Big event marketing: Programmatic drives retail sales

This article assesses the impact of programmatic buying on Black Friday 2014, finding that it increased ROI.

Big event marketing: Programmatic drives retail sales

James AitkenThe Exchange Lab

Programmatic is essential around big retail events, such as Black Friday, to allow campaigns to be continually adjusted to match unpredictable consumer behaviour.

Big event marketing

This article is part of a collection of articles on big event marketing. Read more.

Coca-Cola 'Happiness Flag': the campaign was successful because consumers were the content

Seasonal events are proving extremely effective for advertisers that embrace the benefits of a programmatic approach to buying media. Along with traditional calendar events such as Christmas, the World Cup, and Valentine's Day,...

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