How to use programmatic to drive branding results

(c)iStock/Pinkypills

In a world crowded with advertising, how can brands stand out? And more importantly, how can high-reach branding campaigns be made relevant to every individual?

For me, programmatic is the answer and can play a huge part in helping brands to stand out and drive results.

Time and time again we are faced with the age-old argument of whether data and creativity conflict with each other or work together to drive results for advertisers.

This has been further scrutinised by theorists, such as...

By John Goulding, 14 November 2016, 0 comments. Categories: Programmatic.

How moment marketing is bringing personality back to programmatic

(c)iStock/Xavier Arnau

Right now, the digital ad industry is facing an existential crisis.

Depending on who you ask, around a quarter of all internet users (at least in the US) use adblocking software.

The industry can put together as many task forces as it wants, but it won’t change the public’s perception of display advertising. As it stands, it’s an intrusion of people’s personal space.

How did we get to...

By Richard Anson, 07 November 2016, 0 comments. Categories: Programmatic.

A guide to unlocking the value of programmatic video

(c)iStock.com/kuarmungadd

I’ve been reflecting on my first six months at Tremor Video, and realised that much of what I’ve heard from partners in the market fits into a few key themes. These themes are hugely illustrative of the challenges marketers face in an increasingly video-focused world, so I have pulled together the following guide to unlocking the value of programmatic video:

Be aware of the scale challenge

Many publishers, and buyers for that matter, still prefer to trade video via...

By Andy Morley, 27 October 2016, 0 comments. Categories: Programmatic, Video & Audio Marketing.

Back to basics: What is programmatic and how can you make it a success?

Programmatic refers to the process of using software to buy digital advertising. This occurs most regularly in real-time bidding, where, thanks to the advances of technology, it's rare that any human would be able to handle the auction process at sufficient speed.

Programmatic is essentially an execution method that enables you to govern interactions faster and at a greater rate. It doesn’t necessarily mean those interactions (or those bids for digital space) are any or always smarter.

However, the...

By Alastair Bulger, 24 October 2016, 0 comments. Categories: Programmatic.

Why it’s time for programmatic advertising to get native

(c)iStock.com/milindri

Programmatic still has a reputation for remnant display inventory, but it also has huge potential to help brands deliver native campaigns.

And with consumers’ tolerance for disruptive ads depleting and adblocking consequently on the rise, there has never been a better time for brands to use native advertising to engage in a subtler, more complementary way.

Less intrusive and more sophisticated than traditional display formats, native ads create a more seamless user experience...

By Alessandra DiLorenzo, 13 October 2016, 0 comments. Categories: Advertising, Programmatic.

Sizmek launches new Programmatic Creative offering

(c)iStock.com/PeopleImages

Advertising software provider Sizmek has launched full and self-serve programmatic creative for DSPs and trading desks. 

Sizmek's Programmatic Creative solution is aimed at advertisers, publishers, ad networks, trading desks and media agencies. It uses dynamic creative tech to enable fast deployment of personalised creative across all channes. 

The suite also includes solutions to streamline workflow, centralise data, visualise campaign strategy and to collaborate with...

By Rachael Power, 12 September 2016, 1 comment. Categories: Programmatic.

Programmatic video rising rapidly, but cross-screen strategy is a must

(c)iStock.com/Martin Dimitrov

Google subsidiary DoubleClick has produced a state of play report, aiming to look at the use and adoption of programmatic video around the world.

With today’s ‘prime time’ now being all the time and across various devices, screens and apps, brands are turning to programmatic buying and selling.

In particular, programmatic video is seeing rapid adoption, with 85 out of the Ad Age top 100 advertisers using it on DoubleClick bid...

By Rachael Power, 15 July 2016, 0 comments. Categories: Programmatic.

Travel group lastminute.com launches new media and advertising arm

Travel specialists lastminute.com group has launched new media business The Travel People, for brands to capitalise on the current and growing popularity of travel content. 

The lastminute.com group has a network of online travel brands - ranging from Jetcost to the Spain-based Rumbo - so advertisers can reach eyeballs across all sites.

The platform will use 'smart audience extension tools' and programmatic tech to get brand content noticed and engage its rich customer groups on...

By Rachael Power, 07 July 2016, 0 comments. Categories: Advertising, Programmatic.