This report provides guidance on setting up and running a highly effective programmatic marketing campaign, serving as an informational tool for advertisers who run their ads programmatically, an audit guide for agencies that deliver the programmatic activity and a best practice manual for the trader.
This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
1. Executive Summary It has been suggested that programmatic advertising is getting boring. And this is a good thing. The programmatic sector seems to be moving from edgy, seat-of-your-pants entrepreneurialism towards staid and reliable big business (characterised by Verizon’s purchase of AOL). Advertisers will be forgiven for not quite agreeing with this view as many […]
1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview, B2B Social Media Best Practice Guide and Paid Search Best Practice Guide. The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget […]
Nikki Hawke is the Chief Marketing Officer of Hivestack – a global ad tech leader in programmatic digital out of home (DOOH) advertising. We caught up with Hawke to find out more about her role, the benefits of programmatic DOOH, and why she believes it should be a key part of a wider omni-channel strategy. […]
Nils Andersson Wimby, Agency Director at Isobar Sweden, argues that marketers always need to be open to new perspectives.
Today’s ‘Day in the Life’ features Tanzil Bukhari, Managing Director, EMEA at DoubleVerify. We spoke with Tanzil about his typical working day, and to find out how it has changed since Covid-19.
Out of home (OOH) advertising has been one of the hardest-hit channels during the pandemic – but significant recovery is forecast for next year. Jean-Christophe Conti, CEO of VIOOH, a global marketplace for out of home, explains why he believes programmatic OOH will be key to this recovery and to the future of the medium.
Transparency across media planning and spend has always been critical for marketers. This has been a long-standing challenge – according to ISBA’s May 2020 study, “15% of advertiser spend – an “unknown delta”, representing around one-third of supply chain costs – could not be attributed.” Now, with change brought on by the Covid-19 pandemic, marketing […]
With digital advertising spend set to overtake traditional for the first time this year, there is no longer any debate on where the future of advertising lies. But many large advertisers are yet to transform their approach, being still beholden to an old model of media buying. This means they lack access to advertising data, […]
What’s it like to work in outdoor advertising during lockdown in the middle of a pandemic? We asked Jean-Christophe Conti, CEO at VIOOH, about his experiences in digital out-of-home over the past few months.
What’s happening in the world of adtech since the coronavirus crisis hit? We caught up with Michael Nevins, CMO at Smart Adserver, to find out.
If I asked you to think of your favourite advert, what comes to mind?
Direct-to-consumer (DTC) brands are often in the privileged position of having full control of their marketing. Many have grown through in-house expertise starting in paid search and developed into social.
The UK Information Commissioner’s Office (ICO) has questions about the legality of certain parts of the programmatic ecosystem and says that “the future of RTB is…in the balance”.
Criteo styles itself as the ‘leading advertising platform for the open internet’ – it chiefly works with retailers, brands and publishers to target audiences and increase visitors and conversions across mobile and web. John Gillan is the Managing Director of Northern Europe, and he’s our latest interviewee. Here’s what he had to say about his […]
Case Study: New York Bakery Company’s programmatic strategy increases engagement by 82%
With New York Bakery Company facing increased category competition, the company wanted to bring the brand to life online and attract more customers, by driving penetration of the range and integrating with existing media campaigns. This case study looks into how they achieved this using programmatic.
Understand what programmatic means and the key terminology for marketers.
10 tips for success in optimising programmatic media.
How sophisticated tracking techniques are giving marketers better ways to target consumers.