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BizReport : Advertising archives : January 22, 2016

Reports: Brands banking on programmatic, personalization

Nearly one month into 2016, two trends are becoming clearer: programmatic advertising and personalization are getting a lot of attention. The authors of two reports believe brands will continue banking on the two P's throughout the year.

by Kristina Knight

First, programmatic.

According to AdRoll's new State of the Industry Report about two-thirds (66%) of marketers surveyed will increase their programmatic ad spend this year. That's nearly double compared to their 2015 report. Why the big push? Respondents say they're seeing bigger returns on their programmatic dollars (87%).

AdRoll also suggests mobile and video will push farther into programmatic.

"Marketing is becoming an increasingly technology driven discipline, and practitioners are being held to higher standards of measurement and accountability than ever before," said Adam Berke, president and CMO of AdRoll. "It therefore makes sense that marketers and business managers want their advertising efforts to be driven by the same innovations in data science, AI, and automation that have driven advancements in other parts of the modern enterprise. The results from this survey make it clear that 2016 is staged to be a massive year for digital advertising, and programmatic technologies will be the driving force."

Now, personalization. The CMO Council have released the results of their study which indicates that while only 5% of respondents believe they have mastered audience targeting through the customer journey, most realize that personalization is key to continued customer engagement.

"Marketers have the right intentions, working to deliver rich, personalized and relevant engagements across an increasing number of channels, but there are still a number of roadblocks preventing us from maximizing efforts in this area," noted Liz Miller, Senior Vice President of Marketing with the CMO Council. "Personalization isn't a question of using a customer's name in an email subject line. Personalizing the customer experience demands that we harness the data that is collected across the organization and immediately transform that into something that is actionable and resonates with the customer and their preferences. If personalization remains a way to add a few interesting indicators to a momentary campaign, we will fail in fully optimizing the revenue potential of each individual customer."

More than half (59%) say they will add more personalized experience options to their marketing mix.

Image via Shutterstock

Tags: ad personalization, AdRoll, advertising, advertising trends, CMO Council, programmatic ad trends

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