Chief Digital and Chief Marketing Officers are enamored with all things programmatic. They tend to think of programmatic advertising as “fully automated” and “bargain display.” The reality is something very different.
Why is understanding the reality relevant to my marketing?
With the rise of native, place-based, mobile and video, it can be confusing trying to determine where to place your bets as a marketer. We’ve all read how Google has been working to rollout native programmatic and results are driving insane drops in cost-per-acquisition (CPA). The San Francisco Travel Association saw a 16x increase in hotel bookings along with a massive decrease in CPA. Just in the mobile space alone, marketers are expected to spend upwards of $15 billion programmatically, with in-app advertising being the key driver according to eMarketer. That’s a portion of the $22.39 being spent on mobile display, and more than was spent on radio, newspaper and magazine advertising combined in 2016. Programmatic is the way to reach all of your audiences regardless of channel.
Is it really all about the data?
Yes, it is, and, no, it isn’t. It’s true that you want a programmatic partnership with a company that understands data, technology and marketing automation. You also want to join forces to reach your target audience with companies that are engaged in human involvement with the data to draw conclusions on media efficiency and reducing wasted ad impressions.
Why NewBase Programmatic?
We understand how to use the years of experience of our programmatic teams to bring you better results and a higher return on your marketing investment (ROMI). Taking that expertise and automating and translating it into a transparent and unified view will power the new wave of programmatic audience insight marketing.
That’s why we developed NewBase:View, a product built on our proprietary platform, NewBase:AIM. It’s a different way to visualize analytics and insights from your data across all programmatic campaigns and turn it into a command and control console for your campaigns.
We also know how to take the data from each campaign and inform existing and future campaigns to help you reach your audience. Data insights that can only come from a company like NewBase that has the global experience with data, technology and marketing automation combined with local market expertise.
In today’s world, the way we live our lives is pervaded by the significant changes and developments in technology. Mobile penetration has reached epidemic proportions globally and consumers now rely on their mobile devices for almost everything they do.
This is Why we set out to study the implications of Creative Advertising Formats and their influence on consumer perception and Brand Metrics.
The Format Effect Series is a two-part consumer research programme based on a partnership between Publicitas, Kantar Millward Brown and Huawei’s Honor smartphone brand. The research explores the level of consumer appeal of different mobile (Part I) and video (Part II) advertising formats, and measures the impact these formats have on key brand measures. The study also evaluates how a variety of digital ad formats make consumers feel, and how they trigger different reactions and emotions.
The media and advertising service company Publicitas just revealed the results of its first annual survey that asked advertisers, agencies and publishers what they expect from the future, and what they believe the next big technology leaps should be.
Conducted globally in April 2016, their results showcase some clear differences between advertisers’ and publishers’ expectations.
Overall, industry executives across all businesses highlighted content marketing as the number one focus (from a possible 24), ranking this above anything else. The secondary priority on the list shows how advertisers and publishers differ according to the survey: Advertisers are valuing content quality and relevance next, while media owners are not deeming this important enough to even include it within their top 10; they focus more on delivering creative ad formats in a personalized way.
Marketing Priority Ranking by Media Sector (Top 5)
Interestingly, even though ad blocking is still a hotly debated topic in the media, it is not a main concern for the industry. Global marketers across all sectors believe that making content more insightful and relevant will help dilute the trend. In total, 81% of the global marketers surveyed agreed that providing relevant content will help to prevent ad blocking.
Almost all 672 participants approved that developments in mobile technology, and the power of mobile devices respectively, will most likely influence their business in the next 12 months.
Most interestingly, ‘mobile video” has been mentioned only tertiary by agencies, while publishers even put it only on the fourth place, while advertisers did not seem to see the need at all for the “mobile video’ trend.
At least, there is interest in immersive technologies – such as virtual and augmented reality technology – and a clear feeling that both will impact their business in the immediate future. In fact, 70% agree that Virtual Reality (VR) will drive the next technology revolution.
Since consumers adopting new technologies at a faster rate than ever before, global marketers will need to step it up to keep up with demand, Publicitas emphasized, pointing out that more than 80% of advertisers and agency executives expect to increase spend on mobile and an array of digital formats in the next 12 months.
At present, 86% agree that ‘technology change is increasing at a faster pace than their ability to track it’. A higher proportion of publishers and agency marketers strongly agree with this statement (46% and 45% respectively), compared to client-side marketers (36%).
Andy Vogel, Global Head of Digital Product, Publicitas, comments: “Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realized if the application and monetization models are in place to move these mainstream. It will be interesting to carry out this survey in another year, compare the priorities and industry problems, and see if by using engaging content and the latest technologies we are any closer to aligning businesses with consumer expectations and needs.”
Publicitas’ research proves that investment in digital data-driven advertising will continue and that content marketing consolidates its position as the number one marketing priority among global marketers in 2016, as they strive to target consumers with relevant and engaging content in what is proving to be a year of consumer-led marketing.
“As global marketers continue to define the cross-device consumer journey, the media industry must grapple with the changing ways in which content is accessed, produced and distributed, with a clear goal in mind – to connect a buyer with a seller, using relevant content as efficiently as possible. The new technologies and toolsets available to marketing are making it easier to reach consumers with relevant messages in the right formats, and at the right time. However, it becomes essential for publishers, agencies and advertisers to better utilize these tools and improve the delivery of relevant content that fits evolving media formats, and aligns with consumer needs”, Publicitas concludes.
Get more details by reading the whitepaper: http://publicitas.com/fileadmin/uploads/global/Publicitas_Marketing_Priorities_2016_Whitepaper.pdf.