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Get with the programmatic – our top take outs

Written by Charlotte | 12-Oct-2015 09:51:00

equimedia attended Marketing Week and Econsultancy’s recent ‘Get with the Programmatic’ event to test our programmatic knowledge and ensure we are continuing to be at the forefront of programmatic strategies, trends and solutions.

We have pulled together our key take outs from the day:

1. Use programmatic to not only acquire those new and hard to reach audiences, but to enable creativity and support other marketing efforts

With so much data at our fingertips from programmatic activities, it makes perfect sense to use these insights to not only boost acquisition strategies but to feed into other marketing initiatives. Through the use of third party audience segments, we can validate the makeup of our audience cookie pools meaning we know where advertisers’ activity is reaching and who is buying their products or services.

Helen Atkinson, online partner marketing manager at Thomas Cook Airlines, presented how they were matching unique users reached through their programmatic activity with Mosaic Types, which helped inform other marketing efforts.

Creating a tailored customer experience through programmatic

Helen Atkinson, online partner marketing manager at Thomas Cook Airlines

Gawain Owen, digital lead, Nestle UK & I, spoke about the beauty of YouTube advertising and how insight into where people drop out of watching videos was being fed back into their creative agency so they could optimise the content to improve view-through rates.

2. Viewability matters – it’s about quality not quantity

Viewability is of importance, if my ad hasn’t been seen then I can’t sell my product

Gawain Owen, Nestle.

Viewability appears to be on most marketers’ agendas and this became apparent with each speaker presentation and participants’ questions. Digital marketers are far more accountable these days and the fact that we can measure and advise clients on viewability rates is a key benefit of programmatic. You can’t measure viewability in TV or in print so this is giving brand marketers such as Nestle confidence in embracing programmatic.

3. Consumers are embracing the use of their data for re-targeting purposes

It is more and more about a value exchange these days and consumers now accept the benefit in being served tailored marketing messages. Martin Kelly, CEO and co-founder of Infectious Media gave an example of how a big bank ran a focus group with their customers who were saying to them ‘why aren’t you using my data to show me relevant ads?’

In the words of Google CEO, Larry Page, there is a ‘creepy line’ which must not be crossed through personalised messaging. In Phil Miles’ (director, media buying solutions, Google DoubleClick) presentation, he encouraged audience participation by using examples from Disney to show how ‘creepy’ people thought their personalised messaging was. The first example was a computer game that remembered your name and the last level that you were on (no one thought this was creepy). The second example was a personalised greeting at a Disney hotel (no one thought this was creepy), and then the third example was Disney serving your name in an ad – everyone in the audience thought this was creepy!

4. Good advertising is about using data to tell better stories

These stories need to be creatively communicated. A common issue discussed during the ‘Taking your Programmatic Strategy to the Next Level’ panel discussion was that creative agencies were yet to catch up with programmatic. The need for tailoring messages based on behavioural signals requires creative agencies to have more of an understanding of programmatic and dynamic creative.

A great example that Google shared was that of the #lookup British Airways Digital Out of Home campaign - a fantastic creative idea combined with fantastic technology.

5. De-centralised campaign budgets allows opportunities for programmatic

This was a popular discussion point with the combined view that an always on approach is needed for brands to be visible based on demand and to take advantage of key moments. With this strategy, clients can prove overall performance because they are reacting to market demands with one budget source.

Nestle presented a contextual targeting example where they spotted a story on the Daily Mail that featured Amanda Holden speaking about their face cream brand Cetaphil. Because of their always on approach, Nestle reacted quickly to buy up the inventory programmatically to maximise their share of voice and ensure they were advertising their product alongside relevant content.

Attending the event was a great opportunity to hear first-hand from Facebook about their Atlas product and proposition. Essentially it is tracking using people as the key metric and comparing cookies vs people. Outside of the Facebook platform, it is using Facebook’s panel of data (1.5bn users) to validate who advertising campaigns are reaching and making that connection across device.

Early results from a test for a ticket provider they work with found that 66% of desktop Madonna tickets sold were started on a mobile device. Atlas forecasts an average 12% uplift in conversions from cookie-based conversions to people-based conversions because of cross-device paths.

A reduced reliance on cookies was a trend we predicted in our
‘Display predictions for 2015’ blog and it will be interesting to see the rate of adoption of Atlas over coming months.

If you were at this “Get with the Programmatic” event, what were your key take outs from the day?

And if you are interested in finding out about equimedia’s approach to programmatic and how we deliver success with in-campaign optimisations for our clients please
contact us.