Challenges for brands

54.2%of U.S. ad spend in 2019 was digital.2

Getting the Best Return From

Your Digital Advertising BudgetThe advertising industry is undergoing a fundamental change, shifting from traditional channels to digital. Much greater personalization can lead to vastly improved targeting, but advertising spans across a vast range of platforms and devices creating complexities.

Success depends on a consistent but flexible approach that connects relevant ads to customers through social and digital channels. But much of today’s ad spend isn’t optimized for an industry in constant change.

• Adapting ads to adhere to a multi-platform approach across mobile, desktop, web, apps and various social networks.

• Reaching target audiences in the right place at the right time.

• Overcoming ad blockers and difficulties identifying users across multiple devices.

• Identifying key metrics from multiple data sources.

• Meeting high creative demands for hyperpersonalized and seasonal ads.

• Integrating with core business systems to effectively track return on investment.

• Collaborating between marketing and IT departments to procure services.

Digital advertising is bigger than TV.

Addressing the needs of digital advertising

Pace of changeNew channels constantly arrive.

Skills shortageLack of experienced digital marketing

and analytics professionals.

Brand safety concernsEnsuring brands are not placed next to inappropriate material.

Continually changing ad platform features

Platforms continually add new features and evolve.

Data integration issuesConnecting across multiple channels

of data, both off- and on-line, can lead to inaccurate reporting.

Old approachesTraditional providers stuck with

old methodologies lack technical expertise and aren’t eager to engage

around outcome-based models.

The demands of a changing advertising market

To learn more about how Cognizant can partner with you to get the highest ROI from your digital advertising budget, visit:www.cognizant.com/digital-marketing-operations.Endnotes1. eMarketer, https://www.emarketer.com/content/global-digital-ad-spending-20192. WARC, https://www.warc.com/content/paywall/article/warc-datapoints/mobile_adspend_is_set_to_top_tv_across_key_markets_this_year/124815 3. Ibid 4. Ibid

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Mobile dominates. In 2018, nearly half of digital ads were mobile.3

Global mobile ad spend in 2018 was $137.9 billion growing by 11% to $153.1 billion in 2019.4

The digital advertising market is

massive. It’s growing at a rate of 17.6% and estimated to have exceeded $330 billion in 2019.1

Data is king• Customer relationship management (CRM), online and demographic

data are key to making the right advertising decisions.

• To use data effectively, a sophisticated data management platform (DMP) is required to combine metrics from all sources.

• Data adds business value by providing the insights needed to optimize digital ad spend to maximize ROI.

Set KPIs that achieve real goals• Avoid vanity metrics, which don’t measure real

return on investment.• Integrated data sources provide essential metrics such

as the lifetime value of a customer.• Use precise metrics to target ad spend more effectively

and to quantify returns.

Analytics are front and center• Discover trends and correlations in customer

behavior from aggregated data.• Use insights from the DMP, CRM, website analytics

and in-house platforms for better targeting of digital ads.• Gain behavioral insight to find which digital platforms

customers focus their attention on and when.

Invest in employees with new skills• Hire programmatic experts to gain optimal

value from complex digital platforms.• Target your digital ads better with in-house experts

who know your audience and digital platforms.• Spend on the areas that provide real returns by

improving your attribution of ROI.

Feed learning into creative approaches• Analytics will show what is working, what isn’t, and

on which platforms.• Use this information to produce digital advertising

that works for customers. • By adding location data, digital ads can enter the

physical world as well.

Protect your brand• Define the type of content that must not

be associated with your brand.• Use analytics to monitor where ads

are appearing.• Choose a premium agency and opt for

premium placement.

Explore artificial intelligence (AI) and machine learning (ML)• Use ML to spot subtle trends in large data sets.• Correlate complex data from disparate sources with AI.• DMP analytics with built-in AI and ML can automatically

generate essential intelligence on customer behavior.

Partner with a company with expertise in digital advertising across all platforms• Work with a company that will help develop your digital

advertising expertise.• Build subject-matter knowledge in house from consultants

with deep platform experience.• Optimize campaigns and maximize ROI for your digital

ad spend.