Quantcast Advertise - Programmatic for Branding - White Paper- Feb2015

2015

PROGRAMMATIC FOR BRANDINGAN ESSENTIAL MARKETING TOOL

SUMMARY

It’s no surprise that “programmatic” was voted the Association of National Advertisers’ (ANA) marketing word of the year in 2014. Over the past few years, programmatic has transformed digital marketing by bringing effi ciency, eff ectiveness, and scale to the entire online advertising ecosystem. As people consume more media digitally, advertising leaders are encouraging brands to move budgets from TV to online, video, and mobile formats. Among those pushing for adoption is Omnicom, which recently recommended that brands move 10–25 percent of their TV budgets to digital. Learn how programmatic can help you make the most of your digital branding eff orts.

WHAT’S INSIDE

1 DRIVERS OF PROGRAMMATIC’S RAPID ADOPTION

2 BRANDS DON’T NEED TO HOLD BACK FROM PROGRAMMATIC ANY LONGER

3 HOW TO TAKE ADVANTAGE OF PROGRAMMATIC FOR YOUR BRANDING CAMPAIGNS CUSTOMIZED AUDIENCE TARGETING OMNICHANNEL EXPERIENCE CONSTANT CONSUMER CONNECTION

5 GET STARTED NOW

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1

DRIVERS OF PROGRAMMATIC’S RAPID ADOPTION

1 “US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016.” eMarketer. October 16, 2014.

2 “US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016.” eMarketer.

3 Fondon, C. “Open exchanges vs. private exchanges: Which is right for you?” Programmatic Advertising. October 3, 2014.

1. CUSTOMIZED AUDIENCE TARGETING

With programmatic, you can reach specific audiences who will be the most

receptive to your brand. Programmatic allows you to move from traditional mass

media buys that index high on a broad target, to a buying system that precisely

targets defined audiences based on demographic, psychographic, behavioral, and

consumption characteristics. Additionally, you can leverage insights from customer

data to identify and reach consumers with similar characteristics, driving new

customer growth.

2. EFFICIENCY

Better targeting leads to fewer wasted impressions, increased cost effectiveness,

and greater return on advertising spend. And the automated nature of

programmatic—where media can be bought and sold in milliseconds—leads to

operational efficiency.

3. REACH AND SCALE

Programmatic advertising provides a single, streamlined solution for reaching

consumers across today’s media and channels. It offers access to inventory across

screens and ad formats at unparalleled scale. With 70 billion impressions served on

open exchanges every day, its reach now exceeds that of TV.3

4. MEASUREMENT AND OPTIMIZATION

Programmatic provides the greatest visibility into campaign performance through

nearly real-time measurement and reporting. Many programmatic providers

also apply machine learning, which incorporates campaign performance data to

optimize targeting and ad execution in real-time, maximizing the return and impact

of your digital spend.

Programmatic buying refers to any media

buying that is run through an automated

system. Today, almost all programmatic

ads are bought and managed through

real-time bidding (RTB), which uses

real-time auctions to bid on individual

impressions across web, mobile and

tablet.1 Programmatic delivers highly

relevant, efficient, and measurable

campaigns—all run at scale—and helps

brands of all sizes and verticals efficiently

adapt to today’s fragmented digital

media landscape with ease.

Programmatic ads are delivering results

and advertisers are shifting budgets

accordingly. In 2015, programmatic

digital display spending is forecast to

reach almost $15 billion, up from $10

billion in 2014. Mobile ($8.4 billion) and

video ads ($2.2 billion) are significant

contributors to this total and both are on

a clear, upward trajectory.2

KEY FACTORS THAT HAVE CONTRIBUTED TO PROGRAMMATIC’S ACCELERATED GROWTH INCLUDE:



2

Programmatic’s early adopters were

direct response advertisers, who quickly

recognized the power of its targeting

capabilities, efficiencies, and real-

time optimizations. Brand marketers

were slower to arrive at the table amid

concerns about brand safety, control and

validation. Technological and inventory

advances have largely resolved these

issues and major brand advertisers—

including Kellogg’s, AT&T, and Geico—

have not only jumped on board but have

created in-house programmatic buying

teams. And P&G has stated that it plans

to spend 70–75 percent of its budget on

programmatic ads.4

BRANDS DON’T NEED TO HOLD BACK FROM PROGRAMMATIC ANY LONGER

HERE’S HOW BRANDS’ CONCERNS ABOUT PROGRAMMATIC HAVE BEEN ADDRESSED:

Inventory Quality. While programmatic began as a platform for sites to sell remnant

inventory, premium publishers such as Time Inc., News Corp., ESPN and YouTube

have embraced programmatic and now offer inventory on open exchanges. Higher

impact ad formats offering more engaging experiences—including video, rich

media and IAB Rising Stars—are also now widely available through programmatic

so advertisers can tell their brand's story through programmatic.

Viewability and Fraud. The ad industry is heavily invested in mitigating viewability

and fraud issues. After reports showed that roughly 50 percent of impressions

aren’t viewable, the industry swiftly responded with new standards and

regulations, and the IAB has called for 70 percent target viewability by the end of

2015. To guarantee that your ads are seen you can now purchase digital media with

viewability guarantees and video units based on your ad’s Cost Per Completed

View (CPCV). To combat fraud, reputable vendors exclude entire content categories

with high instances of illegal or inappropriate content and low-quality sites. They

also maintain extensive blacklists against fraudulent sites and objectionable

content and continuously monitor sites to remove inappropraite ones through

DoubleVerify and Integral Ad Science (IAS). Look for vendors with IAB’s Quality

Assurance Guidelines (QAG) certification, which ensures trust, transparency, quality

and safety for advertisers.

Contextual Control. Real-time bidding does not afford the precise hand-picked

placements available with publisher direct buys. To ensure that ads appear on

sites that are brand safe and brand appropriate, features such as whitelists and

blacklists have been introduced into the ad serving mix. Blacklists allow you to

block ad serving on certain sites or site categories that don’t align with their brand.

Whitelists allow you to define approved sites or site categories on which to serve

your ads.

Performance Validation. It’s important to set the right success metrics for each

campaign. Brand campaign KPIs range from ad delivery to engagement to brand

lift to sales and a number of accredited vendors have developed robust solutions

to measure branding results. For example, both Nielsen Online Campaign Ratings

(OCR) and comScore validated Campaign Essentials® (vCE) offer programmatic

ad delivery validation for display, mobile, and video ads. Some vendors also allow

advertisers to pay for only in-target delivery, as with TV buys. To measure brand

lift, Nielsen’s Brand Effect Suite (formerly known as Vizu) provides real-time insights

on how well ads resonated with—and impacted—consumers. Additionally, IRI helps

advertisers measure the offline sales impact of their online ads.

4 Neff, J. “Procter & Gamble to Buy 70% of Digital Ads Programmatically.” AdAge. June 4, 2014.



3

Programmatic is a tool that can amplify

your branding campaigns among your

desired audience. Branding today

has become increasingly complex as

the proliferation of screens, media

outlets, social networks, blogs, and apps

increases competition for consumer time

and attention, and as second screening

(browsing the web, often on a mobile

device, while watching TV) and the ability

to skip TV ads is further diminishing the

impact of traditional branding channels.

Programmatic helps break through

today’s complex digital media landscape

and complements your endemic media

buys by effi ciently extending your brand

story across digital platforms to maximize

campaign eff ectiveness and reach.

Here are a few tips on how you can

start integrating programmatic to

reach your branding goals.

HOW TO TAKE ADVANTAGE OF PROGRAMMATIC FOR YOUR BRANDING CAMPAIGNS

With programmatic you can leverage insights from real-time online consumer

behavior to pinpoint and target audiences with impressive precision and scale.

In addition to reaching your demographic target (gender, age, income, etc) better

than any other solution, programmatic allows you to get more granular and target

the most relevant and receptive audiences as determined by specifi c lifestyle

and interest characteristics that align with your brand. You can use online media

consumption and search behavior to target consumers in-market for products like

yours or shopping your competitors. Additionally, you can target actual shoppers

of specifi c brands and products and infl uence them toward your brand. The ability

to reach specifi c audiences allows you to personalize your campaigns and brand

messages to the right audience segment to increase relevance and impact.

Programmatic also helps deliver on

reach and frequency objectives among

your specifi c audience. Most media

buys only help you reach a subset of

your target audience. Programmatic’s

multiple layers of targeting enables

you to connect with people left behind

by your direct online and off line and

mass media campaigns. It can also

provide an additional touchpoint to

reinforce your marketing message.

CONNECT WITH YOUR SPECIFIC AUDIENCE THROUGH CUSTOMIZED AUDIENCE TARGETING1

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Case Study

A CPG brand has moved its $15 million ad budget away from traditional mass media

to programmatic digital, TV, digital radio and digital billboards to be fl exible and

responsive to the market. It is targeting in-market shoppers based on people’s

recent search and social media action as well as their age, gender, location, and own

customer data. With ads featuring calls to action such as coupons aimed at driving

people to stores, they are seeing the return of their campaign.5

5 Wall Street Journal. October, 2014.



4

Programmatic targets consumers at the individual level, allowing you to reach your

desired customer wherever they are regardless of the media that they consume.

By providing real-time access to ad inventory across screens, channels, publishers

and formats you have a seamless and scalable solution for connecting with your

audience anytime anywhere.

The ultimate goal of branding is delivering an emotional connection. Programmatic

helps you achieve this goal by enabling the right ad formats for each campaign

objective. You can engage your audience with video ads, high impact Rising Stars,

and rich media units with an immersive experience that showcases your brand or key

features and benefits of your product or service. You can then scale your campaign

with display ads across web, mobile, social and in-app.

PROVIDE AN ENGAGING, OMNICHANNEL EXPERIENCE THROUGH REACH ACROSS CHANNELS AND SCREENS2

Case Study

A luxury auto brand created an overlay banner that expanded into a video showcasing

the interiors of two of its premium car models. The automaker then ran its video

campaign for four weeks, targeting high earners on both news sites and sites geared

toward in-market car shoppers. The rich media ad format combined with precise

audience targeting yielded a CTR 2,800 percent higher and engagement rate 38 times

that seen on standard formats.6

UNIFIED BRAND MESSAGE

6 "Programmatic Rich Media case study." Adform.



5

Programmatic’s targeting capabilities allow you to continue the conversation

with the right message at the right time throughout the path to purchase. First,

generate brand awareness and spread your message to broader demographic and

psychographic targets. Next, boost interest and build brand perceptions by utilizing

behavioral and contextual targeting to reach consumers who are interested in your

product or have interests related to your brand. Finally, increase purchase intent

and remain top-of-mind in consumers’ consideration sets by retargeting those who

engaged with your brand campaign or site, ushering them down the purchase path.

With the right insights and audience segmentation, you can maintain a dialogue with

your consumers throughout the buying cycle.

CONNECT WITH YOUR AUDIENCE THROUGHOUT THE PATH TO PURCHASE3

GET STARTED NOW Programmatic media buying off ers a scalable, fl exible solution that connects advertisers with the right audiences across digital touchpoints as never before. It off ers an unprecedented gateway to brand building and ad performance. Getting started is easy and fast, requiring only a small test budget to start seeing results. See for yourself how programmatic can take your branding campaigns to the next level.

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Quantcast Advertise - Programmatic for Branding - White Paper- Feb2015

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