Over the past decade, much has changed for marketers. However, there is one thing that has remained the same: the goal to reach their target audience in the moments that count. This is one of the reasons why brands spend so much time and money to learn what the insights of their audiences are. Marketers must know what the motivations are and what drives or excites them. With this understanding, one can design with creativity a marketing strategy that really counts. And knowing whether or not you are reaching the right people is where Genius Monkey’s programmatic technology comes into play.
More and more brands are pursuing the programmatic technology as a staple in their marketing platform. As an example, Nike used real-time purchasing to deliver immersive 3D display ads across sites and applications in fifteen countries during the World Cup. Fans were able to interact with these moments after the game, and Nike realized over 2 million engagements!
Brands are able to increase their appeal and create a great deal of “brand love” by using programmatic buying to deliver relevant, engaging experiences in real-time to the right crowd. Here are three suggestions to those marketers who are just beginning to implement programmatic:
You Won’t Know the Results if you don’t Measure
Meaningful brand metrics are being more effectively achieved due to breakthroughs in the technology that lets marketers know if their commercials were seen, and if they reached the target people they were shooting for. They can now learn who watched their ads, what consumers thought about them, and if these spots were effective in changing people’s perception. In addition, these brands can learn what the consumers did as a result of watching their ads.
Knowing whether or not a marketer’s ad was seen or not is essential when it comes to measuring the effectiveness. A recent study by Google revealed that 56.1% of served ad impressions go unseen, and if an ad isn’t seen, the metrics are meaningless. The viewable impression, a new measurement metric, now allows advertisers to know whether or not their ad was actually viewed. One thing is for sure; if the spot wasn’t seen by a consumer, no action will follow.
Don’t Settle for Poor Inventory Quality
When programmatic buying is utilized, there is a vast amount of inventory, data and targeting available to brands. Experts predict that by the year 2017, 83% of all display buys will be programmatic. Inventory will become even more of a top priority as these numbers rise and brands strive to find that right mix of content and context.
Many of the longstanding inventory quality issues are being rectified as significant innovation is implemented in areas such as fraud detection and verification. Marketers can now protect their budget and branding when they see to it that their ads are placed in “safe” environments only.
Because of the fact that big publishers are using programmatic direct buys and private marketplaces to sell their inventory, there is more premium inventory available programmatically than there ever has been in the past. This is the inventory that brands want to buy. They can now choose from a great number of options (depending on the desired mix of control and scale) to guarantee that they reach consumers in brand safe environments.
Mobile and Video Should be a Priority
Today’s consumers are always connected, which creates a challenge for marketers to reach and engage consumers on the right screen. According to Meeker’s 2014 Internet Trends Report, 20% of our time is spent on a mobile media device, yet only 4% of the media sold is designated for mobile viewing. The silver lining of that cloud is that no matter where people are, or which screens they are in front of, they can be reached with programmatic marketing.
Nowadays, anything that can be created on a webpage can be duplicated in an ad, whether this means embedding a game, displaying a video, hosting a Hangout or any other creative ideas. Our advanced technology now allows us to display our ads on any screen, not just on a desktop.
The advertising industry is also seeing a great increase in the number of videos being displayed across the spectrum of screens. The number of videos that were transacted programmatically had increased 400% in 2014. This makes sense, as the sights, sounds and the motion captures the attention of consumers like no other medium. The power of programmatic videos is increased exponentially because they are displayed to the right demographic. Experts surmise that real-time bidding sales for video ads should reach close to 4 billion dollars by 2018, which is a drastic increase from the 500 million dollars spent in 2014.
Thanks to programmatic technology, there is a path for brands to follow to help them establish better connections with their audiences. We can now get the right customer to watch the right ad on the right screen, and we can do so on any channel. Brands can now measure how many viewers saw their ads and can purchase impressions based on this factor. It is no doubt that the marketers that will succeed in 2015 are the ones that think outside the box and recognize the value of programmatic.