Pro­gram­matic Ad­ver­tis­ing De­crypted

ArabAd - - COVER STORY -

–Rima Nakhala – UM MENA

Chances are you’ve heard the buzz sur­round­ing pro­gram­matic ad­ver­tis­ing and how it is pro­jected to rise 50 per­cent this year to $21 bil­lion glob­ally (Source: Magna Global). Its rapid rise to global promi­nence and in the Arab world has at­tracted the at­ten­tion of many big play­ers in the industry. De­spite be­ing a buzz phrase, pro­gram­matic ad­ver­tis­ing seems to be trans­lat­ing into a huge com­pet­i­tive ad­van­tage for com­pa­nies. So what is pro­gram­matic – also known var­i­ously as au­di­ence-based buy­ing, data-based buy­ing, ex­change-based buy­ing, trad­ing, RTB and pro­gram­matic buy­ing – and how does it ac­tu­ally work? Pro­gram­matic is not a chan­nel. It is a new, smarter and more ef­fi­cient way to buy me­dia. But it's is much more than that; it’s a method to re­solve the highly frag­mented industry that ad­ver­tis­ing has be­come, to max­imise the re­turn on in­vest­ment (ROI) in ad bud­gets. So the ques­tion is not re­ally should brands in­vest, but rather, how. As or­gan­i­sa­tions move along the pro­gram­matic jour­ney, Data and An­a­lyt­ics (D&A) is ris­ing up the agenda, be­ing a main driver in this shift in mar­ket­ing. Hence the fu­ture of me­dia plan­ning and in­vest­ment seems

In to­day’s dig­i­tal world, con­sumers are en­gag­ing with brands on a daily ba­sis through sev­eral screens that are open to an over­whelm­ing level of in­ven­tory; thereby mak­ing it chal­leng­ing for ad­ver­tis­ers us­ing the tra­di­tional me­dia buy­ing meth­ods to be present through­out con­sumers’ pur­cha­sein­tent mo­ments. Pro­gram­matic ad­ver­tis­ing of­fers the so­lu­tion to this via cus­tomised strate­gies tai­loured to unique au­di­ence pro­files and goals. In ad­di­tion to so­phis­ti­cated au­di­ence and cross-chan­nel in­tel­li­gence, it’s all done in real time through one con­sol­i­dated dash­board, mak­ing the de­ci­sion of choos­ing the right time and in­ven­tory more cost ef­fec­tive, per­for­mance driven and au­to­mated.

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