Programmatic the brand era of big data
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Programmatic advertising has grown rapidly in the UK and is transforming digital brand marketing. By 2017, programmatic spending is projected to account for 28% of all UK display spending and exceed £1 billion. Programmatic allows for personalized messages to be delivered at scale in real time, and helps marketers engage audiences across devices through cross-screen advertising. It provides opportunities for precision targeting and improved measurement of ad effectiveness.
Programmatic the brand era of big data
- 1. BY 2017 PROGRAMMATIC: THE BRAND ERA 28%of all UK display spend...1 ...and spend through programmatic channels should exceed 2013 saw programmatic growth explode Programmatic spend grows of total digital display advertising 1 and will represent BRAND SPOTLIGHT increased their performance by +189% by using programmatic to show an ad copy relating to the user’s location 4 WAYS BRANDS WIN WITH PROGRAMMATIC By design, programmatic is able to deliver personalised messages, at scale, in real time CONNECT 1:1 WITH AUDIENCES1 96%+ 3 of active online adults Buying decisions made in milliseconds Typical audience reach across billions of impressions in real-time, globally3 18ms HOW MARKETERS ARE DOING IT increased its revenue by +20% by using programmatic to optimise its investment based on user engagement HOW MARKETERS ARE DOING IT used HTML5 to increase reach across screens Rapid growth in mobile programmatic EMBRACE CROSS SCREEN Programmatic is aiding marketers in their rapid shift to cross-screen advertising 2 559% 2017 2013 Projected industry mobile programmatic growth in 20141 Mobile display ads bought programmatically 38% 60% 1 1 12% while reducing eCPA by ENGAGE WITH VIDEO 3 Nothing connects like video, and programmatic can make it more powerful Access to video inventory has skyrocketed Upsurge in programmatic video spend YOY spend increase 427% PROGRAMMATIC VIDEO 3XFASTER GROWTH VIDEO rate of growth compared to overall video between 2011-20142 4X in impressions for videos transacted programmatically 3 growth HOW MARKETERS ARE DOING IT Sony Mobile is investing more in programmatic video after seeing positive results on their branding efforts for the launch of the new Sony Mobile Xperia Z1s Precision targeting, combined with the sight, sound, and motion the format offers, makes programmatic video integral to Netflix's content marketing efforts on non-YouTube sites across Google properties3 HOW MARKETERS ARE DOING IT uses viewability as a metric to understand who saw their ad centralized technology and data on DoubleClick across channels Gained Insight: Better performance and cross-channel insights across search and display Gained Insight: 15% Measuring what matters for brands is finally possible with new tools Programmatic buying is a leap forward to integrated marketing and measurement MEASURE WHAT MATTERS 4 82%significant ad recall lift3 Results from brands using Google measurement tools 64%significant brand awareness lift3 average number of digital platforms used by advertisers to address cross-channel needs4 + Programmatic helps address media fragmentation through integrated marketing 30% increase in conversions higher viewability with programmatic 4.7 Sources: 1 Media Owner Sales Techniques, IAB UK June 2014 RTB Gives Digital Video an Extra Boost, eMarketer, Aug 2013 Google Internal Data, 2014 DoubleClick by Google survey, 2014 2 3 4 Learn more about Google’s programmatic solutions www.doubleclick.com/bidmanager | Think Insights google.co.uk/think Programmatic has transformed media buying in the UK and is now a must for successful digital brand marketing Programmatic represents £1bnin 2014 1 60-75% SPECSAVERS £ 16%of internet video ads (excluding mobile video) are traded programmatically in the UK 1