Programmatic Branding Statistics
According to the latest Programmatic Branding Report, programmatic branding is being used by 62% of marketers for brand campaigns. The Report was produced in partnership with Quantcast and is based on a survey of 100 senior marketing professionals in the UK and US. The report reveals that brands have been trying to reach audiences online by using programmatic methods. It was found that 37% of marketers expected to increase their budget for programmatics in 2016 and 2017. The survey asked for marketer’s perception of programmatic branding and this is what they said:
- 64% said that programmatics increased efficiency in branding campaigns
- 58% agreed that it reduced overall advertising costs
- 56% opined that programmatic advertising targeted the right audience in real time
- 52% said that programmatic methods gave them the opportunity to leverage first party data
- 52% said that they had a higher ROI from programmatics
- 49% stated that they could build more effective cross device campaigns
- 49% of marketers said that they could gather better data and insights to understanding their customer
- 48% agreed that programmatic had the ability to achieve scale
- 45% of marketers said that programmatic advertising reduced time to launch campaigns
- 45% said that programmatic advertising helped to leverage 3rd party data
Defining Programmatic Branding
Programmatic advertising is a way to buy media space in real time; the real time bidding is a digital strategy that is set to be the main form of advertising by 2020. In 2014 alone, revenue from real time bidding reached $1.6 billion. The main benefit of programmatic buying is in the automated system that helps to target audiences and save the marketer time. In real time bidding, the marketer can set the bid price and network reach in addition to adding behavioural parameter and other customer data. In other words, programmatic advertising is a sophisticated way of targeting a defined audience and adding many variables at the same time. Algorithms help to filter target the potential customers according to behavioural data, thus giving marketers more time to work on other things.
Using data that is relevant to a branding campaign, programmatics can serve ads that are optimised at the impression level. Running targeted ads based on customer behaviours is an efficient way of promoting a product. This building of a custom pool of consumers is what makes programmatics so attractive to marketers. Programmatic advertising has been compared to the stock market in the sheer size and scale of ‘trading,’ ad impressions.
Virtually any online business can benefit from programmatic advertising. The precision of programmatic is superior to paid ads where there can be inefficiencies in targeting the right customer. It is cost effective and operates well on cross devices as well. All the mechanics of real time bidding-such as setting a reserve price, displaying unsold inventory in real time and scoring higher bids adds to the transparency of the process. Ergo, you only bid for ads that your customers want to see.