what is programmatic advertising??
TRANSCRIPT
WHAT IS PROGRAMMATIC
ADVERTISING?
(Openx.com 2014, Image)
‘’Programmatic Technology allows for the automation of cross-platform buying and selling of digital advertising via real time
bidding, which allows for a cost-effective way to take advantage of audience targeting’’
(Blogs.position 2.com)
(Foliomag.com ‘The rise of programmatic advertising’ March 2014)
AN EXAMPLE OF PROGRAMMATIC ADVERTISING :
Kristina Dolan, ‘Facebook targeting 101, reach the right
target audience’, blog.moontoast.com, Jan 2014
Programmatic Ads
FACTS FROM THE EXPERTS
• ‘By 2015 two thirds of digital and mobile advertising will be bought programmatically’
• ‘Traffic across the programmatic bridge is expected to triple globally to $33 billion by 2017 and account for more than half of display related ad
transactions’
• ‘Programmatic has emerged as a major driver of real time digital engagement, with analysts predicting that it will account for as much as 60% of all digital
advertising by 2017’
(Brian Silver, Tricia Hoff, Jennifer Thorsen, ‘Finding the right fit in a programmatic world’, Yahoo.com June 2014)
(Graham Wylie, ‘Senior director, EMEA & APAC Marketing AppNexus, ‘AppNexus introduction – Programmatic & the real time revolution’ , June 4014)
HOW PROGRAMMATIC ADVERTISING WORKS??
www.zanox.com
ADVANTAGES OF PROGRAMMATIC ADVERTISING
• Can ‘marry audience data with branded programs’
• Programmatic is an effective turnkey solution to a fragmented media buying world
• Enables a corporation to specifically target consumer groups and individuals successfully
• Acts as a bridge from slower, direct selling of guaranteed inventory, to lightning fast trades on a more efficient highway of real-time bided marketplaces and strategic cross channel insights
• Gives complete transparency with reporting
(Yong Yuan, Feiyue Wang, JuanJuan Li, Rui Qin, ‘A survey on Real Time Bidding advertising’ 2014) (Brian Silver, Tricia Hoff, Jennifer Thorsen, ‘Finding the right fit in a programmatic world’, Yahoo.com June 2014)
CHALLENGES WITH TRYING TO IMPLEMENT PROGRAMMATIC ADVERTISING
• Developing content and formats that continue to meet the consumer’s evolving consumption requirements
• Being able to support a sustainable monetization strategy
• Being able to offer consumers and advertisers alike a compelling experience that engages the consumer
• Being able to find employ and sustain the skilled experts needed to implement the system effectively
Brian Silver, Tricia Hoff, Jennifer Thorsen, ‘Finding the right fit in a programmatic world’, Yahoo.com June 2014
FACTORS NECESSARY FOR SUCCESSFUL PROGRAMMATIC ADVERTISING
• Having a large high quality marketplace by where to place your advertisements
• Have publishers with the skills to manage cross-screen inventory
• Being able to strictly monitor pricing
• Being able to creatively target your audience with aesthetically relevant ads for that specific target market
• It is necessary to have up to date and seamless technology in place
Brian Silver, Tricia Hoff, Jennifer Thorsen, ‘Finding the right fit in a programmatic world’, Yahoo.com June 2014
CURRENT DISPLAY ADVERTISING SYSTEM IN EUROPE
Improvedigital.com
JUST IN CASE YOU NEED ANY MORE CONVINCING OF THE ADVANTAGES OF PROGRAMMATIC FOR YOUR CORPORATION…