programmatic branding - iab · programmatic branding offers opportunities for both advertisers and...
TRANSCRIPT
• Product Lead Programmatic Advertising
• Merkle Nederland
•
Programmatic Branding
Programmatic Branding in 2020
© 2020 Merkle. All rights reserved. Any copying or use of this confidential information
is strictly prohibited without the express written permission of Merkle.
Programmatic Branding
Richard VisProduct Lead Programmatic
AdvertisingMerkle Nederland
PROGRAMMATICBRANDING
●Time spend watching media remains
stable.
●38% of view time is spend online
●Millennials and GenZ spend respectively
21% and 24% of their view time on linear
television. Over half expects to watch no
more linear television in three years time.
●Increasing number of households do not
have a television connection.
Changing Media Consumption
* Source: S.F. Waterloo, A.M. Wennekers, en P.R. Wiegman (2019). Media:Tijd 2018.
** Source: SKO: JAARPERSBERICHT TV KIJKCIJFERS
*** Source: Wayne Parker Kent : Jongerenonderzoek 2019
**** Source: Telecompaper: Dutch Television Market 2019-Q2
75%Of all mediaspend on
traditional channels is
branding focused
80%Of all mediaspend on
programmatic channels
is focused on direct
response
Source: Comscore: On Branding Versus Direct Response Advertising
Automated buying of ads for campaigns with a branding objective.
Programmatic Branding
1.Customer centricity
2.Targeted campaigns
3.Real-time results and flexibility
4.Scalable
5.Online ads are a great fit for branding.
a.Online advertisements, after television
ads, have the most impact on brand
awareness.
b.Combining on- and offline branding
has a greater effect on affection than
just off- or online ads.
6.Personalised creatives
Opportunities Advertisers
* Domazet I, Djokic, I & Milovanov O (2017), "The Influence of Advertising Media on Brand
Awareness" Management: Journal of Sustainable Business and Management Solutions in Emerging
Economies.
** Voorveld H.A.M. (2011). “Media multitasking and the effectiveness of combining online and radio
advertising” Computers in Human Behavior.
Fashionistas
Savvy Parents
Fashionistas
Savvy Parents
1.Access to branding budgets.
2.New branding advertisers due to lower
barriers to enter.
3.Increased Yield.
4.Opportunities to differentiate via:
a.Advertising formats
b.Data
Opportunities Publishers
1.Provide insight into the impact on
branding objectives, determine correct
KPI’s:
a.CTR has hardly any correlation with
brand metrics
b.Focus on direct response leads to
selection effect
2.Alignment between branding and
performance departments is needed.
3.Different skillset marketing teams.
Programmatic BrandingChallenges
* Fulgoni, Gian M. and Marie Pauline Mörn (2009), "Whither the Click? How Online Advertising
Works," Journal of Advertising Research, 49 (2), 134-142.
1.Programmatic Branding offers
opportunities for both advertisers and
publishers.
2.Programmatic branding requires a
different focus and skill set than direct
response marketing.
3.The use of programmatic tools for
branding purposes can lead to increased
customer centricity. However, this requires
Branding and Performance marketers to
closely collaborate.
Key Takeaways
QUESTIONS