by Rob Carson
Programmatic advertising in 2015 moved away from being just another tactic, to being a vital and strategic part of the media planning process. Both marketers and publishers have embraced the benefits and efficiencies that automated data driven ad buying brings. We take a look at some of the major developments affecting programmatic this year.
Programmatic advertising has proven the value of audience targeting. By fusing different technologies and datasets, you can find the right user at the right time, on the right screen, in the right context and for the right price. However, having made the investment to find the right user, most campaigns fall short of the right degree of personalization to glean sufficient attention!
Programmatic creative isn’t about showing the last 5 products a user abandoned at check out; it’s where creative solutions and media technologies are fused with data to make sophisticated decisions on which elements should populate the creative message.
For example, a supermarket can advertise their ice-cream products in real-time in a given geography based on the weather reaching a pre-defined temperature, or a publisher can tailor a message based on the interests of a reader and the content they like to consume – as was done with the UM’s award winning – Economist prospects campaign http://bit.ly/1Qq5cHo
Cross device media buying brings more efficiency to programmatic. Advertisers now have the ability to cap the frequency of ad exposures needed in order to subsequently reach the same user, irrespective of device. Having the need to spend less in order to re-message the same user unlocks more of the media budget, maximizing the opportunity to reach more of the similar audience. This also provides a better experience for the targeted user, as they are no longer served multiple ads across every one of their devices. This is very easy to do when using deterministic data as the owner of the data would have assigned a unique identifier which is portable across any device or browser. However, as this data is highly valuable to the owner, it’s generally not accessible outside of the closed eco-system.
Probabilistic vendors like Adbrain, Drawbridge and Tapad (recently acquired by Telenor) are helping to bridge the gap where the use of deterministic data is not an option. Their sophisticated technologies offer highly probable calculations that have allowed them to match multiple devices of a user based on geo and behavior.
A word of caution here as it’s still necessary to find out by rigorous testing, whether these platforms are using the device graphs to actually deliver across matched devices, as opposed to delivering on devices separately and reporting back on a likely user overlap!
New Channels…TV, Digital-Out-Of-Home (DOOH), Audio
As technology evolves so too are the boundaries of digital advertising, moving beyond the desktop and smart device into other mainstream channels such as TV, Digital-Out-Of-Home and Audio. Whilst some markets like the US, Australia and Mexico have already made advancements in these areas, other regions have some hurdles to jump through…but progress is being made.
Technology has changed the way TV is being consumed. People no longer need to sit in front of a fixed TV screen in the living room and can opt to stream or catch up on their favorite shows via a gaming console, smart phone or OTT devices whether at home or on the move. Sky is testing the waters with Sky AdSmart and the newly launched Sky Advance product within their closed eco-system. By matching subscriber data, TV viewing habits and online behavior, data sets are fused to decide who receives what commercial at what time. Their recent $10 million dollar investment into US DSP technology platform DataXu shows their momentum is set to continue.
Digital-Out-Of-Home media owners have started to embrace automation, but more collaboration and education is needed in order to fully unlock the efficiencies programmatic/automated DOOH can bring. As with TV media planning which is based on survey panel data, so too is planning out of home advertising. With the ability to collect, analyze and report off data collected via mobile signals e.g. GPS, WiFi, Beacons, it opens up new opportunities in how digital out of home advertising can be planned and bought.
Whether at home, on the commute to work or powering through a work-out, connected devices have made consuming audio content readily accessible. Audio advertising platforms from vendors such as Triton digital, Audioboom and AdsWizz are making it possible to serve more personalized audio and visual ads to users either when listening via instream or having downloaded a podcast.