The advanced targeting and analytic capabilities available to advertisers has led to programmatic media now accounting for 80% of digital media spend.
Traditionally, programmatic technology has been used to build campaigns from a media-activation perspective. Making sure you're reaching the right people, in the right place, at the right time.
However, with all the audience behaviour data available to advertisers (e.g. what content, at what frequency and from what location) - is now the time to embrace these data signals to shape, personalise and tailor creative and messaging?
It’s worth keeping in mind that consumers don’t hate ads, they just hate bad ads. Good advertising is all about creating powerful and emotive connections between brands and consumers, with a clear value exchange. The most successful brands do not simply repurpose ads from other channels into digital; they reimagine how advertising mediums, such as digital audio, display, and even TV, should be utilising programmatic to help deliver their message in an engaging and creative way.