Recalculating Creative Trajectory - The Evolution of Programmatic Display
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The document discusses the evolution of programmatic advertising from dull performance ads to more precisely targeted brand messaging. It outlines how programmatic advertising has improved, moving from poor quality inventory and banners to targeting niche audiences at scale using premium, viewable and brand-safe inventory. The document suggests that the future of advertising involves integrating detailed location, wearable and IoT data across channels, going beyond cookies to identify audiences, and using dynamic creatives that can learn and optimize performance. The overall trajectory of programmatic advertising is moving from an initial exploratory phase to one that integrates data more comprehensively.
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Recalculating Creative Trajectory - The Evolution of Programmatic Display
- 1. Recalculating Creative Trajectory From Dull Performance Ads to Precisely Targeted Brand Messaging © 2016 Net Media Planet Ltd. All Rights Reserved www.nmpilondon.com
- 3. 2 Scalability of Audience Buys Exploring Unknown Waters What programmatic used to mean
- 4. 3 Scalability of Audience Buys Poor Quality Inventory Exploring Unknown Waters What programmatic used to mean
- 5. 4 Poor Quality Inventory Recognise them?
- 6. 5 Dull BannersScalability of Audience Buys Poor Quality Inventory Exploring Unknown Waters What programmatic used to mean
- 7. 6 Dull Banners We’ve all been there!
- 8. 7 Dull BannersScalability of Audience Buys Poor Quality Inventory Exploring Unknown Waters What programmatic used to mean Little Learning from Data
- 10. 9 Niche Audiences at Scale Navigating the Sea We use programmatic ads smarter now
- 11. 10 Niche Audiences at Scale Navigating the Sea We use programmatic ads smarter now Premium, Viewable & Brand-Safe Inventory
- 12. 11 Niche Audiences at Scale Navigating the Sea We use programmatic ads smarter now Premium, Viewable & Brand-Safe Inventory Engaging Creatives
- 13. 12 Creative needs to spark interest and provide value to the user Engaging Creatives
- 14. 13 Niche Audiences at Scale Navigating the Sea We use programmatic ads smarter now Premium, Viewable & Brand-Safe Inventory Engaging Creatives Detailed Reporting & Targeting Data
- 15. 14 Data available from platforms provides insights to the future campaigns and wider business Detailed Reporting & Targeting Data 74% 22% 4% Prospecting - Sales by Device Desktop Smart Phone Tablet 62% 21% 17% Retargeting - Sales by Device Desktop Smart Phone Tablet
- 17. 16 Detailed location, Wearable & IoT Data Move Beyond the Horizon Integration across all levels is the future
- 18. 17 Detailed Location, Wearable & Internet of Things Data Go extra mile to provide better customer experience by using your data
- 19. 18 Detailed location, Wearable & IoT Data Move Beyond the Horizon Integration across all levels is the future New Channels and Inventory
- 20. 19 Detailed location, Wearable & IoT Data Move Beyond the Horizon Integration across all levels is the future New Channels and Inventory Audiences Beyond Cookie
- 21. 20 Detailed location, Wearable & IoT Data Move Beyond the Horizon Integration across all levels is the future New Channels and Inventory Audiences Beyond Cookie Inbuilt Creative Learning & Optimisation
- 22. 21 Dynamic creatives use data feeds to target ads and optimise creative performance Inbuilt Creative Learning & Optimisation Location 25 miles from store Device Desktop Site Behaviour Visited “Men’s Shoes” Content Viewed Health Demography Woman 35-45 Season May Ad Exposure None Messaging Free next day delivery Have your gifts ready Free next day delivery Shop Now trainershop.com
- 23. 22 Detailed location, Wearable & IoT Data Move Beyond the Horizon Integration across all levels is the future New Channels and Inventory Audiences Beyond Cookie Inbuilt Creative Learning & Optimisation
- 24. 23 Recalculating Creative Trajectory We’ve gone long way to a good place, but the future is even more exciting but we use ads smarter now and integration across all levels is the future Programmatic used to mean boring,
- 25. Thank you Questions? Email: kristina@nmpilondon.com Tel : +44 (0)20 7186 2116 NMPi 3 Suncourt House, 18-26 Essex Rd London N1 8LN @lascalca /kristinakasalova
Notas do Editor
- Links with banner examples: http://sitelist.justpremium.com/demo/bbc http://www.eleanorstanton.com/retail-flash-banner-design-kiddicare/ http://adgibbon.com/richmedia/examples/disney-soy-luna.php http://adgibbon.com/richmedia/examples/playstation.php
- http://www.istockphoto.com/photo/sending-a-quick-message-gm519731124-90686377