Attention is at an ever increasing premium. For marketers to be effective, their content cannot be a digital diversion, but rather must be an integrated component of a larger engagement experience. Welcome to a new generation of native advertising – so targeted and relevant it may as well be speaking directly to you. Performance marketers have always known that to stand out they must blend in. In that spirit, native advertising has become more personalized than ever before.
Even for seasoned veterans, keeping up with it all can be a challenge, and it’s not always easy to see which marketing efforts are driving which customer acquisition events. Consider that many customers go through multiple touch points before the first conversion, and things can get even more complicated after that.
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.
- The Power of Programmatic Native: Content Marketing Reimagined
- The digital marketing landscape is exploding in every direction at once
- Search + Display – Finding Synergy in a Multi-Touch World
- Why 2017 Will Be the Biggest Year Yet for Programmatic TV
- AUDIENCEX key programmatic partner Rocket Fuel wins global DSP of the year award at GABBCON