programmatic

The Process of Making Digital Ads Is Gradually Starting to Become More ‘Programmatic’ via WSJ

  • Posted: January 9, 2017

Some marketers are pushing out thousands of custom creative messages for single campaigns.

Could the concept of “programmatic creative” finally be having a moment? While billions have been invested over the past decade or so in startups touting software that promises to deliver the right ad to the right person at the right time, it’s fair to say that the majority of that investment in so-called “programmatic” advertising has focused on ad buying and targeting–and less on the actual making of ads.

The way these firms operate varies, but their promises are similar. Instead of just helping marketers target a digital ad to a person at the right moment, they provide software and tools that allow for custom ads to be built in real time.

Creating ads, even digital ones, is still primarily the domain of people.

Access full article from WSJ

“Watchouts with Programmatic Buying” – Dstillery

  • Posted: May 26, 2016

 

Optimization and measurement remain challenging primarily because the actions worth measuring (e.g., product purchase) often are exceedingly rare, not measurable at all, or only partially traceable to the digital identity of the consumer who was exposed to the ad.

As a result, we look for suitable alternative/proxy target variables when data on the true objective is in short supply or even completely nonexistent. In previous research we asked ourselves “is click the right proxy for evaluation and optimization of display advertising campaigns where the ultimate goal is purchase?”

In this research, we asked – “why is the click not a good proxy?”

For more information visit Audience Measurement

“The Daily Show with Trevor Noah: Meet Your Target” – Comedy Central and a Trio of Visuals

  • Posted: May 10, 2016

When it was announced that Jon Stewart was departing The Daily Show, to be replaced by a relatively unknown bi-racial South African comedian, Comedy Central was faced with the challenge of keeping the core base of viewers while broadening the show’s appeal to bring in a new, younger, and more multicultural generation of fans.  

Additionally, Comedy Central sought to extend the show’s relationship with fans beyond the television to everywhere else people are consuming video content and interacting with the objects of their fandom.

We joined forces with the network’s marketing team, and ultimately developed a target audience of potential viewers, dubbed “Progressive-Minded News Consumers.” The methodology, results and implications will be presented at the conference.

A TRIO OF VISUALS

 

Social Media

Courtesy of HocusFocus (source: e-Marketer)

sm-chart

 

Local Broadcast

Courtesy of HocusFocus (source: Broadcasting & Cable)

Largest US TV station groups – including US coverage, markets and overall number of stations.

tv-table

 

Multi-Platform

Courtesy of Bloomberg (source: comScore interview)

This visual illustrates the challenging issue of double-counting cross-platform viewership. Examining only four devices requires isolating 13 different viewership segments (see below).

Of course this gets more complicated when additional devices become available.

duplicating-chart

 

Majority of European Video Buyers Use Programmatic, AOL Report Finds

  • Posted: November 30, 2015

According to AOL’s “2015 European State of Video Industry” report, 98% of video buyers surveyed in European markets buy digital video programmatically. On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models.

AOL, working with Advertiser Perceptions, collected quantitative data on digital video from 411 brands, agencies and publishers in the U.K., France, the Netherlands and Germany.

Among the findings of this report:

-Mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year.

-42% of advertisers surveyed said they buy digital video directly from publishers.

-48% of advertisers said they’d brought programmatic video-buying capabilities in-house, and 47% said they planned to do so in the next year.

This report included the varying concerns of buyers and sellers concerning programmatic digital video.

Buyers: Need to integrate into existing process and systems and an inability to access premium inventory at scale.

Publishers: Perceived risk of the commoditization of content, a lack of existing process and systems, and a lack of expertise.

Both buyers and sellers surveyed cited viewability issues and fraud scores as important when measuring campaign performance.

See all 5 Cups articles.

 

Despite Obstacles, Programmatic Video Advertising Maturation Advances

  • Posted: October 19, 2015

The adoption of programmatic video advertising is expected to grow rapidly over the next 24 months, according to this article, which summarizes some of the conclusions from the eMarketer report, “Programmatic Video Advertising: Poised for Rapid Growth Despite ‘Premium’ Holdouts.”

 

  

 

Programmatic ad dollars will account for only 39% of total US video ad spending this year.  However, growth is expected as a result of better ad quality and an increase in premium inventory.  Current concerns with audience identification, targeting and measurement also need to be resolved.

This article presents eMarketer’s forecast of a triple-digit jump in US programmatic video ad spending in 2015 and a further 84.5% increase in 2016.  By 2017 the portion of programmatic digital video ad dollars will move closer to the broader average for programmatic activity (72%), accounting for 65%, or $7.43 billion.

See all 5 Cups articles.

 

 

 

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