This ensures that the level of media investment is relevant to an advertiser's communication goals. The promise of programmatic advertising comes in five key points.
Thanks to Internet users behavior and the identification of their interests, this type of targeting personalizes the content to which they are exposed.
It is based on 3 types of data :
This type of targeting is reffered as audience planning.
This targeting type involves whitelists diffusion, according to the affinity of the selected sites and the targeted population.
For example : a sports equipment brand wants to target outdoor sports fans. So we could create whitelists of websites where this target is the most present through audience measurement tools such as Comscore. This type of targeting is also reffered as media planning.
This involves displaying ad impressions on some digital environments depending on the page's keywords. Tools are used to scan the content of web pages and form keywords clusters (such as "winter sports", "mortgage" or "weekend destinations"). Contextual / semantic targeting can be particularly useful to prevent an advertiser from pusblishing his advertising messages on web pages by excluding certain key words. Some of web pages called "Brand Safe" could deal with sensitive topics (such as terrorism, an air accident or a health crisis).
Message's personalization according to the profile of the Internet user is one of the major challenges of the programmatic promise.
What are the different possibilities of message personalization in a programmatic advertising campaign ? What is the added value that can result from it depending on the devices ?
To push the right message, you could use COD technologies which allow you to automatically personalize the advertising formats of an advertiser. Thus from a unique set of creations ! Thousands of creative possibilities are available to an advertiser. Some programmatic players have their own proprietary COD technology like Gamned !. However, companies with no media activity are now specialized in this service.
Broadcasting at the right time and on the right media requires an upstream understanding of the media uses made by the targeted Internet users. Which devices do they use in priority ? At what time of the day ?
The graphic below shows a typical example of changes in media consumption on the main digital media over the course of a day.
Depending on the time slot, it will be wise to accelerate the advertising pressure on mobile or on news sites.
The idea is to script the media plan as closely as possible to the target's consumption habits to gain relevance and increase engagement.
Technologies synchronization also make it possible to sequence the broadcast in real time according to several events. For example : weather conditions, TV campaigns or even the geolocation of the Internet user. The use of a weather flow will allow an ice cream brand to communicate only when the temperature exceeds 25 degrees or for a winter sports brand to increase advertising pressure during snowfall.
A solid human expertise is the first guarantee of a media purchase made at the right price, that's why the media trader is so important in this variation in this programmatic promise.
Along with the media trader, most media buying players have their own algorithms. These algorithms automate some optimization actions with decision trees integrating several dozen or even hundreds of criteria. Each criterion is assigned with a YES / NO answer or a score that will guide the automatic decision and influence the purchase. You gain in efficiency by limiting tasks with low added value and increase your campaign performance.
In order to assess the relevance of the media device, it's essential to have appropriate measurement tools. These tools read the campaign KPIs corresponding to the advertiser's communication goals. The omnichannel understanding of the customer journey is one of the major challenges for brands in the era of digitalized touch points.
Solutions exist and coexist to measure its indicators (store visit, etc.).
In France, 85% of brands generate multi-channel revenue, which is revenue linked to an offline activity – at the physical point of sale – and online, via its desktop and/or mobile e-commerce site. 71% purchasing journeys are starting on mobile, however conversion rates are lower, 2/3 of French people pay attention to human contact when purchasing.
These figures can vary greatly depending on the type of goods or services consumed. A human contact will be almost mandatory for the finalization of a real estate loan while a train ticket can easily be bought on mobile.
Finally, a cross-channel customer is more likely to consume your brand's products or services vs. a single-channel customer.
Granular measurement of interactions with all these touch points is definitely essential as they make it possible to understand the whole customer journey and to fully appreciate the performance of its media mix.
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