programmatic display - Greenlight Digital

Director of Paid Media. 24-26. PROGRAMMATIC. NATIVE ADVERTISING. BY CALLEN JOHNSON. Display Executive. PROGRAMMATIC. DISPLAY: A HOTSPOT. FOR INNOVATION. 6-8. BY INA ARENS. Head of Display. BEYOND BIG DATA: FROM A DATA-LED TO A DATA-FIRST. APPROACH IN PROGRAMMATIC. 20-23.
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M A RC H 2017 Programmatic Display

PROGRAMMATIC DISPLAY DRIVING EFFICIENCY, IMMEDIACY AND CONTROL

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CONTENTS 4-5

6-8

PROGRAMMATIC DISPLAY AND THE STATE OF THE INDUSTRY

PROGRAMMATIC DISPLAY: A HOTSPOT FOR INNOVATION

BY HANNAH KIMUYU Director of Paid Media

BY INA ARENS Head of Display

9-11

12-14

THE CHALLENGE OF ATTRIBUTION IN A GROWING MARKET BY LIZZY LAKRA Senior Strategist

16-19

THE FUTURE OF AD BUYING

HOW HAVING A WIDER DATA STRATEGY CAN INFLUENCE AND IMPROVE PROGRAMMATIC BUYS

BY SIMON CLAASSEN Senior Media Trader

BY WOJCIECH BEDNARZ Data & Insights Senior Strategy Manager

24-26

20-23 BEYOND BIG DATA: FROM A DATA-LED TO A DATA-FIRST APPROACH IN PROGRAMMATIC

PROGRAMMATIC NATIVE ADVERTISING

BY BECKY POTTER Junior Display Planner Buyer

BY CALLEN JOHNSON Display Executive

www.greenlightdigital.com |  +44 (0)20 7253 7000

3

4

www.greenlightdigital.com |  +44 (0)20 7253 7000

PROGRAMMATIC DISPLAY AND THE STATE OF THE INDUSTRY HANNAH KIMUYU, DIRECTOR OF PAID MEDIA

It’s important to highlight the

viewability, mobile and attribution.

Being able to buy and sell media

significant impact programmatic

Despite the positive developments

in real-time means we can finally

buying is having on the industry. Not

and endless opportunities,

deliver a personalised experience,

only is its growth set to overtake

programmatic trading still comes

with innovation now sitting at the

other digital channels by close of

with its own set of challenges: 30%

heart of programmatic. Whether

2017 – nearly 60% of all advertising

of ads sit next to violent content,

that be in the form of new engaging

spend is currently being spent on

7.1% of ad impressions are still

ad formats – mobile now being the

programmatic channels – but year-

fraudulent and 46% of display ads

dominant device – or bridging the

on-year spend is also set to increase

are out of view . Market leaders in

gap between offline and online

by 30%+ .

brand safety and viewability such as

with digital-out-of-home (DOOH),

Integral Ad Science are part of the

it’s fair to say programmatic trading

The evolution of programmatic

solution – but the core responsibility

has gone from being a buzzword

trading is probably one of the

sits with agencies and brands,

to actually changing the digital

biggest and most significant

who need to raise the bar and get

landscape.

changes within the digital space.

better at ensuring transparency and

For many digital marketers, it’s

brand safety is at the heart of their

been a