Display advertising – Programmatic #3 Trends

Hello and Welcome to the Third and Final post in this session, we are almost through …

Cat

After discussing the key players & how the process works – as there is never before seen change happening in the industry – I will show some emerging trends (besides the rise of Programmatic!) in the world of Display Advertising.

1. Big Data

If you are working in media you have probably already come across the phrase “Big Data”. Advertisers now have access to more data than ever, you share information on yourself when you shop with your Nectar card, when you complete the Feedback form on Topshop site, when you Like a page on Facebook or just simply when you visit a page. This data can then be used to serve you tailored ads.

Fun fact: Google ‘Google Ad Settings’ and see what gender, age and interests Google thinks you have!

2. More personalized experience

This will partly come from smarter Retargeting, but also from more confidence from the clients in using first party data for Prospecting purposes (data providers can prove that they can handle this data sensitively, e.g. Acxiom can anonymize CRM data and create custom audiences)

3. Content marketing

This point relates to the previous one: consumers are very tired of push of advertising. On the other hand, they feel different when coming across quality content that they find relevant. Research has shown that consumers think that ‘If content is engaging then I don’t care it is an advert’.

Quote source: http://yahooadvertisinguk.tumblr.com/post/100083504976/yahoo-upfront

4. Focus on more relevant metrics

Click Through Rate (CTR) has been a one size fits all metric to measure brand campaign success, that is a good indicator of success, but it is important to consider others as well, such as engagement, dwell time or bounce rate on the site.

Engagement could be measured by the number of pages visited, the number of videos watched or otherwise engaged with the site.

Dwell time is the time a visitor spends on your site.

Bounce rate is the % of visitors who after reaching your landing page clicked away or in other words ‘% of single interaction visits’.

As a general rule of thumb it is best when Engagement and Dwell time is high, while Bounce rate is low, however there are exceptions. For example Dwell time could be high because when visitors land on your site they cannot find what they are looking for. In another instance Bounce rate could be high, but if the aim of the campaign was to engage people with the landing page then it is a successful campaign despite the high Bounce rate.

To summarise this all I am trying to say is that agencies are looking at the business need and then recommend measurement metric based on this need.

5. Multi-screen marketing

Ofcom research says the younger generation (aged 16-24) is three times more likely to miss their smartphones if taken away than their TV. This, and the increasing penetration of mobile and tablet in the UK shows that we need to understand the roles each device plays in the purchase funnel and how we can tailor our advertising message to meet these different roles.

Source: http://media.ofcom.org.uk/news/2014/tablets-help-drive-increase-in-older-people-going-online/

This is the end of the Programmatic sessions, thank you for reading!

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