Programmatic Pioneers: The State of Programmatic

Programmatic advertising has grown quickly in the digital marketing space over the past few years. eMarketer estimates that programmatic display ad spend will reach $33 billion this year and will hit $46 billion in 2019.

The promise of programmatic is that it makes advertising more targeted and relevant, therefore making media buying more efficient. Using technology and data to automate media buying, makes it easier for a brand to reach its target audience with relevant and personalized messaging.

By partnering with a knowledgeable programmatic advertising agency like Just Media, brands can maintain better control over their ad spend and performance with fewer resources, ultimately leading to better efficiency. Below are a few differentiators that allow us to continue being programmatic pioneers in the industry.

Media Agnostic

As an advertiser, you have the right to ask whether your agency partner will work only in your best interest and provide agnostic view of partners and supply sources. As an agency that guides advertisers in the media buying process, Just Media is dedicated to maximizing our advertiser’s goals. We take an unbiased approach towards our partnered DSPs and inventory sources. Our advertisers have full control over If there’s a supply source they’d prefer to buy or not to buy from. Just Media partners with several DSPs which has proven advantageous for brands that want to reach their audience through a mix of strategies that support upper to lower funnel reach.  Driving great results is both the point of and the proof of being media agnostic.

Emerging Ad Formats 

Advertisers continue looking for a way to set themselves apart from the pack. And the ever-evolving programmatic marketing landscape allows plenty of opportunities for personalization as well as creating a positive and memorable brand experience. The ubiquity of smart connected devices from smart cars to TVs and speakers has sparked a number of marketing opportunities from emerging ad formats within audio, podcasts, and Connected TV.

As a small but nimble agency, we’ve already seen success with programmatic Digital Out of Home (DOOH), which aims to target commuters via screens in elevators, billboards, or taxis.  This has created yet another opportunity for audience extension and cross-device targeting. In DOOH, buyers follow the movement patterns of aggregate groups of people along their daily routines to target a mass audience.  Because of this, mobile location data is critical for planning, targeting and measurement in DOOH.  Digital out-of-home is projected to grow almost 12% in spend by 2020 – faster than any other traditional media.

AI within Real-Time Optimization

Real-Time Optimization is becoming an important component for the success of any programmatic advertising campaign.

It allows advertisers to refine targeting and buying strategies to achieve stronger performance. In the world of Real-Time Bidding (RTB), Real-Time Optimization (RTO) is the key differentiator between good results and outstanding performance.

The automated systems which provide Real-Time Optimization involve Artificial Intelligence (AI) and massive amount of data processing to configure the most agile tactics for bidding. At Just Media, we recognize that a live advertising campaign requires constant attention. We partner with AI engines which seamlessly automate the RTO process, making it possible for our media buys to react in real time to the tiniest changes of a campaign’s performance.  Making informative decisions in a matter of swift seconds, is the core function of AI engines. They help unravel the path to conversion and choose the correct person to target, the most appropriate price of the bid, and the most relevant time to place the offer with precision and speed; far outreaching human capabilities. This is an immensely helpful piece of information for any advertising campaign since RTO allows the much-needed ongoing evaluation of consumer data, market behavior and bidding metrics to empower the campaign’s progress.

As we move into the second decade of programmatic, the way we leverage big data and AI will remain the foundation of success.  Emerging ad formats will continue to rise and allow advertisers to test results as compared to mobile or display. The brands that win will go beyond cost efficiency to focus on leveraging their data to tell relevant stories to their customers. Ultimately, a better customer experience is something every marketer should be focused on in a constantly connected world.

 

 

S A M I R A  J U D E H – G O N Z A L E Z
Programmatic Director

 

References:

http://mandmglobal.com/how-to-choose-a-media-agnostic-demand-side-platform/

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Posted on June 6, 2018 in Samira Judeh-Gonzalez

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