Programmatic exchanges improve effectiveness & efficiency and gain a dominating share in digital media transactions. The scale of operational restructuring to make the most of it is both large and expensive, and advertisers are spending more cautiously when investing in infrastructure and data, and looking at the quality of the media. All programmatic advertisers need a strategy to acquire the best and most complete data available and to treat that data as a critical business asset. Sixty-five percent of all digital media advertising funding in 2019 will be negotiated by the program.
The biggest change we will be seeing in 2019 will be in the video space. Television networks have actively promoted addressable television and Catch Up TV [CTV] and, in conjunction with the launch of VOZ next year, we expect a number of major TV advertisers to purchase more online videos programmatically. As TV and CTV become more connected and first and second part data becomes larger and more widely used, targeting efficiency will offset all technology and data costs. Programming will become the most effective way to buy media in the future. The most valuable data is first-party data, provided explicitly by consumers or obtained by tracking their activity on owned websites. It is also becoming increasingly common to use second-party data, forming data-sharing partnerships between brands and online retailers. Third-party data is widely available but does not give advertisers a competitive edge, as all ads can use it to target the same segments.
Artificial intelligence promises to unlock new customer insights and improve business process optimization. We include the majority of social video in our definition of programmatic video because platforms such as Facebook, Twitter, and Snapchat allow advertisers to transact through direct advertising program management tools. We expect the combined programmatic video advertising revenue from social networks to account for about one-third of total programmatic video advertising spend today. Much of this spending is directed to mobile devices.
In programmatic video, the dollars allocated to mobile devices are slightly higher than those for desktop computers, laptops, or connected TVs this year. Mobile's programmatic video share will reach a peak of 53.9 percent by 2020. By 2021, this share will decrease as advertising buyers increase their investments in areas such as connected TV.
The global programmatic advertising platform market 2019-2024 aims to capture the fastest growth in the market and share its shares with developed economies.
The prospects of the advertiser are present everywhere but in stealth mode. The programmatic advertising platform supports omni-channel targeting, which helps advertisers find hidden leads on multiple platforms.
Customers remember the visual message of the brand at the time of purchase. Display ads have proven to be an ideal reminder when buying.
Consumers surf the Internet on mobile sites and apps. They also spend a lot of time on mobile games. This is where we engage brand prospects, giving them the best% CTR and the lowest CPMs.
The target audience of more than 10 languages through regional publishers
Offer a better browsing experience with ads that blend seamlessly into the content of the webpage.
Native ads have shown that they offer CTR% several times higher than banner ads.
Native ads feel organic and take advantage of the user's interest with advanced targeting
The programmatic advertising platform facilitates custom targeting and retargeting using Dynamic Creative Optimization (COD). This technique displays the most personalized creatives based on browsing history, preferences, and public interest. This is not limited to retargeting in e-commerce.
The programmatic advertising platform comes with a comprehensive reporting dashboard, which will provide all the granular details needed to optimally optimize your advertising campaign. These reports are updated in real time. Post-campaign audience analysis helps you better understand your audience
When choosing a programming company, do not be afraid to be severe. With which advertising exchanges do you work in partnership? What third-party data sources would I have access to? What are the different variables on which I can adjust my bid? Do you have direct access to ad exchanges or do you work with a DSP? Do you bill with a dynamic or fixed CPM?
Once you have selected a partner, continue to use your representative to help you launch and optimize your campaigns. Learn about the campaigns of other companies. What did they see working or failing? What CPMs would they project for a particular channel?
Start a large network and then optimize it based on the results to reduce your audience. You may have historical expectations or knowledge about your target audience when launching a campaign. Do not forget them and use them to increase your audience, but widen the network to confirm these expectations. Your instinct may be perfect or you may realize that you have missed opportunities in the past.
By ensuring that the pixels are correctly implemented on your site, you contribute to the success of your campaigns.
Whether you're running an awareness, awareness or direct marketing campaign, you need to set up conversion tracking. Collect useful areas of your website. Create look-alikes to use in your prospecting campaigns.
If you want to run a campaign that generates a high number of forms on your website at a reduced cost per submission, connected TV is probably not the best place to start because it does not generate direct traffic and higher CPMs than to create a poster. campaign. But if you want to increase awareness and the opportunity to raise awareness of the new product you launch, connected TV can be the first point of departure.
For example, in The Trade Desk, you can run programs for display, digital audio, digital audio, connected TV, and programming. Running all the channels on one platform has the advantage of allowing the software to allocate conversions so as not to duplicate the channels. This allows you to test the channels directly against each other.
You can do it!
Well, you have it now. You now understand what programmatic advertising really is and you can immerse yourself in your next marketing campaign! When you choose a supplier (or agency partner to do the hard work for you), do your research, ask the right questions and continue.