The television remains the most prominent and influential screen in the home, and TV advertising is about to get a lot more sophisticated. If you have not explored Programmatic TV, here are three reasons why now is the time to do it.
One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.
Real Time Bidding provides advertisers with the ability to target audiences with a new level of precision across a wider range of contexts and devices than ever before. With this technology in hand, the nature of all media buying has explosively evolved in a number of different areas, and yet the ad units that our media tactics deliver are still fairly traditional in the sense that they often do not take full advantage of advancements in data driven advertising. I believe that media buyers can support creative departments by encouraging them to start thinking in different ways about creative development and to devise new ways to incorporate advanced audience targeting into their conceptual process.
As a seasoned marketer, by now you’re well aware of the value of relevant audiences. When it comes to quantifiable results, nothing is more important than putting the right offer in front of the right eyeballs. How do you know the audiences you’re targeting are indeed relevant?
As a buyer you have probably noticed that your highly valuable audience segments don’t get much brand messaging; at least, not through RTB. To a certain degree that is because of concerns about the quality of the inventory available through exchanges.
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- Search Engine Synergy