Though $6 billion is invested in targeting technologies like Demand Side Platforms (DSPs) and Data Management Platforms (DMPs), programmatic advertisers have not successfully delivered the right message for the right audience.
In order to build long-term relationships, drive brand loyalty and long-term advocacy, advertisers must provide personalized messages that truly resonate with customers.
In this video, learn about how your organization can achieve data-driven creative by activating both data and technology investments.
Though 30%, or $6 billion, of this programmatic spend is invested in targeting technologies like Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs), brands and advertisers have not yet successfully delivered on the promise of the right message for the right audience.
In fact, according to research by AppNexus, up to 97% of programmatic campaigns lack a targeted creative for each audience segment.
This means that once the ad has successfully reached their potential customers, a majority of creatives are generic and untailored. Brands and advertisers need to combat this $6 billion waste by activating their data and delivering personalized messages that truly resonate with customers.
Programmatic advertising has been one of the most transformative advancements in marketing. It has also been one of the biggest disruptors to the ad-powered internet.
Now a dominant way to sell and purchase media, programmatic advertising is expected to rise to encompass 58% of all ad spend on digital display this year. The US is the strongest programmatic market, accounting for 62% of all global programmatic ad spend.
To achieve a better ROI from their data-driven ad technologies, brands and advertisers need to leverage the audience data from their DMP, strategize creatively around it, and execute that strategy across different audiences. Victor Wong offers Thalamus his take on the current challenges and future of the programmatic creative revolution.
Though automating marketing functions typically improves efficiency and performance for digital campaigns, human intervention still plays a vital role in its success. Learn why marketers should avoid forgoing human touch entirely within programmatic advertising in the $200M automation mistake that could happen to your brand.
January is a time of reflection and prediction. In Marketing, By the Numbers, Rob Lennon offers his thoughts on the proliferation of ad blocking and what we can do to combat it.