Two thirds of media plans for brand advertisers (advertisers) are now implemented programmatically. The advantages such as targeting and comprehensive frequency capping contribute to this development as well as the continued increasing availability of eye-catching formats. Proven visibility and actual target group reach, provided the right expertise in campaign design and management, can exceed conventional media planning and lead to efficient target group CPs.
Advertising companies strive to have as comprehensive a view of their customers as possible in order to be able to target their communication in a more targeted manner. Data Management Platforms (DMPs) can help to make existing data in the company usable to optimize digital marketing.
At the beginning of February, the 'Online Retail 2017' conference will present the latest trends, tools, methods, innovations and best cases in the e-commerce sector. The conference is considered the annual kick-off of the e-commerce industry and presents excellent speakers on exciting topics.
Branding campaigns are now also making use of programmatic purchasing. In the USA, a good 55 percent of display ads are said to have been purchased programmatically in 2015. Branding in programmatic does not have to reinvent the wheel; rather, the possibilities are increasing, whether in terms of measurement, reporting or even addressing target groups more precisely.
