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Key trends in programmatic: Insights from Ad Revenue Europe
David Tiltman, Event Reports, Ad Revenue Europe, November 2013
This report examines the major issues for programmatic - the automated buying and selling of online display ads - and provides 12 predictions for programmatic in 2014.
This report examines the major issues for programmatic - the automated buying and selling of online display ads - and provides 12 predictions for programmatic in 2014. The key issues include the growing use of programmatic solutions to sell premium inventory; the fast-changing relationship between brands, agencies and tech platforms; the need for better data planning to enable smarter digital strategies; and the limitations of programmatic as a sales tool for publishers. It is unlikely that there will be any more media investment in programmatic, so growth for media owners will have to come from churn.
Programmatic Everywhere? Data, technology and the future of audience engagement
Research on Warc, A Winterberry Group white paper with IAB, November 2013
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines. It describes how programmatic buying is now being used in support of automated, auction-based digital media buying but is also growing to support a wider range in use. The report looks at the obstacles to adoption and presents five trends that are likely to define the evolution of the practice.
MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
The changing role of planners: Insights from FedEx
Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2013
This event report describes how FedEx, the American courier company, approaches its agency relationships, based on its business challenges and objectives.
This event report describes how FedEx, the American courier company, approaches its agency relationships, based on its business challenges and objectives. Budget concerns are a key issue for company and so having an agency which helps justify the marketing budget internally is helpful. Planning ahead should include allowing for the unexpected and having procedures in place to deal with negative publicity. Research has become increasingly important under budget pressures, with agency research often particularly valuable in generating new insights. The agency-client relationship at FedEx is described as being more open, with direct communication instead of silos.
From achieving video virality to optimising on the customer journey: five seconds can make all the difference
Lena Roland, Event Reports, iStrategy London, October 2013
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints.
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints. It is argued that there are seven key ingredients to achieving video virality, including telling a great story, hooking the audience in the first five seconds, and creating surprise. Brands should consider programmatic buying in order to identify and target the individual consumers who are most receptive to the brand message. The evolution of the cmo into a more technical-savvy role is also discussed, along with the need for experts to work together and avoid working in silos. The importance of the first five seconds is extended to websites, where it has been found that if a customer spends five seconds on a website, they are much likely to buy.
Unlocking the value of programmatic ads
Jo Bowman, Event Reports, AOP Autumn Conference, October 2013
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK.
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK. Alongside promising greater efficiency and targeting opportunities for brands, this system could soon transform offline media as well as online display advertising. Many media owners, however, remain sensitive that their ad rates could diminish or that agencies might "steal" their data. As such, new ways of working will be required, both to move premium inventory into the programmatic space and to build trust.
Visions of the digital future: Insights from dmexco 2013
John Davidson, Event Reports, dmexco, September 2013
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future.
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future. Another is the attempt by many brands to tap significant online “moments” – such as major sporting events – using real-time marketing on platforms like Twitter. But unless these efforts are underpinned by strong creative, they are not going to be effective, and this is an area where further development is required.
Planning for digital media
Merry Baskin, Warc Best Practice, September 2013, pp. 44-45
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign. The article argues that understanding how the campaign is intended to drive sales, what the campaign objectives are, and having reliable ways of measuring success are important. It is also key that clients understand how digital activity relates to the wider campaign. The article cautions that using digital media requires the ability to respond quickly to unexpected consumer behaviour, and to confront any negativity towards the brand.
Big Data: P&G says thank you to moms
Ashish Williams, Gary Tan and Win Huang, Admap, September 2013, pp. 28-30
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications.
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications. Big Data can deliver enhanced insight, efficiency, integration and content that connects with target consumers. The key to success is turning insights into actions, requiring a range a data sources which enable optimisation and targeting of campaigns to key consumer groups.
The future of planning (part 2): Fragmentation, real-time and 'agile' thinking
Stephen Whiteside, Warc Exclusive, August 2013
This article examines how leading American planners are seeking to overcome the challenges created by an "always on" world.
This article examines how leading American planners are seeking to overcome the challenges created by an "always on" world. It considers the current state of digital planning, and suggests that planners must keep up with new technologies and modify their own thinking as a result. Real-time strategy is one of the biggest topics under discussion, and Lee Maicon of 360i stated that "it takes a tremendous amount of preparation, planning, collaboration and coordination to in fact be timely and in the moment." In order to meet the current demands, this article suggests new skills that planners must develop and looks ahead to how agencies will change. The practitioners contributing their views were Lee Maicon, 360i, Jonathan Lee, Huge, Aki Spicer, TBWA\Chiat\Day and Michael Aaron, Engine Digital.
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