• Product Lead Programmatic Advertising

• Merkle Nederland

•

Programmatic Branding

Programmatic Branding in 2020

© 2020 Merkle. All rights reserved. Any copying or use of this confidential information

is strictly prohibited without the express written permission of Merkle.

Programmatic Branding

Richard VisProduct Lead Programmatic

AdvertisingMerkle Nederland

PROGRAMMATICBRANDING

●Time spend watching media remains

stable.

●38% of view time is spend online

●Millennials and GenZ spend respectively

21% and 24% of their view time on linear

television. Over half expects to watch no

more linear television in three years time.

●Increasing number of households do not

have a television connection.

Changing Media Consumption

* Source: S.F. Waterloo, A.M. Wennekers, en P.R. Wiegman (2019). Media:Tijd 2018.

** Source: SKO: JAARPERSBERICHT TV KIJKCIJFERS

*** Source: Wayne Parker Kent : Jongerenonderzoek 2019

**** Source: Telecompaper: Dutch Television Market 2019-Q2

75%Of all mediaspend on

traditional channels is

branding focused

80%Of all mediaspend on

programmatic channels

is focused on direct

response

Source: Comscore: On Branding Versus Direct Response Advertising

Automated buying of ads for campaigns with a branding objective.

Programmatic Branding

1.Customer centricity

2.Targeted campaigns

3.Real-time results and flexibility

4.Scalable

5.Online ads are a great fit for branding.

a.Online advertisements, after television

ads, have the most impact on brand

awareness.

b.Combining on- and offline branding

has a greater effect on affection than

just off- or online ads.

6.Personalised creatives

Opportunities Advertisers

* Domazet I, Djokic, I & Milovanov O (2017), "The Influence of Advertising Media on Brand

Awareness" Management: Journal of Sustainable Business and Management Solutions in Emerging

Economies.

** Voorveld H.A.M. (2011). “Media multitasking and the effectiveness of combining online and radio

advertising” Computers in Human Behavior.

Fashionistas

Savvy Parents

Fashionistas

Savvy Parents

1.Access to branding budgets.

2.New branding advertisers due to lower

barriers to enter.

3.Increased Yield.

4.Opportunities to differentiate via:

a.Advertising formats

b.Data

Opportunities Publishers

1.Provide insight into the impact on

branding objectives, determine correct

KPI’s:

a.CTR has hardly any correlation with

brand metrics

b.Focus on direct response leads to

selection effect

2.Alignment between branding and

performance departments is needed.

3.Different skillset marketing teams.

Programmatic BrandingChallenges

* Fulgoni, Gian M. and Marie Pauline Mörn (2009), "Whither the Click? How Online Advertising

Works," Journal of Advertising Research, 49 (2), 134-142.

1.Programmatic Branding offers

opportunities for both advertisers and

publishers.

2.Programmatic branding requires a

different focus and skill set than direct

response marketing.

3.The use of programmatic tools for

branding purposes can lead to increased

customer centricity. However, this requires

Branding and Performance marketers to

closely collaborate.

Key Takeaways

QUESTIONS