Although the mass adoption of smartphones encouraged fears that they’ll make shoppers more informed and less loyal, brands today actually have an ideal opportunity to gain loyalty from customers using mobile.
While loyalty may not be a realistic goal for most brands, habitual purchase is quite common – many shoppers buy the same brand for a long period of time. So, how can mobile help brands in their quest for shoppers? Mobile can be used to place offers, communicate and reward shoppers in a more convenient and efficient way.
Mobile is the personal and constant companion of shoppers, and that’s why it is an opportunity for them to engage with brands when and where they want. What’s more, mobile offers and communication are targeted at individual shoppers based on previous purchases, and this is the chance for brands to serve relevant messages and encourage potential consumers to trial and buy.
Recruiting creative talent is critical to the future of programmatic
The programmatic shift in the display environment is hard to miss as its technology has been increasingly adopted by marketers. Just as everyone got comfortable with programmatic, a new shift is on the way – native programmatic, using data in real time to place relevant ads in relevant contexts.
The impact of this will be felt all over the industry, with predictions for growth of content marketing and native ad budgets by 2017. The industry has to do 2 things – improve the skills of existing employees and modify the relationship with brands.
This may lead to the emergence of creative planners – professionals involved in content and capable of reaching out to brands. Of course, this requires a major shift in the operations within the industry.
Does More Programmatic Buying Equal Less Viewability? The View From Three Countries
In Germany and France, in the second quarter of 2015, 64% and 62% of display ads were viewable. The stats for the U.K. for the second quarter of this year, on the other hand, show 49% viewability.
Regarding the industry norm for viewability, a display ad is considered “viewable” if at least half the pixels are in view on a consumer’s screen for at least one second.
Despite some concerns regarding viewability, programmatic continues to grow thanks to the better targeting, which makes it more cost-effective. The Interactive Advertising Bureau (IAB) predicts that 70% to 80% of ads will be bought programmatically in the U.K. by 2018.