David Wiesenfield is a featured contributor to Programmatic Advertising: A Modern Marketer's Definitive Guide report.
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Display and programmatic advertising will have advancements in these 3 areas:
Coordinated Cross-Screen/Cross-Media Campaigns
Advertisers ultimately want to deliver relevant, cohesive messaging to consumers. That means having the ability to sync ad frequency, timing, and messaging across many platforms/media versus doing that for, say, desktop and mobile, but not for TV or electronic point-of-sale.
The technology to enable this largely exists but, it will be more of a matter of building bridges between key data management platforms (DMP’s), demand-side platforms (DSP’s) and sell-side platforms (SSP’s), and publisher cooperation to make more premium inventory available for programmatic purchase. This is especially true for TV, as over-the-top (OTT) and Addressable TV continue rapid expansion.
Advertisers control the dollars so they have the leverage to move the industry in this direction, and there are progressive players on the agency, ad tech, and publisher side who see the trend and will break down barriers to make it reality.
The big forcing function here will be the growth of OTT and other forms of advanced TV that operate a lot like digital from an advertising perspective (audience-based vs. contextual buys, precision targeting vs. broad demos).
This will allow the two big ad “markets” – digital and TV – to act more like a single marketplace where advertisers can purchase access to consumers using common metrics (impressions and CPM’s, not GRP’s/cost per point), and design campaigns that are built around audiences vs. publishers, platforms or programs.
Advanced TV is growing leaps and bounds, with some estimates that OTT alone will account for half of all US TV ad spend within 5 years.
Dynamic Creative Optimization (DCO)
This is the other piece of optimizing communication between brands and consumers. It’s lagged the media component in terms of benefitting from data and technology (especially for video), but that is changing.
Real-time creative optimization will become part and parcel of programmatic, as platforms will pair the right/optimal creative execution with target consumers for each impression served. I would distinguish dynamic creative optimization (DCO) from interactive advertising, which though also technically possible, has a number of audience-based hurdles to sort out (the last thing audiences want is to give more time & thought to ads while in the midst of engaging with other content, no matter how “cool” the technology).
The growth of stand-alone companies offering dynamic creative services (from campaign development through ad trafficking) and the fact that Facebook launched a DCO capability a few months ago are good reflections of advertiser interest in this capability.
Advertising and Media Research Blend into Programmatic
Programmatic has the potential to fold in much of the functionality provided by traditional research techniques and to deliver similar learning faster and more cost-effectively. Late-stage copy tests can be replaced by rapid-fire testing of a large number of creative concepts using experimental designs for a fraction of the cost.
Marketing-mix studies are already giving away to multi-touch attribution models. While these are of varying quality and sophistication, they deliver results in time to impact campaigns and they are generally inexpensive, two things marketing-mix studies have never been accused of.
Again, the technology to deliver these capabilities already exists – it’s more a matter of integrating additional back-end analytic and reporting functionality. Panel-based media measurement & analytics will still have value, but will increasingly be relegated to high-level media & brand planning applications.
Underlying trends are that digital has made marketing & consumer behavior more measurable (digital touch points/path-to-purchase), created more data (i.e., big data), led to the faster availability of data (real time), and more access to that data (“democratization of data”).
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