programmatic display a hotspot for innovation - Greenlight Digital

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data intelligence and in an automated fashion, the more advertisers and publishers ... from a wide array of data signals
PROGRAMMATIC DISPLAY

MARCH 2017 Programmatic Display

DRIVING EFFICIENCY, IMMEDIACY AND CONTROL

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PROGRAMMATIC DISPLAY A HOTSPOT FOR INNOVATION

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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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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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