Programmatic ad Buying for DummiesAdvertising program for dummies
An introductory manual for programmatic medias
No clear uniform notion of programmatic mediums exists. Often the word is slung around as humans abuse "large amounts of data". "Programmatically, an ability is not a canal, and so it can be used as a conceptual tool on much more than just displays. Programming technologies will soon be deployed at most of the points of contact where brand names are interacting with their customers.
Mr John Nardone, President and CEO of[x+1], has described programmatic programming across our business as "real-time tools, policies and algorithmic to help us automatically deliver data-driven, focused and engaging consumer experience. "This wide delineation begins to describe what a truly programmatic approaches to mass communication is. Here there is a trilogy of tech, agent and customer working with a single information storage device to serve each canal.
In practice, this means that we have to think about how we can support everything we do with technologies and people. Real programmatic shopping is when a store has full control over its information and can reuse it across a number of different ways, from purchased to possessed to earned. Think about how we can use that audio across different canals and purchases, and think about delivering relevance to those places, not just advertisements.
One of the greatest changes will occur in the near future when it comes to programmatic medias moving from pure hopper or acquisitions to a stronger application to brands and awareness-raising promotion. Currently, most programmatic medias are purchased and traded on open stock markets with RTB (real-time bidding).
Often this means that there is a shortage of transparence and thus of monitoring when buying. In the past, RTB has been associated with the remainder, as the IAB noted in its recent programmatic outlook. Poor visibility and dubious inventories are an acceptably high level of risks when you concentrate on optimizing your converting efficiencies at the cost of creative power and controls, but less when you try to establish a franchise.
However, a major shift is emerging. eMarketer forecasts that by 2016 what they call "programmatically direct" will have almost the same degree of penetration as RTB, and that consumer markets will increase to more than one-third of the RTB trading methodology, with open markets accounting for the remainder of two-thirds.
RTB's previous automated mechanism is now applying to the ad buying cycle. Immediate or guarantee purchases, which are not real-time bids or auctions, give advertisers more visibility while maintaining the agility of the algorithms and event-driven approaches. Such changes will provide more possibilities for brands and awareness-raising initiatives and more creative thinking, as program-controlled activated customized placement and unit are increasingly used in program-controlled live and home markets.
In this new, more imaginative environment, the importance of videos and mobiles is set to grow as the eMarketer says that the portable overhaul desk will reduce US expenditure on programmatic advertising on displays by 2015. Poor visibility and visibility of advertising are small problems in comparison to scams. Reportedly, up to 50 per cent of ad imprints could be bottle scams, with an above-average frequency of scheduled RTB purchases.
ANA' s recommendation is to promote only during the wake times in each timezone, as dot scams are higher between 12:00 and 8:00 in the morning, and to rule out IE6 and IE7 images from your purchases, as these also lie above index on robots. A further major obstacle that the sector must surmount in order to reach the forecasted rate of expansion is how to program delivery of effective customized creations pertinent to different target groups in different locations on a scale that still delivers a high ROI.
Enterprises that work best between creativity, mediums and technologies will achieve the best results. Customers and agents must think long-term in the years to come. Eliminate shortcuts to rapid success and make investments in technologies. Secure full control over your own information and demand more visibility into programmatic purchases.
Build a triangular customer, agent, and technological paradigm to enhance objectivity and leverage information across multichannels, even off-line. Publishers should have the skills to provide their customers with advice on different programmatic strategies, from straight to consumer to open markets, and when and how to use them.
Create bureaus should educate employees in programmatic tools to foster creativeness and new thinking using the technologies.