The world is going mobile. According to The Internet Trends report by Mary Meeker, almost three quarters of the global population now own a mobile device, 40% of which are smartphones. Furthermore, Ericsson has predicted that more than two thirds of the world’s population will be using smartphones in 2020.
The market is moving at a rapid pace and brands and advertisers need to ensure they remain agile to be visible in the crowded landscape. Mass, generic advertising just isn’t enough nowadays and it’s crucial brands leverage new technology to make sure they’re effectively targeting consumers. They need to track the user, know where they are and predict where they’re going next.
In the cross-device world, consumers are constantly connected to multiple devices at one time, leaving reams of data in their trail. This opens up an array of opportunities for advertisers and programmatic buying is key. By getting on board with a dedicated programmatic strategy, brands can manage campaigns efficiently and effectively from an automated, central space.
Delving into Programmatic Buying the Data
According to Econsultancy’s programmatic branding report, 62% of marketers are using programmatic for brand campaigns, proving the industry recognizes the potential it has. However, the only way this can be realized is if brands make the most of the data available. Data empowers brands to better target consumers, and thanks to mobile there’s more at our fingertips than ever before. By working together to share data and create a central bank of standardized, customer information, advertisers can greatly increase the value, quality and accuracy of data they rely on and achieve precise targeting across devices at the relevant time.
Deutsche Telekom recently reported a stalemate between agencies and brands over programmatic related issues. This must change! Through simple collaboration, knowledge can be conquered and an industry standard can be established. Programmatic empowers brands to reach very specific audiences with the right message at the right time and on the right device. Not only does this provide on-point targeting in every circumstance, it also reduces wasted output, achieving maximum effect on minimum spend.
Verification and Viewability in Programmatic Advertising
There’s no use investing in programmatic if it’s not going to reach humans. Content viewed by a bot is worthless across all devices, be it a smartphone, tablet or desktop. Viewability is key to programmatic. Advertisers need to know that their ads are being seen by real people in a brand-safe environment. To achieve this, advertisers need to ensure they are working with trusted partners – without that basic foundation, there’s no guarantee who the ads will reach. Programmatic can help brands reach real audiences with maximum effect and minimal risk of fraud.
Programmatic advertising is only going to grow. It’s clear that advertisers have a vested interest in making it work, and with the mobile market constantly growing, it’s more important than ever to get a solid cross-device strategy in place, which involves working with the right publishers. The next year is set to be a big one for programmatic – watch this space!