3. http://www.marketingtechnews.net/news/2016/oct/12/mobile-display-ad-spend- ... mobile programmatic advertising â ..
PROGRAMMATIC DISPLAY
MARCH 2017 Programmatic Display
DRIVING EFFICIENCY, IMMEDIACY AND CONTROL
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PROGRAMMATIC DISPLAY A HOTSPOT FOR INNOVATION
www.greenlightdigital.com
www.greenlightdigital.com | +44 (0)20 7253 7000
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Programmatic Display
INA ARENS, HEAD OF DISPLAY
According to forecasts undertaken
of digital is not just growing, but
by media agency Zenith, growth
very much carving out an important
in programmatic trading of digital
space in the digital landscape. As
display ads will overtake all
such, more and more publishers are
other digital channels in 2017 .
seeing the advantages of managing
Furthermore, the report states that
yield through programmatic display
programmatic ad spend will rise
while many established brands
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from 51% in 2016 to 58% in 2017 .
are also realising the potential of
So, one thing is clear: nearly 60%
communicating with their audience
of all advertising spend will be
this way, marking a clear preference
traded programmatically, which is
for programmatic display ads.
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a testament to how fast this area
“As more and more ad units are traded based on data intelligence and in an automated fashion, the more advertisers and publishers have to innovate the ways in which they talk to end consumers.”
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www.greenlightdigital.com | +44 (0)20 7253 7000
Programmatic Display
WHAT DOES THIS MEAN? This rise in ad spend is the perfect breeding ground for innovation. As more and more ad units are traded based on data intelligence and in an automated fashion, the more advertisers and publishers have to innovate the ways in which they talk to end consumers. Today’s digitalsavvy generation doesn’t care for irrelevant banners and banners with high frequencies; thus, data-driven creative will be as important as ever in 2017. Advertisers can choose from a wide array of data signals such as site analytics and CRM data as well as audience and contextual insights to inform their creative strategy. The end goal must be a more bespoke creative that’s geared towards the individual consumer after each impression. Once creative has achieved that, publishers will begin to trade even larger amounts of their inventory programmatically, which will, in turn, open up more inventory for advertisers to bid on and consequently secure the steady growth of this industry over the next few years.
AND WHAT ABOUT
funnel. Thanks to advancements
MOBILE?
in attribution and cross-device measurement, we’ve been able to
Mobile will be another important
account for the influence mobile
area for innovation; consumers are
has at every stage of the consumer
spending a staggering 43% of their
purchasing journey. Our advice since
online time on mobile devices .
then has been for advertisers to
For them, it’s all about consuming
put more ad spend behind mobile
their favourite content where they
and to create a dedicated mobile
want and when they want. In 2017,
strategy, supported by results we’ve
advertisers will continue to make
seen for some of our retail clients
the most of mobile’s potential but
who’ve achieved up to 40% of sales
also need to face the challenges of
via mobile.
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mobile programmatic advertising – with so-called ‘fat thumbs’ resulting
What remains to be seen is how
in accidental clicks and intrusive
other European markets take up
creative being just some of them.
programmatic. The UK is still the
Publishers and networks will have
most advanced market – a market
to continue to innovate creative ad
that really pushes ad tech companies
formats that are less intrusive yet
to continuously innovate. One has to
engaging at the same time. While
wonder how fast the likes of France,
there’s still room to innovate, we’ve
Germany and the Netherlands will
seen some great improvements over
grow as they take on all the creative
the past few years, ranging from
ad tech innovations that the UK is
user-initiated ads to ads that make
already utilising. That being said, the
full use of mobile’s 3D, haptic, gyro
seeds of change have been planted
and touch capabilities.
and we’re seeing some very exciting advancements shape programmatic
We’ve also seen how mobile can
display, with its growth set to
be successful beyond an awareness
continue increasing in the years to
strategy, all the way down to the
come.
acquisition phase of the user
1. https://www.zenithmedia.com/%EF%BB%BF%EF%BB%BF%EF%BB%BFprogrammatic-ads-grow-31-2017-ahead-channels/ 2. https://www.zenithmedia.com/%EF%BB%BF%EF%BB%BF%EF%BB%BFprogrammatic-ads-grow-31-2017-ahead-channels/ 3. http://www.marketingtechnews.net/news/2016/oct/12/mobile-display-ad-spend-overtakes-pc-and-tablet-first-time-iab-says/
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