Streamlining the Data-driven Beast
Sorting through what seems like an infinite number of data points is exhausting and when it comes to targeting consumers at the intentmoment of purchase, the task seems almost impossible. Rima Nakhala, Associate Digital Director, UM MENA expands on the real power of programmatic and big data. Talking to
she explains the phenomenal impact this has had especially when it comes to costeffectiveness and performance.
What are the challenges advertising firms are facing in making the shift to programmatic, both from a technical stand point and in convincing clients to make the leap?
Publishers’ collaboration is the main challenge in this region, as they are slowly adapting to open their premium inventory and users’ profile data, especially the premium video formats.
As for the clients, education is the key. They always come back with concerns about brand safety, as making the shift from fixed placements to audience targeting will make them feel they have less control where their ads would appear.
Another challenge is measuring post click attribution to sales from programmatic buys; although this in a way is still a work in progress for all digital media touch points in general.
How does programmatic affect the creative aspect of advertising both in the short term and long term?
I would say programmatic is definitely “creative A/B testing” at its best. The ability to serve relevant and dynamic creative messages in real time to segmented audiences will change the way clients are producing digital creative campaigns, as it shouldn’t be any more adaptation of offline material.
Big data is often described as the key behind the success of programmatic. Please describe its role in programmatic.
Trading desks use a number of technology platforms to analyse campaign performance across thousands of sites, run predictive modeling and complex reporting. Programmatic campaigns generate a lot of data and the tools can handle big data easily and create valuable insights in real time - that’s the real power of programmatic and big data.
Advertisers willing to experiment with media campaigns on leading social networks now have a distinct advantage moving forward. Whether they choose to go big or small, the social web equips advertisers with significantly more consumer data points than ever before to improve the targeting and relevance of online advertising. Where do you come in and what can you offer that in-house marketers can't solely do?
Programmatic through Social ad exchanges combine traditional social media profiling with segmented Audience Intelligence capabilities to create a unique approach to targeting. While social networks targeting capabilities are based on user interests and demographics, Programmatic offers behavioural and browsing habits from across the web. Audience profiles provide more up-to-date insights as opposed to just the static information that social media provides.
At UM MENA we have a team of specialists as part of our global RTB unit CADREON. Our team is comprised of qualified on ground personnel, strategists and data analysts and we have bespoke and best in class campaign management tools that enable us to work on scale. With our team setup, we act as both Artist and Scientist to derive creativity with data driven insights.
"Likes,” views and followers were all the rage in 2010. Despite the social media community emphasising engagement instead of reach, media agencies quickly learned that engagement doesn’t scale easily, making it difficult to sell. Today, the data and analytics-driven approach is paramount to drive marketing performance. What’s your stance?
The data analytics approach is the key to increase personalisation and customisation in an age of mass advertising; it is the best approach to cut through the clutter. By targeting through moments and not just through demographics and timings, we will be able to cater to our target audience efficiently and with more relevant marketing messages.