The fusion of programmatic media and advanced marketing technologies have dramatically impacted the online advertising landscape, accounting for users’ behavior and geolocation to determine which ads are served.
The technologies that exist today are capable of synchronizing television viewership data with pre-roll digital video ads across all devices, or can intuitively serve ads to a user based on the weather of their geolocation. Targeted automation can also use intelligence to determine the most cost efficient ad placement. For example, modern marketing technology assesses an online user’s proclivity for reading Forbes and a lesser known business blog, and will then serve that user an ad on the less expensive business blog rather than Forbes.
When programmatic inventory was first introduced, it was associated with being lesser quality. Now, conglomerate brands, such as Target, Walmart and Amazon, are recognizing the value and efficiencies of programmatic instead of viewing it as an outsourced advertising functionality. Below we discuss how brands are leveraging programmatic media.
According to DigiDay.com, Target has leveraged its compilation of customer data and has “developed an in-house data-management platform and formed direct relationships with demand-side vendors” to execute their private marketplace, ‘Target Guest Access,’ for supplier brands. Upon analyzing the demographics of consumers who had purchased an allergy relief product at a Target store, Target was then able to granularly target nine different audience segments, ultimately increasing sales by 40 percent.
In 2016, the industry experienced the convergence of the programmatic infrastructure with the rich opportunities of customer relations management (CRM), public relations and content marketing – ostensibly attributed to the dynamism of mobile, social and digital consumption. With so many touchpoints, the vitality of a brand is contingent upon its resilience across all communication channels, including digital, traditional, products/services and even employee-consumer interactions. These data sets are aggregated and stored in data-management platforms that document each consumer’s transactional and behavioral information
For the first time, brands can cohesively express their message across the comprehensive customer experience using a programmatic framework, reaching online users anywhere, at any time and with the right message.