DMPs Are The Key For Programmatic Advertising’s Future, Says New Research

DMPs Are The Key For Programmatic Advertising’s Future, Says New Research
SHARE
THIS



Data management platforms (DMPs) are playing an increasingly important role in supporting effective, programmatically-driven, marketing and advertising, according to research released by Econsultancy and Oracle Marketing Cloud.

The research report, titled The Role of DMPs in the Era of Data-Driven Advertising, surveyed 170 marketing and advertising executives spanning global industries who detailed that while DMPs haven’t been operationalised as long as other key marketing and advertising technologies, they have become central for marketing and advertising success in a short-time.

The study shows that more than two-thirds of marketers (68 per cent) surveyed by Econsultancy agreed that DMPs are ‘key to the future of programmatic advertising’, while the same percentage said they had successfully used data to improve their advertising effectiveness due to the fact that they provide rich audience creation and segmentation based on a variety of data inputs that previously, without the use of a DMP, would be difficult if not impossible, to obtain and activate across channels.

Additionally, the study found that 60 per cent of those companies using DMPs are optimising other marketing channels in addition to display advertising. ‘Website’ (51 per cent), ‘search’ (49 per cent) and ‘mobile’ (46 per cent) are the channels most commonly optimised with the help of a DMP to better deliver a complete customer experience.

“The benefits of using data management platforms are becoming more widely understood by companies who are keen to make sure they are using their own first- and third-party data to gain a competitive advantage. DMPs can help with better targeted display advertising campaigns, but they are also being harnessed to deliver a better customer experience across a range of touchpoints,” said, Linus Gregoriadis , research director, EConsultancy.

Key Findings from the report include:

Some 58per cent of those companies using DMPs have only started using them within the last two years.

‘Centralised control and standardisation of existing first-party data’ is the most popular reason for using a DMP, cited as a major benefit by 53 per cent of marketers surveyed. The next most popular reason is the use of existing data ‘for better email, web, social and content personalisation’ (51 per cent).

More than half of companies (56 per cent) using a DMP say that it is managed by their IT department.

Leading DMP use cases as articulated from the survey respondents are also highlighted as:

  • The ability to use the data an organisation already has to provide the ability to learn more about current customers to better shape communications
  • Adding additional meaning associated with the data to provide insight to help shape the right communication at the right time
  • Growing acquisition or “upper funnel” opportunities for attracting new, right customers
  • Continually improving and optimising data inside through integrated analytics and measurement
  • Reducing waste by ensuring that the right inventory is served to the right audience;
  • Optimisation of the entire customer journey

“Oracle and the Oracle Data Management Platform have purposely enabled marketing and advertising customers to get the most out of the data they already have as well as extend through acquisition channels to better optimise their customer experience and deliver the best brand experience achievable,” said Alex Hooshmand, vice president product management, Oracle Marketing Cloud.

“We believe the ability to harness the data business’s already have, about what customers do, say and buy, is key to enabling the best cross-channel communications and advertising success, and we are very encouraged that the marketplace and industry leaders are validating these use cases as well.”

Latest News

Mobiddiction Wins Innovation Award At IABCA 2018
  • Media

Mobiddiction Wins Innovation Award At IABCA 2018

Sydney based tech consultants, Mobiddiction, has been crowned with the  Excellence in Innovation Award at the 2018 India Australia Business & Community Awards. Held at Brisbane  City Hall for the second consecutive year, the awards celebrate the Australia India relationship while honouring migrant entrepreneurship and community leadership and aims to raise awareness of Indians in […]

Indie Agency Edge Up Creative Recruits After A Series Of Wins
  • Media

Indie Agency Edge Up Creative Recruits After A Series Of Wins

Following recent new business wins including WW (formerly Weight Watchers), NGS Super and BASF, indie creative and content agency Edge has hired creative duo Peter Mountford (left in photo) and Salvatore Cavallaro (right). Copywriter Mountford was previously at Leo Burnett and R/GA, having worked on clients such as Telstra and McDonald’s, while art director Cavallaro was […]

Luminoso Launches Of Revolutionary Business Model
  • Media

Luminoso Launches Of Revolutionary Business Model

Marketing, technology and creative recruitment firm Luminoso is disrupting the recruitment industry with the launch of a new business model that puts its customers’ interests above short-term revenue. Under the new business model, Luminoso will no longer bill its clients on the first day a successful candidate starts work. Instead, it will share the risk […]

Former Dentsu Exec Kym Pfitzner Joins Six O’Clock Advisory As Chairman
  • Marketing

Former Dentsu Exec Kym Pfitzner Joins Six O’Clock Advisory As Chairman

Australian-owned strategic communication firm Six O’Clock Advisory has announced the appointment of Kym Pfitzner as chairman. The 25-year media and marketing veteran will take up the non-executive post at the company from 14 January 2019. Pfitzner joins Six O’Clock Advisory as a highly-regarded adviser and director who has held senior leadership roles in the Asia […]

WPP AUNZ Study: Aussies Found To Regularly Lie About Money, Family & Happiness
  • Advertising
  • Marketing
  • Media

WPP AUNZ Study: Aussies Found To Regularly Lie About Money, Family & Happiness

Australians regularly lie about money, family, finances, their job and happiness, new research shows. They also keep big secrets from their partners, family and friends a new study by WPP AUNZ had revealed. The study, called Secrets & Lies, Uncovering the Underbelly of Australia, analyses the difference between what Australians say and what they think […]

by B&T Magazine

B&T Magazine
Sydney Airport Lands Massive Advertising Partnership
  • Advertising

Sydney Airport Lands Massive Advertising Partnership

Sydney Airport has partnered with large-format outdoor innovators, Wideopen Platform, to unveil one of Australia’s largest advertising building wraps across the Western face of the T1 International multi-storey car park. Sydney Airport general manager of retail Glyn Williams said the new wrap spanning 1,957sqm delivers another significant media opportunity for advertisers at Australia’s gateway, beyond the existing portfolio. “We’re excited […]

Sunday TV Wrap: A Resurgent 60 Minutes Gives Nine A Big Win
  • Media

Sunday TV Wrap: A Resurgent 60 Minutes Gives Nine A Big Win

An emotional tell-all interview with NRL player Johnathan Thurston has delivered big numbers for Nine’s 60 Minutes last night. Thurston – who retired at the end of this season to become a Nine commentator – opened up about alleged rape allegations that have dogged his career way back when be played for Canterbury Bankstown in 2002. […]

by B&T Magazine

B&T Magazine
APN Outdoor Brings The Invictus Games To XtrackTV
  • Campaigns
  • Media

APN Outdoor Brings The Invictus Games To XtrackTV

APN Outdoor, the official Outdoor Media Partner of the Invictus Games Sydney 2018, has revealed the next phase of its partnership with the Games, launching coverage through its XtrackTV national digital rail network. The industry-leading XtrackTV network operated by APN Outdoor is delivering content from the games in Sydney to rail commuters, direct from the official broadcast partner, […]

Japanese Cosmetic Firm Unveils Surreal Ad With Cool LGBTQI+ Twist
  • Campaigns

Japanese Cosmetic Firm Unveils Surreal Ad With Cool LGBTQI+ Twist

Japanese cosmetic firm Shiseido has unveiled its latest campaign that’s epic as it is stunning. The three-and-a-half minute spot is called “The Party Bus” and goes from the surreal to the bizarre all while highlighting the power of make-up. It follows a young Japanese girl who falls for what appears to be a samurai, before ending with a […]

by B&T Magazine

B&T Magazine
Engaging.io Appoints Blockchain Specialist To Lead Business Development
  • Media

Engaging.io Appoints Blockchain Specialist To Lead Business Development

Technology and digital agency Engaging.io has appointed Siva Gounder as senior business development manager as the independent agency continues to invest in technology. Gounder joins Engaging.io from CRDZ, a decentralised platform addressing issues preventing widespread adoption of blockchain and cryptocurrencies. For more than two years he was charged with developing blockchain partnerships and marketing. Prior to […]

Ten Pictures That Will Make You Feel Good About Living Down Under
  • Co-Lab
  • Media

Ten Pictures That Will Make You Feel Good About Living Down Under

The photo aficionados at Getty Images Sydney have curated some of their favourite images from the ‘This is Australia’ collection, capturing all that is great about our lifestyle Down Under. We could be every one of these people. The photo aficionados at Getty Images Sydney have curated some of their favourite images from the ‘This […]

Partner Content

by B&T Magazine

B&T Magazine
Study: Sydney FC Most Popular A-League Club, As Support For The Phoenix Plummets
  • Marketing

Study: Sydney FC Most Popular A-League Club, As Support For The Phoenix Plummets

A-League Premiers Sydney FC have topped the Roy Morgan A-League supporter ladder for 2018 with 613,000 supporters an increase of 11.7 per cent over a year ago following the clubs back-to-back wins as A-League Premiers in 2016/17 and 2017/18. Defending A-League grand final champions Melbourne Victory were second with 526,000 supporters, down 8.7 per cent on a […]