Is Programmatic Advertising Across Mobile Impactful?

Is Programmatic Advertising Across Mobile Impactful?

We all know that mobile is big, says Midu Chandra, one of the co-founders of marketing and technology consultancy mobiDdiction. The reality is that within this financial year most Australian publishers will see more traffic coming from mobile than from desktop.

Knowing that the audience is on mobile, can programmatic buying via mobile make a difference to the bottom line?

In any marketing program or advertising campaign, execution is as important as the strategy. Programmatic buying assists in executing efficiently, allowing more time to be spent focussing on the big picture.

So lets talk about the benefits of programmatic buying, and how marketers in the mobile ecosystem can reap the rewards.

More cost saving and effectiveness

Traditional media buying practices can be pretty cumbersome and time consuming; the advent of mobile and programmatic buying takes a lot of the legwork out of media buying. The need to ring publishers, identify custom audiences, book local media, negotiate rates are lifted via the click of a few buttons, in turn allowing the media planner/buyer to do their job, focus on the creativity and science behind the message and comms platform.

Programmatic buying is able to lighten the load, but it cannot replace a strategic and creative mind.

Connect with audiences through more impactful messaging

The first step in any marketing process is determining your target audience, programmatic buying makes it much easier, and faster, to find users that fall into your categories. Faster and more targeted advertising increases overall ad impact, and programmatic allows advertisers to be selective with whom to specifically target and can reach that audience in real time.

In fact, when using real time bidding, an ad can be displayed on a screen within milliseconds – ensuring that your ad is still extremely relevant to your target audience. The service makes decisions using first and third party data about consumers’ demographics, including location, income, gender, marital status and interests, but it also goes one step further. Programmatic can tell you a user’s search history, whether they have visited your site or app before, and even if they have previously viewed your ad. Using this you can refine your messaging and eliminate wastage of marketing dollars on the wrong audience or message.

Embracing cross screen behaviour and customer journeys

Multi-screen behaviour is often spoken about but hard to act upon. Furthermore as much as we deny it last click attribution is still rife within our industry.

If someone is researching a product on their desktop in the morning, see’s a YouTube video about it throughout the day and then finally orders the product via a coupon site on their mobile during the evening train trip home, we still most likely attribute this sale to the coupon site. It’s hard for us to calculate the influence other media had on this decision.

Programmatic advertising especially via social channels like Facebook provides marketers with a mechanism to monitor customer behaviour from digital TV, to desktop through to mobile allowing you to target customers using the most relevant and compelling offers.

Video, video and video

Marketers are now well and truly aware of the effectiveness of video especially on lifting brand metrics. Programmatic video only helps step up these efforts. On the mobile the ability to target based on geo-location, interests, interaction via mobile apps and mobile web makes programmatic video media the most compelling media investment for brand and BTL marketers.

Insights you can learn from

Not only does programmatic buying provide insights before audiences are targeted it also provides great insights once impressions have been served. Marketers receive insights on how audiences engaged with their ads, behavioural nuances based on location, time of day that works best and what retargeting and retention tactics work the best.

Whilst we can see that programmatic media buying on the mobile is hyper contextual and certainly something that directly impacts the bottom line, there is no getting away from the fact that marketing is still about the right message at the right time.

Programmatic advertising especially on mobile makes enabling this a lot easier but nothing can take away from solid strategic planning and creativity itself.




Please login with linkedin to comment

Shopping TubeMogul

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]