Amante Inc
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With the help of intelligent automation marketers can use a huge amount of data that users spread across digital channels.
PricewaterhouseCoopers, an international network of companies offering professional services in the field of consulting and audit, recently published the results of the study Global Entertainment and Media Outlook 2014-18, which analyzed on what the consumers and advertisers spend their "media dollars." The report said that online advertising will become the largest segment, the volume of which will grow to 194.5 billion dollars in 2018. Mobile ads will overtake the classified ads on all indicators, too, and video ads will show accelerated annual growth rate, which will amount to 23.8%. Such changes are very welcome, but in order to benefit from mobile and video trends we need further improvements in the understanding of the audience.
The report notes that advertisers are increasingly turning to programmatic and native ads to improve the efficiency of display advertising. This is a new trend that is only beginning to conquer the market. However, forward-thinking brands, publishers and right holders who use this intellectual approach, reap good ROI and increase their advertising revenue.
So why is programmatic becoming so important? Consumers distribute more content than it has ever been through a variety of digital channels and billions of data points. And all this happens in a matter of milliseconds. But this should not scare marketers. In fact, it's a great opportunity to improve the targeting and scale. The processing of large amounts of data must be intelligently automated. Complicated algorithms make it possible to understand the characteristics of the audience, analyze consumer behavior and gain access to previously unavailable form of business intelligence that helps brands to fully explore their customers, increase transparency, and more.
Until now, many market players who took programmatic, continue to use this technology one-dimensionally in RTB mode. This is misperception of programmatic: the concept of "real time bidding" is simply the practice of buying and selling of advertising impressions on the open market using the auction model. In theory, this technology allows brands to buy and sell the display advertising on the Internet in real time, showing ads to users. However, in this case, the result depends on the information you entered, and how you use the data. How often do you see ads offering to buy shoes or a train ticket after you have already made a purchase? RTB is an important component of programmatic, which allows brands to collect, evaluate and optimize all forms of digital content and media advertising, demonstrating strictly-targeted ads on all channels. After that, marketers can identify the customers in real time, in the right place and at the right device - this is the tool that allows them to maintain existing and attract new customers.
Few people know, but starting to think programmatically, you can overcome such a critical trend as "dark social". Contrary to popular belief, such social platforms as Twitter and Facebook are not the main ways of content distribution - they accounted only 25% shares. The remaining 75% are owned by "dark social", which has no referrer-data - information that your browser sends to the server when you click on a link from one site to another. This means that advertisers can not track through which ways you came to their websites. Basically it is connected with e-mails, instant messaging, and when someone comes from a protected site to an unprotected one. In essence, this huge pool of potential customers is invisible to most analytical programs and is therefore not available to marketers. In order to ensure more effective monitoring of distributed content, you need to declare war to "dark social."
In short, using algorithmic buying marketers can find the points of contact between the content, audience and media buying to provide brands with access to their potential customers. This is an extremely powerful asset for advertisers. PricewaterhouseCoopers Inc. once again reaffirmed the need to invest in programmatic. Companies that implement these practices, will have a significant competitive advantage and will be able to establish a stable contact with fragmented audiences, creating new sources of income.
PricewaterhouseCoopers, an international network of companies offering professional services in the field of consulting and audit, recently published the results of the study Global Entertainment and Media Outlook 2014-18, which analyzed on what the consumers and advertisers spend their "media dollars." The report said that online advertising will become the largest segment, the volume of which will grow to 194.5 billion dollars in 2018. Mobile ads will overtake the classified ads on all indicators, too, and video ads will show accelerated annual growth rate, which will amount to 23.8%. Such changes are very welcome, but in order to benefit from mobile and video trends we need further improvements in the understanding of the audience.
The report notes that advertisers are increasingly turning to programmatic and native ads to improve the efficiency of display advertising. This is a new trend that is only beginning to conquer the market. However, forward-thinking brands, publishers and right holders who use this intellectual approach, reap good ROI and increase their advertising revenue.
So why is programmatic becoming so important? Consumers distribute more content than it has ever been through a variety of digital channels and billions of data points. And all this happens in a matter of milliseconds. But this should not scare marketers. In fact, it's a great opportunity to improve the targeting and scale. The processing of large amounts of data must be intelligently automated. Complicated algorithms make it possible to understand the characteristics of the audience, analyze consumer behavior and gain access to previously unavailable form of business intelligence that helps brands to fully explore their customers, increase transparency, and more.
Until now, many market players who took programmatic, continue to use this technology one-dimensionally in RTB mode. This is misperception of programmatic: the concept of "real time bidding" is simply the practice of buying and selling of advertising impressions on the open market using the auction model. In theory, this technology allows brands to buy and sell the display advertising on the Internet in real time, showing ads to users. However, in this case, the result depends on the information you entered, and how you use the data. How often do you see ads offering to buy shoes or a train ticket after you have already made a purchase? RTB is an important component of programmatic, which allows brands to collect, evaluate and optimize all forms of digital content and media advertising, demonstrating strictly-targeted ads on all channels. After that, marketers can identify the customers in real time, in the right place and at the right device - this is the tool that allows them to maintain existing and attract new customers.
Few people know, but starting to think programmatically, you can overcome such a critical trend as "dark social". Contrary to popular belief, such social platforms as Twitter and Facebook are not the main ways of content distribution - they accounted only 25% shares. The remaining 75% are owned by "dark social", which has no referrer-data - information that your browser sends to the server when you click on a link from one site to another. This means that advertisers can not track through which ways you came to their websites. Basically it is connected with e-mails, instant messaging, and when someone comes from a protected site to an unprotected one. In essence, this huge pool of potential customers is invisible to most analytical programs and is therefore not available to marketers. In order to ensure more effective monitoring of distributed content, you need to declare war to "dark social."
In short, using algorithmic buying marketers can find the points of contact between the content, audience and media buying to provide brands with access to their potential customers. This is an extremely powerful asset for advertisers. PricewaterhouseCoopers Inc. once again reaffirmed the need to invest in programmatic. Companies that implement these practices, will have a significant competitive advantage and will be able to establish a stable contact with fragmented audiences, creating new sources of income.