many ads a consumer has heard for a given brand across devices and they can see what action they took Although expensive, it may be worth paying as programmatic tools & platforms offer efficient new ways to ensure return on investment 13COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 14. DIGITAL AUDIO: Streaming Audio Services have Begun to Change: They’re more limited and they have listener friendly inventory There’s a greater range of targeting opportunities based on device & listener data 14COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 15. DRIVING FACTORS FOR DIGITAL AUDIO: The interest around audio advertising is being driven by the fact that consumers love digital audio Shift from terrestrial radio to digital makes real targeting possible for the first time around content as well as users Audio inventory is more integrated than display ads or video spots 15COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 16. WHY IS DIGITAL AUDIO COMPELLING: Digital Audio is Compelling because of: Billion of Streams Data Gathered from each Stream No Shortage of Reach 16COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 17. DIGITAL AUDIO PERFORMS WELL IN: Media/ Entertainment Restaurants/ Food Services Retail Automotive Travel/ Tourism Consumer Packaged Goods Financial Services/ Insurance Technology Healthcare Education Beauty/ Fashion Telecom 17COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 18. PROGRAMMATIC & DIGITAL AUDIO: Programmatic can improve the effectiveness of any format by enabling data flow Rapid growth of audio has lead marketers to automate the buying process Ability to use data appears to be a key driver of programmatic adaptation All data gathered can be analyzed for real time audio decisions and optimization Consumers can be targeted by demographic, geography and device type 18COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 19. PROGRAMMATIC & DIGITAL AUDIO: Programmatic audio can lead to the opportunity to integrate audio into cross- channel campaigns Marketers are currently testing programmatic audio as a stand alone medium and a new advertising channel Early adapters of programmatic audio include major global brands, new entrants and aspirational contenders In the future, it’s expected that programmatic audio will become a cross-device, cross-channel medium 19COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 20. PROGRAMMATIC & DIGITAL AUDIO: The Simplicity of Audio Only Creative, Lends Itself to Personalization: Programmatic provides the perfect launch pad for dynamic audio ads Optimizing can be done in real time and is based on the audience or environment of the audience 20COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
- 21. WORK CITED: "A Guide To Programmatic Advertising." Think with Google. N.p., n.d. Web. 28 June 2017. <https://www.thinkwithgoogle.com/programmatic-guide/>. "How Will Programmatic Media Buying Impact Your Business?" Hampton Roads Business Weekly Blog. N.p., n.d. Web. 28 June 2017. <http://www.hamptonroadsmarketingnow.com/blog/how-will- programmatic-media-buying-impact-your-business>. "LinkedIn: Programmatic The Ebook- The Ultimate Guide to Programmatic for B2B Marketing." Business. LinkedIn.com. Business LinkedIn, n.d. Web. 28 June 2017. <https://business.linkedin.com/content/dam/me/business/en-us/marketing- solutions/cx/2017/pdfs/programmatic-the-ebook.pdf>. PDf From LinkedIn Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic- The Future of Television. N.p.: Advertising Age, June 2016. Print* Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic and The Rise of Digital Audio. N.p.: Advertising Age, September 2016. Print* Magazine, Advertising Age. Advertising Age Content Strategy Studio: Viewability and Verification Through the Programmatic lens. N.p.: Advertising Age, December 2015. Print* Umashankar, Balaji Murugan. "Types of programmatic advertising, a bird's eye view." Softway Blog. N.p., 27 Oct. 2016. Web. 28 June 2017. <https://www.softway.com/blog/types-of-programmatic- advertising-a-birds-eye-view/>. "Value of an Integrated Platform for Programmatic Buying." Think with Google. N.p., n.d. Web. 28 June 2017. <https://www.thinkwithgoogle.com/marketing-resources/programmatic/value-of-an- integrated-platform-for-programmatic-buying/>. *Also available online at adage.com 21
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