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The digital advertising landscape is changing as big data, programmatic buying and real-time bidding are creating and building great opportunities for brands online. Some of the world’s largest brands, including Mondelez, Ford, Heineken, and Kellogg’s are already increasing their programmatic spend. But the question I ask you is how will programmatic effect branding and video?
So, what needs to happen for programmatic branding to be on every media plan? Firstly, we need more video inventory! Secondly, predicting availability of inventory needs to be better, and finally, clear, concise agreements between agencies and clients as to what success is going to look like in digital.
Programmatic video advertising is in its early stages of growth, but that is quickly changing as buyers increasingly turn to it for greater audience insights. The greatest attraction of programmatic video buying is that it erases the lines between different screens, allowing buyers to reach across multiple devices with a single transaction.
When it comes to branding, we all know that nothing is quite so dazzling to consumers as a triad of sight, sound and motion. Consumers and marketers love video. Why do you think brands have traditionally favoured television? It offers speed, size (scale), and huge amounts of creative potential, all mixed into one diverse channel. A channel that has always produced the greatest impact… It’s no wonder that everyone involved wants this replicated online.
We must remember that programmatic is not a strategy in its own right but a media buying tactic. This ‘tactic’ should be closely integrated into a marketing vision and strategy. It doesn’t just end there though, it should be built and integrated around data and a consumer’s brand experience.
Today’s market requires brands to not only focus on consumers but put their customer experience at the forefront of their strategy. An integrated plan must be put in place that incorporates qualitative and quantitative data from consumers, programmatic branding will not only improve the customer experience but improve efficiency.
Programmatic video is growing more rapidly than anyone might have predicted a year ago, and video, of course, is the heart of any great brand campaign. Programmatic allows advertisers full control over the timing of their adverts, the future of advertising leaves nothing to chance, eliminating chance means eliminating risk through targeted and specific messages to specific individuals.
So, to answer our original question, with education and support, programmatic can have a positive effect on branding, though it is down to brands themselves to initially take the risk of implementation.
Currently, brands and agencies are missing out on the benefits of programmatic that include improved analytics and data management, higher ROI, better targeting and reduced waste. Chango have rightly said that “in five years’ time it will be obvious to everyone that we’re living in a programmatic world and have been for a long time.”. The brands that are thinking programmatically now will benefit the most and ultimately win competitive advantage.
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