programmatic display a hotspot for innovation - Greenlight Digital

data intelligence and in an automated fashion, the more advertisers and publishers ... from a wide array of data signals such as site analytics and CRM data.
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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 acc