I am an avid fan of programmatic advertising from working with the great minds at the Accuen trading desk where I was first introduced to testing and running programmatic display adverts for my clients which proved successful to seeing the category continually evolve working with a young dynamic and ever evolving Affiperf trading desk. We have seen the explosion of all sorts of inventory being traded from social, video, private market place, premium advertising and audio advertising.
The concept of programmatic advertising is that we are buying an audience and this is a powerful one. The definition, programmatic is an automatic way of buying and selling eyeballs. So when I came across an article on a new category on the horizon I was all the more curious.
Appnexus talk about Programmable Advertising and are pioneering its evolution. Here is a summary of the thought leadership-
What is the Programmable Internet? This is a vast and dynamic network of interconnected devices and cloud-based applications, each in conversation with consumers and with one another. It's vastly more powerful than the static programmatic internet of 2006.
What is the difference between The Internet and My Internet? The internet of 2006 was monolithic and one-dimensional with text and images on a page or in a one-way communication between two people. Today's programmable internet is highly personalised. For example your Amazon landing page will look different to mine. The news feed on my Twitter account is unique. The programmable internet is distinguished by its capacity to customise user experience.
Below are examples of companies AppNexus are working with -
OneSpot- this is a content marketing platform working with Fortune 500 brands like Kraft Heinz, Delta Faucet and Whole Foods Market. They apply machine learning to content marketing, analysing vast sets of content interest data among consumers, to predict the best next piece of content in real time. So, a leading food retailer applied OneSpot's capabilities to its 7,000+ recipes, blog posts and seasonal entertaining how-tos. As a result, they drove four-times repeat engagement rate, and repeat visitors checked out an average of more than eight pieces of content over 30 days. That’s deep learning in action.
Twelvefold, with brands like Allergan, AT&T, Fiat Chrysler, H&R Block, Lincoln, Microsoft, Pfizer, Quaker and Samsung, use proprietary machine learning, Twelvefold curates articles and videos and identifies trending topics and audiences in real-time. This allows advertisers to activate against them with powerful and effective placements. They align brand messages with the most influential, authentic and relevant content online.
Captify fuses the accuracy of search with the scale and creative impact of display, powered by an exclusive first-party data network and proprietary semantic technology. For example, a leading auto brand used Captify’s Search Intelligence to power a high impact brand skin campaign. Search Intelligence uncovered those users they knew would be most interested in the new car model and it revealed the actual attributes and features of the car that were most aligned to their lifestyle and interests, using semantic analysis. Captify then activated a high impact skin campaign with a product carousel displaying the actual features of the car most indicative of their preferences for a rich and tailored advertising experience.
So the all important question, is programmable marketing essential for all brands and agencies? It’s the new table stakes. If your tech platform isn’t programmable, then you can’t engage audiences across today’s highly personalised and customised internet. It’s not that programmable is a nice-to-have. It’s a must have, because the very nature of the internet has changed.
And there you have it, the thought leadership. Whilst we in the advertising industry have just about got our heads around programmatic advertising, I'm keeping my eye on programmable advertising. To learn more AppNexus are running a programmable marketing forum on the 8th June 2016.
Sources:
http://www.campaignlive.co.uk/article/no-programmatic-no-problem-future-automated-marketing/1393474#yomgezUhmYxcSZCR.99
http://events.appnexus.com/programmable-marketing-forum-register/
No comments:
Post a Comment