News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 tips to implement better RTB strategy
Programmatic advertising, which automates the buying and selling of ads, is beginning to push ad buying according to one expert. In fact, this year many believe programmatic offerings will see a substantial lift for online brands. One expert offers the top 3 tips for a better programmatic (RTB) strategy.
Kristina: What trends are you seeing in the online space through the first half of 2014?
Darline Jean, COO, PulsePoint: Last year, brand advertisers were hesitant to embrace these new technologies. Today, programmatic advertising solutions are enabling more brands to leverage sophisticated data targeting and streamline buying practices. As a direct result we're seeing an increase in programmatic ad budgets by leading brands and agencies - this new investment is enabling them to hit a sweet spot of efficiency and efficacy. In the next three years we expect programmatic buying to continue to grow exponentially.
The increase in programmatic branding campaigns will continue to draw more and more inventory into the exchanges. This means that publishers have an enormous opportunity to win brand dollars with programmatic advertising solutions.
Kristina: What impact is programmatic having, for those brands that have adopted a strategy?
Darline: Programmatic helps brands reach audiences efficiently, and at scale. Brands leveraging programmatic are able to not only reach the right audiences, but to make and measure impact.
Kristina: What are your top 3 tips for brands looking at, but not pulling the trigger on, in programmatic?
Darline: One, you don't have to navigate programmatic alone. Find a technology platform and partner that understands the challenges and opportunities of programmatic on both sides of the ecosystem in an unbiased way. Communication and education are key steps to maximizing the value of programmatic buying.
Two, test, learn and scale your programmatic buying. Leverage data insights to understand where your audience is engaging and what they are responding to.
Three, measure what matters. Whether it's viewability, ad recall or conversions, measuring what matters and not just CTR is possible with programmatic.
Image via Shutterstock
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...