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Presentation takeaway: Understand how marketers view consumer engagement in the age of programmatic branding-We asked 259 marketers in the US, Canada and UK what they thought – add on -4 in 5 of respondents believe that a majority of digital media buying will be done Programmatically in the near future, and that more and more branding dollars will be spent via programmatic -Marketers are willing to spend more programmatically however, there are still some challenges around qualified engagement and measurement: i.e.: viewability, fraud, site quality and ad placement and target audience reach
-Our research points to an increased usage in not only programmatic overall, but in Programmatic to achieve branding objectives -Programmatic branding is currently the most popular type of Programmatic advertising being used: - Marketers are reaching their consumers more efficiently, utilizing fewer resources more effectively and not wasting their media spend -64% of respondents have used Programmatic advertising to support branding objectives, another 23% state that they plan to do so in the future -In 2016 Programmatic Branding will rule! -Almost 90% of respondents anticipate an increase in digital budgets in 2016 to be allocated to programmatic branding
For those that currently use programmatic branding, traditional objectives such as brand awareness and engagement remain top priorities for marketers using programmatic: 79% - want to build brand awareness 67% - want to build brand engagement And on the lower end of the scale: they want to change brand perception (39%) and build brand affinity (36%)
Marketers are measuring success of their programmatic branding campaigns through : -Campaign specific KPIs such as viewability rates and frequency (61%) -Secondarily, they are using specific metrics like video completion rates, video watched percentages and other (58%) -The 3rd most common metric is click through rates (57%) -At the lower end of the scale is multi touch attribution (26%) - A multi-channel approach is on the rise, Marketers want to track and deploy their programmatic engagement efforts beyond desktop to video (58%), mobile (58%) and social (49%) and soon TV (36%) Marketers are getting more sophisticated and detail oriented when looking at their success metrics for branding campaigns. They want to know more about their viewers engagement!
Viewability and frequency have truly become the key metrics for marketers utilizing programmatic branding campaigns Viewability (68%) and frequency (64%) are the most used brand engagement metrics Consumer ad interaction (duration) lags behind in the ways to measure programmatic branding campaigns (52%) However, there’s still much we can learn from how we can best measure viewability and frequency. Namely, how can we improve the quality of these metrics
Lively, creative and free will : future of a funnel . The world of marketing spend.
Consumer Engagement: Say Yes to Programmatic Branding
Are people using programmatic
for branding purposes?
Yes, we are!
No, we haven’t but are planning to
No, we haven’t and aren’t planning to
What are marketers using
programmatic branding for?
Build Brand Awareness
Build Brand Engagement
Change Brand Perception
Strengthen Brand Affinity
How are marketers
measuring the success
Custom campaign KPIs
Use of specific metrics
Click Through Rate
Advertising effectiveness studies
Which of the following have
you used to measure brand
SVP of Buyer Cloud – Managed Solutions, Rubicon
Project | Chango