RTB Zeitgeist: Inside the Major Challenges Marketers Face with Programmatic
Republished from the SiteScout blog.
Along with app store optimization strategies, new trends in real-time bidding and programmatic marketing will come to the fore as they continue to become the norm in 2015.
Programmatic has evolved beyond simple transactions and RTB, now accounting for 47 per cent of non-search advertising in the U.S., with an overall spend of $21 billion. As an increasing number of targeted data points become available to programmatic marketers in 2015, expect advertising relevancy to increase. With major brands like Proctor & Gamble and American Express investing more heavily in programmatic, machine learning will have a bigger part to play this year.
Also, marketers should seek to utilize optimized programmatic marketing methods to get the best bang for their buck whilst simultaneously drawing in the right consumers.
Data Remains A Daunting Challenge Marketers Will Overcome
Making sense of marketing data can be daunting. According to “”Marketing Data Technology: Cutting Through the Complexity,” a whitepaper from the IAB, the rise of programmatic advertising has put marketers under even more pressure to make audience data actionable.
Key takeaways from the paper include harnessing platform integration, cross-channel marketing as an unrealized goal, data-dependancy on marketing technologies organizational silos as a barrier to integration, and the critical nature of interoperability. It also noted that despite marketers’ increased familiarity with data, understanding how to use the technology create an ongoing challenge.
Making data actionable has become crucial for marketers. About 80 per cent said that the open-market programmatic transaction is central to their data initiatives, with 61.1 per cent supporting connected digital advertising content optimization and 60 per cent supporting private-market programmatic buying.
Four Factors That Affect the Viewability of Digital Display Ads
Display ad viewability is always a concern for marketers employing programmatic. A display ad is commonly considered viewable when half of its pixels are in view on the screen for a minimum of one second. That said, a Google report recently found that there are four things that can affect the viewability of your display advertising.
Viewability isn’t evenly distributed across all publisher domains. Page position is also a factor, with the most ideal placement being directly above the fold. Format and size are crucial, similar to standard advertising. Vertical units are the best. Finally, the publisher’s industry also plays a crucial role. Certain verticals have higher rates of viewability.
That’s it for this week’s RTB Zeigeist. To subscribe to #RTBZeitgeist, click here.