With content proliferation and expansion of multi-device and multi-media, breaking ads through to viewers seems harder than ever. It becomes even more difficult for industry players to grab user attention since it increasingly shifts and depends on many factors. The industry poses a lot of challenges, so communications must traverse to be successful, specifically in being linked to the brand, communicating a message, shifting attitudes and enforcing persuasion and action.
Even though there isn’t a single unified pattern for ads that break through, there are several best practices that have emerged over the years. The fact is, digital advertising has raised the breakthrough bar to a considerable height, but at the same time it has also been offering the potential for advertising that goes beyond the breakthrough challenge. The new norm is advertising that people want to seek and share.
Seek and share ads
How has display advertising evolved and moved into this particular category? And what are the key characteristics of ads that people are excited to seek and share with their friends?
Which Data Sets and Sectors are Driving Programmatic Forward?
As expected, we’re witnessing an ongoing rise in programmatic budgets. And how can programmatic ad buying be defined? If it’s the engine, while audience data is the fuel empowering it. Why is this the case? Because it enables brands to connect with their consumers as human beings.
So, what’s the news? With programmatic, advertisers now have the opportunity to make the most use out of audience data to get context and relevancy as the core of their communication with consumers. In other words, programmatic campaigns will be only good as the data driving them.
What data are advertisers buying? What audiences do they want to target? Which verticals show the biggest growth for audience data?
Sociodemographic data reigns supreme
Statistics show that the European data market almost tripled in value in the last quarter of 2015, with 154% growth. Over half of data consumed in the UK for the last year was sociodemographic, as it consistently outperformed other data sets such as B2B, purchase intent, interest, and other. From this, it’s clear that sociodemographic is the most trusted form of data for advertisers on a global scale, with half of the data purchased. However, over the year, there were advertisers who started experimenting with different data sets.
Will everything be programmatic?
The growth of programmatic is undeniably present, growing, and expected to reach even more channels in the future. What exactly are the predictions for the following 5 years? And what are the possible outcomes advertisers can expect?
The industry has come a long way from where it was less that ten years ago. Programmatic advertising back then was quite different; namely, there was a heavy skepticism around it, and it was seen as a tool for low-quality inventory, with little or no optimization in the toolsets available.
From the humble beginnings, as a solution for unsold inventory, programmatic today is an essential tool within the digital strategy of brands, agencies, and companies of any size.
From its beginnings as a solution for unsold inventory, programmatic is now an essential digital strategy for brands as well as direct response advertisers. How has programmatic come such a long way to become what it is today?