The Accordant Media “Programmatic Media Market Pulse: Q1 2016” report shows that programmatic advertising continues to grow worldwide. Programmatic auction volume increased by 151% year-over-year, while mobile ad units now account for a larger percentage of the programmatic marketplace. Additionally, the report’s Spotlight section showcases the link between digital ads and offline sales, revealing a 55% lift in sales among users exposed to online ads. More
5 Tips For Executing Cross-Device Targeting
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Cross-device programmatic advertising is expected to grow out of its infancy stage this year, as the technology and data capabilities give marketers more changes than ever to target consumers on multiple devices.
Programmatic digital display ad spending in the U.S. is expected by eMarketer to increase to $21.55 billion this year, up from $15.43 billion last year. And with the rapid growth projected to continue to total $26.78 billion in 2017, brands hoping to get an edge with consumers–and with the competition–need to consider not just what they want their strategy to be but how they want to executive it effectively.
Here are five tips programmatic advertising executives said marketers should consider when putting together a cross-device programmatic strategy:
1. Creativity matters
Don’t repurpose promos across devices–use dedicated creative to generate engagement, said Accordant Media CEO Arthur Muldoon.
“Different devices offer different opportunities for creative design and audience engagement,” Muldoon said. “Don’t expect a single creative to do the job across all devices. Experiment, test and optimize creative.” More...
Multi-Segment, Multi-Market Optimization
An online education company needed a centralized, audience-based buying approach across hundreds of degree programs and several buying channels, including significant direct-bought placements. Its previous fragmented direct strategy was data-sparse, offering few actionable insights.
Accordant Media's Audience Audit technology provided valuable insights into key areas of audience commonality between degree programs, streamlining hundreds of targets into < 15 unique profiles.
Targeting against these profiles, Accordant efficiently migrated ad delivery method away from less-efficient direct buying to a mixed approach, including real-time bidding in the open market and programmatic premium deals to test what performed most efficiently. Data from RTB buys provided actionable insights which were then used to continue to optimize the campaign More...
Thought Leadership for #Smart Advertising
Getting Butts In Seats And Heads In Beds
According to eMarketer, the travel industry is the category most heavily focused on direct response advertising. With 72% of total budgets allocated to transactional DR tactics, travel marketers are focused on advertising performance and how to make their media investments work harder. More...
Robots in Marketing are Great, But Humans Still Need to Chaperone
While machines are increasingly important and useful in achieving efficiency and efficacy in digital advertising, marketers should still hold human beings accountable for their programmatic media and marketing automation plans. Only humans possess the instinct to do the particularly subjective risk/reward assessments that can lead to marketing brilliance. Robots are incapable of such behavior. More...
Programmatic Media Can Transform Local Marketing
As programmatic has grown from pre-concept to fringe movement to mainstream, much of the focus has been on its impact on audience targeting. While the ability to segment unique audiences independent of context is an extraordinary benefit, programmatic's automation also creates a new ability to streamline complicated tactical challenges. And nowhere are there greater challenges than in the local arena. More...