Programmatic Advertising is a rapidly developing market. A way to automate high quality ad placements across a bespoke display network, which naturally translates to huge return on investment potential… oh, and efficiency! It’s shifting the digital performance marketing sector and seeing specialist agencies – like Loud Mouth – stay at the forefront of conversion-rich advertising for clients the world over.
Loud Mouth Media recently partnered with StackAdapt, programmatic advertising leaders, to further strengthen our integrated marketing offering and prioritise innovative performance. As the old saying goes, ‘with friends like these’!
Some of our award-winning PPC professionals joined our new Partners in the South of France for StackDay Europe, an exclusive event all about programmatic advertising, where they rubbed shoulders with Europe’s best digital marketers. Not only were secrets shared, knowledge passed, skills gained, but as you would expect from Nice, France – many baguettes were also consumed.
Our team have included some hot tips below, and for the latest on programmatic advertising trends and best practise – Loud Mouth Media can ensure you get access to the leading minds in the sector!
Programmatic advertising is a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps. Programmatic advertising makes it possible to purchase and place ads, including targeted advertising content, in less than a second. Think Display Advertising, but on an exclusive network, and with Partners like the Wall Street Journal, you can be reassured your brand will be visible on high traffic websites focused on your key buyers.
So, what’s the latest on programmatic all good Marketers should know?
“75% of advertising impact is determined by creative quality.”
Finding the best combination of creative is a task every digital marketing agency is challenged with. A useful framework explored in this seminar was testing 3 ad copy types against 3 creative image asset types. These ad copy types included: Emotional, Functional and Testimonial. Whereas the image types included: Product, Human and Abstract. From a total of 9 possible combinations, through testing, the right format for your brand can be ascertained.
“Never stop testing, and your advertising will never stop improving” - David Ogilvy
We also explored some exciting creative opportunities like Native, Hot Spot, Carousel, Discovery, In-Banner Video, Social Display, Connected TV etc. Three key best practises when it comes to ad creatives that we took away from this session included:
All of these practices transcend Programmatic Advertising and feed into our own campaign management across our clients through PPC, Social, and SEO.
We explored the future roadmap for StackAdapt’s programmatic offering, which included exciting opportunities like:
When it comes to the theory of prospecting/affinity audiences, as marketers we often refer to the phrase “TV-scale audiences”. With Connected TV, this reach is brought to life. Offering diverse audiences across households, reaching cord-cutters and cord-nevers on TV screens. Which can be integrated into cross-channel marketing through native, display, video etc.
Reaches desirable gaming audiences in an emerging industry - in a brand safe way. This form of advertising can be viewed as sponsored features, rather than standard paid media placement, and presents the opportunity to place your brand within the game itself.
Bringing together the physical and digital worlds, Digital Out-Of-Home utilised physical digital billboards placed in both iconic/public locations and more local depending on your business goals.
The key to success with multi-channel marketing will be the continuity of messaging across all of these channels. Consistency in brand representation & messaging will ultimately dictate the success of such platforms, and exciting technology opportunities like this will offer advertisers new ways to connect client brands with the right audiences.
Two key verticals were highlighted when looking at Programmatic solutions for the future:
Within this, particularly in reference to Retail, it was highlighted that the future of advertising will be: “High Impact Personalistion”.
The retail market is the most receptive to personalised ads and consumer receptivity to 1:1 personalised ads is at an all-time high. The future of performance marketing with clients across both retail & B2B will look to personalised ad experiences on all fronts.
When considering this future, the future creative solution presented at StackDay we were most excited for was… DCO: Dynamic Creative Optimisation
The conversation around a cookieless world drew some key points which we must certainly consider when thinking about operating within a world without cookies:
Until next time, from the Loud Mouth team, au revoir!
Loud Mouth Media are an award-winning digital performance agency, if you need a digital partner to help your PPC Advertising generate growth for your business – we’re the people to call! Get in touch today.