Programmatic advertising has become a “buzz word” with a variety of explanations and definitions. However, in essence, it can be categorised as the automation of buying and selling digital ads.
The automation uses data, intelligence and technology to identify relevant consumers and deliver highly relevant content. Programmatic allows advertisers to target their campaigns and evaluate the aspects that are working best, e.g. geographic location, time of day, audience segments etc.
According to a recent IAB Europe survey of over 1,000 advertisers, agencies and publishers; over 90% say they will increase their programmatic investment or revenue over the next 12 months and 40% expect an increase of more than a third.
Programmatic advertising represents a trend away from traditional marketing campaigns. Publishers and advertisers need to follow where the audiences are and this is becoming increasingly digital and mobile in particular.
High quality video that brands want to be associated with, is critical and some publishers are finding such inventory limited.
As consumer behavior is changing with regard to how video content is consumed, companies such as SpotX, a video inventory management platform, are launching new ways of streaming video adverts – for example… In-Content Ad Units.
Content and Campaigns
The phrase “Content is King” can be overused – but it is definitely true when considering the recent trends of how consumers interact with brands.
According to Cedric Dias, head of digital marketing for OCBC Bank , marketing has moved from product era to marketing era to what is now known as the relationship era.
Rather than investing in one major campaign, brands can create many small touch points of valuable content. This will allow them to engage the consumer at various times along the journey, rather than providing all the information at one time.
Programmatic can bring efficiencies to the ad buying/selling process, however there is also the need for further learning and education by the various stakeholders. While new and possibly daunting for many marketers, programmatic buying drastically improves a brand’s ad targeting capabilities and is kind to budgets by optimising marketing spend. Not only is it here to stay, but it is fast becoming the future of marketing and video will be a significant part of this trend
According to research firm eMarketer, programmatic is the new norm for display ad spend, as UK budgets near £2.5bn.
To find out more about how we can help with your video content requirements, please contact us.