Candy, Coupons, Bleach and Branding

How Programmatic Can Put Your Branding and
DR Goals on the Same Shelf

BY TESSA WEGERT / Illustration by Will Bryant In digital marketing, finding a channel that can serve both direct response (DR) and branding needs is hardly in the bag—especially for consumer packaged (CPG) goods brands. For years they’ve scoured the web for tools that lend themselves to both of these strategies, but time and time again they find tactics better suited to one or the other. Paid search is effective. Display ad retargeting excels at DR. Try to work in branding, though, and things get sticky.

With programmatic, the story is much the same. Because automated media buying can reach in-market consumers to incite a real-time response, CPG brands concluded early on that programmatic and DR are a great fit.

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ut now that Oreo is making history by becoming the first to buy a Super Bowl spot through programmatic technology, you have to wonder: could there be more to programmatic than meets the eye? It might be nice to include both a link and the video, since it’s so clearly a branding ad.

There’s no question that CPG brands have embraced programmatic. According to reports, in Q2 of 2014, CPG companies were the biggest buyers of programmatic media, outspent only by retail brands. Compare that to a year ago, when they were the fifth biggest spender, and it’s clear the word is out about programmatic’s value to the consumer goods vertical.

Data from 2013 shows that 41 percent of companies working with fast-moving consumer goods have increased their ability to analyze large amounts of data in preparation for more programmatic campaigns. “The opportunities for layering on the data to understand who is interacting with our brands and when is not only helping us reach our targets, but redefining them,” Erika Lamoreaux, associate director of digital media strategy at The Clorox Company, told eMarketer for its CPG and Programmatic report.

Lamoreaux goes on to say that data isn’t only aiding in targeting efforts, but affecting ad messaging as well. “That will lead to opportunities to do more with the creative—to have more tailored messaging in a real-time media environment.”

It stands to reason that CPG brands are wondering how branding fits into all of this. Spending on programmatic is rising, but brands still have a mandate to communicate their value proposition to consumers and establish a relationship that’s built on more than one-off coupon purchases alone. Can programmatic be used to achieve a CPG company’s branding goals?

Messaging, Without the Mess

When you think about branding with digital media, what are the primary goals? To deliver a relevant message, to be sure, but also to express a brand’s core tenets, improve brand recall, and build brand and product affinity. Traditionally, brands have achieved these objectives by aligning themselves with content that attracts their target audience, be it a TV show or a particular print magazine.

Direct response, meanwhile, is about identifying a prospective customer in an effort to incite a measurable action. Fliers, email, newspaper ads … every channel is an opportunity if there’s a call to action. The perception among many marketers is that programmatic is better suited to the latter ‘yell and sell’ messaging that gets the job done. That’s largely because programmatic is so effective at putting the right ads in front of the right audience. Automated ads represent a direct path to a customer who has displayed some form of interest in a product. But that doesn’t mean there’s no room for ads that “brand.”

So what’s holding brands back? There are several aspects of branding campaigns that are of the utmost importance to CPG advertisers, and one of them is transparency. In the early days of programmatic, there were concerns about whether brands could retain control over their campaigns (“Where is my ad running? How can I be sure I’m not compromising the integrity of my brand?”).

Brands prioritize context online, just as they do with those TV and print campaigns. And while some marketers will tell you that programmatic doesn’t have an issue with transparency, it’s always prudent to conduct routine brand-safety checks, and to keep an open line of communication with agency partners and technology vendors. Today, both are acutely attuned to their clients’ concerns about transparency. They’re ready and willing to educate marketers about their solutions in order to keep them happy and maintain their customers’ trust.

And then there’s the issue of quantifying a branding campaign’s results. Naturally, digital marketers expect to know how their ads are performing—and they can. As Lamoreaux told us for our Laundry List report, brands like Clorox “leverage multiple data sources beyond online-only data to understand and reach consumers on their path to purchase. We tie everything back to what the brand is trying to achieve,” she says.

Kraft, which recently overhauled its data-driven marketing efforts, is finding that measuring key performance indicators is getting easier all the time. “I think this industry was built on brand affinity metrics, studies, purchase intent, or even worse, click-through rates,” says Bob Rupczynski, the company’s VP of Media and Consumer Engagement. “And now we’re at a place where we can measure those impressions against in-store purchases.”

What many brands are trying to achieve is a balance between DR and branding that allows them to benefit from the efficiency and insight that programmatic affords them in multiple ways. Makers of laundry soap, chocolate bars, and pre-wrapped snacks want to have their Twinkie, and eat it too.

One of the ways they’re managing this is by recognizing the value of sequential—or ‘flow’ — advertising for its capacity to deliver a brand-centric story that’s memorable and engaging. These ads hinge on obtaining the optimal amount of brand exposure. If you over-communicate, you’re wasting money. If you under-communicate, consumers don’t get the whole story. This kind of campaign requires brands to recalibrate the way they use programmatic ads. These aren’t single serving messages but an exercise in storytelling, the kind that’s proving so popular in the content marketing world.

CPG companies have at their disposal a secret ingredient that’s perfectly suited to telling these branding stories: video.

How Video Picks Up Where TV Leaves Off

Among the big programmatic spenders of Q2 2014 were Kellogg’s, Mondelez, and Kimberly-Clark, with Kellogg’s and Mondelez both breaking the top ten. A year ago, the list of the top 25 programmatic spenders didn’t include a single CPG brand.

In part, it’s their interest in video ads that’s making CPG brands want to invest. Online video is a go-to format for branding campaigns, combining the visual appeal of TV creative with a targeted audience and interactivity. It’s also a go-to for consumers. The Adobe Digital Index reports a new record for online video consumption last year, with US video views up more than 43 percent over 2013. If they hope to get in front of their target audience, brands must follow the eyeballs online.

In a report revealing the results of its first-ever US programmatic ad spending estimates, eMarketer states that programmatic video ads will represent 40 percent of all digital video ads by 2016.

Using programmatic for video allows companies like Mondelez – maker of such brands as Oreo, Chips Ahoy, and Trident – to reach the growing camp of consumers who favor the web and mobile media over TV. “We are focusing on a more screen-agnostic approach and moving away from a traditional media focus on consumers in the living room,” Ivelisse Roche, associate director for global media and consumer engagement with Mondelez, told Adweek. Of the $200 million that Mondelez currently spends annually on global marketing, 50 percent is expected to go to digital – with a particular focus on video – by 2016.

“I think video has been powerful since the invention of the motion picture and television,” says B. Bonin Bough, VP Global Media and Consumer Engagement with Mondelez International. “It has the ability to create resonance with people in a unique emotional way.” Bough adds that because TV engagement rates are down, the “only way to get that back” is by adding online video into the marketing mix.

If you’re wondering why CPG brands are making the switch to programmatic video now, look no further than the publishers with which they work. AOL Platforms reports that more than half of surveyed publishers (51 percent) are now making their premium video inventory available through programmatic platforms. Compare that to 2013, when just 36 percent of video publishers did the same.

A format that’s highly competent at delivering a branding message. An online audience that continues to swell. Premium video inventory delivered in a highly efficient fashion. It’s no wonder CPG brands like Mondelez, a company with annual sales that top $35 billion, are going programmatic.

Swapping Soap Operas for Data to Connect with Consumers

Think back to the old days of CPG advertising—or what you’ve heard about them. Soap operas were named for the soap manufacturers that sponsored the serial daytime dramas. In fact, Procter & Gamble owned and produced several popular soaps until CBS cancelled the last of them—”As the World Turns” and “Guiding Light”—in 2009.

The commercials that appeared throughout those shows allowed household cleaning, laundry, and personal care brands to ingratiate themselves with viewers. They were placed alongside content that appealed to their target audience, and their messages were delivered at just the right time: when consumers where inside their homes, where the products were meant to be used.

Today, catching consumers while they’re at home is no longer the goal. Multi-tasking and media fragmentation have made this an outmoded approach, just as online shopping, mobile media, and access to consumer data have created more opportunities to connect with consumers closer to the point of purchase. That said, finding the right moment to reach a customer is still critical to campaign success.

Clorox’s programmatic efforts and use of intent data to drive brand awareness provide a great example of this. “We’re using more and more data to understand who our consumer is, and more importantly, to find the right moment and right message to reach her for our brands,” Lamoreaux says.

Taco Bell echoes this sentiment. In recent years the company has upped its investment in social advertising, and points to the value of real-time messaging to make its brand voice heard. In an interview conducted by eMarketer in 2013, former Head of Social Media with Taco Bell Nick Tran said, “Real-time marketing is really about not only the right moments, but also the right fit and whether it is something the brand should have a say in.”

Even as data is used to support branding efforts, it continues to serve a purpose for direct response CPG campaigns. In a marketing program for Sunlight soap that ran in India, Unilever targeted urban consumers who had recently bought products from competing brands. Real-time data was used to deliver limited-time special offers in an effort to attract new qualified customers. Such consumer behavior data can also be used to inform subsequent campaigns.

Real-Time Results for Fast-Moving Goods

The importance of real-time data to both branding and direct response campaigns can’t be overstated. CPG companies deal in fast-moving goods, and in the race to convert customers there isn’t a moment to spare.

Personal care goods company Kimberly-Clark knows this well. Among its many programmatic campaigns is one for Little Swimmers swim diapers, in which it used data from the National Weather Service to target locations where the weather was sunny and over 70 degrees. In this way it was able to ensure that it was reaching the customers who were most likely to need the product, and in the process keep the brand top of mind.

According to reports, a post-campaign survey of the Little Swimmers ads showed a purchase intent of 67 percent. The campaign was also cost-effective, with cost-per-action rates 13 percent below the goal. Kimberly-Clark’s Global Media, Licensing and Consumer Services Director Mark Kaline notes the value of programmatic in optimizing impressions. “Swim diapers are not in season at the same time everywhere, so waste can be eliminated by focusing on markets that met certain criteria,” he said. One can imagine many a CPG product (hot chocolate, anyone?) that could benefit from a similar approach.

Another of the company’s campaigns, this time for Kleenex, leveraged data to target consumers during cold and flu season. Here too it might appear that DR is the primary goal, but let’s not forget that branding is largely about brand recall. Aren’t consumers who see a highly relevant ad likely to recall the brand that it promotes?

It’s hard to imagine a vertical better suited to programmatic marketing than CPG. Consumer packaged goods are essential items, and yet they aren’t on consumers’ minds until the moment that they’re needed. They’re products that consumers are accustomed to seeing advertised on TV, and so online video feels like a natural extension of the marketing experience. Mix in rich consumer data and premium video inventory, and CPG brands stand to attain something they’ve long been waiting for: a programmatic strategy that really cleans up.

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How to Explain
Programmatic Video
to Your Grandma

By BRYAN BARTLETT When it comes to branding, nothing is quite so dazzling to consumers as a triad of sight, sound, and motion. They just love their videos—and so do marketers, which is why brands have traditionally favored television. TV offers
scale, speed, and untold levels of
creativity, all in a single channel.
Increasingly, these advantages
can be replicated online.

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ow that programmatic is going mainstream (driven by stellar results stemming from the intelligent use of vast datasets), it’s no surprise that brand marketers want in on the action. And that, my friends, means programmatic video is hotter than hot.

It’s not hard to see why. Programmatic video offers exciting opportunities for brands to gain media efficiency, target the right audience at the right time, and extend the reach of their branding campaigns. Let’s take a closer look.

Media Efficiency

Break it down, and you’ll find that programmatic is really about allowing marketers to cherry-pick the consumers who will see their ads. Using data tied to consumer segments and web behavior, advertisers can select each impression they wish to buy for a campaign. This puts an end to the ineffective practice of blasting the same message to everyone in the room, whether they’re likely to purchase what’s being advertised or not. Programmatic video lets you zero in on your most qualified consumers, and that increases the odds that they’ll take action and engage with your brand.

The Right Audience

Think of it this way: if only one in a thousand people are primed to purchase a product like yours, why bother showing your ad to the other 999? Data is the driving force behind programmatic, and that data helps the programmatic platform delivering your ads to figure out who to target. Let’s say you’re Nestlé and you’re promoting TOLL HOUSE chocolate chips, a classic and trusted product that appeals to baby boomers, and in particular, grandmas. Programmatic platforms will find those grannies and nanas and bubbes where they’re spending time online. What it won’t do is promote the chocolate to the dieting, health-conscious consumers who are unlikely to buy them anyway.Better still, with programmatic you can measure how often those grandmas respond to your ads, and use that insight to make the ads better by featuring happy grandkids in the creative, or tweaking the message to focus on nostalgia.

Extending Those Brand Campaigns

There are countless consumers of all ages who no longer use a TV to watch their favorite TV shows, preferring instead the “anytime, anywhere” convenience of digital channels, such as Verizon’s TV-on-demand, Netflix, Hulu, and YouTube. So how does a brand like Nestlé show grandmas its TOLL HOUSE ads if they’re getting their entertainment online? That’s where programmatic video comes in. Programmatic video ads are targeted and highly relevant to the viewer, but they’re also interactive. A consumer sees a TV spot and files the brand message away for later. A consumer sees a video ad online and she can click for a coupon, view nutritional information, or access related brand content on the spot.

o will 2015 be the year that programmatic video replaces TV ads? Not so fast. Programmatic video still has some great opportunities, chief among them improving inventory quality and campaign measurement. Here’s where the industry stands today—explained in a way that even your grandma could understand.

First and foremost, marketers face a shortage of quality video inventory within open ad exchanges. These exchanges are like your weekly bingo session or bridge club meeting; most everyone is welcome, but the caliber of the players can vary. Many publishers prefer to sell their inventory directly to agencies and brands in order to get higher prices. What they can’t sell directly is offered to the the real-time markets, both open exchanges and private marketplaces. Premium publishers often prefer private marketplaces, which are typically limited to a handful of buyers—like a private tournament only open to the best competitors.

With a shortage of quality of inventory in the open ad exchanges, advertising vendors, such as Chango, is tapping into additional sources, such as those PMPs, or enter into an exclusive relationship with a publisher.

Still with us, grandma?

This isn’t to say that open exchange inventory is useless. A lot of it is decent, and some is really great. But like grandma’s all-sorts candy dish, there’s also some junk in the mix, and you have to watch out for those undesirable sweets.

How do you tell the good from the bad? Advertisers tend to rely on a combination of video-specific metrics, such as viewability, percent of video watched, and percent of completed views. These aren’t always reliable. Brands need to distinguish between click-to-play and auto-play ad formats, and consider that while auto-play views will naturally drive completed views, that isn’t the same as grabbing a consumer’s attention. In other words, the metrics used should be determined by the campaign, and should effectively reflect the goals the advertiser wants to achieve.

iewability is a good metric for programmatic video campaigns (why pay for an ad that a consumer has no chance of seeing?), but what does viewability actually buy you? The Media Rating Council (MRC) definition of the metric requires that 50 percent of the ad creative must be in view for just one second. Better get out those bifocals!

Click-through rate in programmatic video has its share of caveats as well. Accidental clicks are common, occurring as consumers attempt to close an ad and miss that tiny little X. And with video, advertisers need to measure not just the volume of clicks they receive, but the quality. This might involve strategies like looking at site analytics, bounce rates, and subsequent user engagements (such as clicks on the store-locator tab on a landing page).

Is programmatic video a complicated business? Yes. But it’s a business that’s aware of its challenges and limitations, and is actively working to resolve them. Like grandma always says: you can do anything if you just put your mind to it. And programmatic video is something well worth doing.

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The Marketer
in Aisle 3:
A Mobile Tale

By Ben Plomion Tired of all the same old marketing think pieces? So, are we, which is why we’re bringing back Kim, everyone’s favorite marketing heroine. For those who need a refresher, Kim is a fictional character, but she might as well be real because she’s based on the marketers we encounter every single day on the job.

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im, as loyal readers will remember, is an engineer-turned-marketer at a big
CPG company, and she’s completely obsessed with data — seriously, she’s
thinking about seeing a therapist about it. With the possible exceptions of Game of Thrones, her racing bike, and Cinnamon Toast Crunch (don’t ask), few things excite Kim more than using data to reach consumers in new and better ways.

And that’s why lately Kim hasn’t been able to stop talking about the promise of using mobile to connect with consumers as they shop in stores. As Kim sees it, mobile is a breakthrough technology for CPG marketing because it can bridge the gap between awareness and purchase without leaving the marketer dependent on the retailer. As Kim put it to her boyfriend over takeout not long ago, “Getting our offer in front of consumers as they’re standing in the grocery aisle is pretty much as good as it gets.” (This was around the time that her boyfriend asked if they could please stop talking about mobile targeting for one night.)

Only, wait for it… Kim’s got a little problem. Her CMO Dave (a.k.a. “Big D”) doesn’t quite get it. Dave, to be sure, is super smart. And it’s precisely because he’s so smart that he’s learned to be skeptical of “the next big thing.” Dave knows that for every real innovation in ad technology there are ten new buzzwords that amount to nothing. And while he’s learned to trust Kim, he’s just not convinced that these beacons he’s heard about will ever catch on.

Kim is known to storm the stage like Kanye West during the Clios.

She uses iBeacons in her house just to remind her to get milk. She even runs ads to herself based on the data.

Kim once backpacked Europe, without a backpack.

There’s an island off the west coast of Africa named after her. No one knows whys.

She doesn’t subscribe to Netflix, Netflix subscribes to her.

By now Kim knows that telling Dave he’s wrong won’t be enough. She’s got to show him the numbers. And that can only mean one thing: That’s right, Kim decides it’s time for another one of her monster decks, one of the 100-plus slide beasts that has become her trademark.

Kim opens the deck with the basics, pointing out that data from apps, social media, loyalty programs, and third-party retailers often makes it possible to target consumers in stores even without beacons. Kim then moves on to the next fundamental point: The in-store revolution has already begun. Her slides show that consumers are already purchasing new products after seeing mobile advertisements.

Better yet, as the next series of slides demonstrates, marketers already know which types of offers consumers like to receive while they’re shopping. Kim’s research found that 28% of grocery shoppers say receiving a coupon is the biggest influence on their purchases. Some 15% of shoppers indicate that advertising without a specific offer influences their purchases.

Kim, always thorough to a fault, also discovered that the wrong type of in-store messaging can backfire. Most consumers, not surprisingly, don’t want to use mobile apps if they slow down a shopping trip. Other consumers cite irrelevant messages as a barrier to using their smartphones to help with grocery shopping. As Kim points out to Dave, in-store mobile marketing ultimately works like all great programmatic targeting: You have to deliver the exact right message at the exact right time.

Just for good measure, Kim includes even more slides on the growing use of beacon technology in grocery stores. Beacons, the slides explain, are Bluetooth devices inside of stores that can communicate with smartphones as consumers browse the aisles. And the information that beacons collect allows retailers and marketers to better understand what works best for consumers as they navigate a brick-and-mortar store. As Kim’s deck notes, Apple has already made a big bet on beacons.

By the time Kim is done with the deck, she knows there’s no way that Dave can fail to see the promise of using mobile to close the gap between awareness and purchase. Still, tempting though it is, Kim resists the urge to write “TOLD YA” in all caps on the final slide.

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How Does
T-Mobile Define

By AMY MICHAELS / Illustration by Andrew Beck As Director of T-Mobile’s direct-to-consumer effort, Amy Michaels sees programmatic branding as a vital tool to her company’s success. But she also knows that to succeed, marketers need to change their mindsets, especially when it comes to digital initiatives, where the emphasis has long been on number of impressions and clicks. Interactions are T-Mobile’s top priority for the simple reason that every engagement is an opportunity to learn what customers want.

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How does T-Mobile acquire new customers?

We value interactions over impressions. Our goal is to figure out how to build a one-to-one marketing environment, with a focus on customer interactions, recognition and nurturing.

How do you identify the right customer to message?

We start by being obsessed with our current customers: Who are they? How long have they been with us? These people become our model, and we seek to know everything about them … where they live, what they eat, if they’re parents. Then we ask: how many people are like them? Where are they, and how do they want to be contacted?

We also want to know who’ll never be a T-Mobile customer, for whatever reason, so we don’t serve them ads.

Then there’s the large group in the middle, which is where I spend most of my time. I develop hypotheses about micro-segments, and serve up offers to see if we can get conversions.

What makes the T-Mobile brand stand out?

We’re customer obsessed. When you do things because they’re right for your customers, it solves a lot of internal conversations and makes you marketing more effective. It also means you’re already doing the right thing for the brand. Everything at T-Mobile is predicated on this concept.

Does T-Mobile use programmatic for brand campaigns?

Absolutely! That doesn’t mean we don’t do premium brand placements; we do. But – and this is important – marketers now understand that the value of an interaction is far greater than the value of an impression. Programmatic helps us understand where people want to interact with us, which allows us to focus our marketing in the right places.

How can programmatic help marketers understand the value of interactions?

Start by identifying the success events that are associated with customer interest and engagement. These are all the moments when consumers hold up their hands to say “we want to hear from you.”

Programmatic gives marketers an opportunity to discover what a particular consumer wants to know, and identify the right message to serve; to think about the customer journey.

Can programmatic build awareness or change brand perceptions?

Without a doubt. Twenty years ago we had no customer data, so brand marketers had to buy TV, magazine or radio audiences. It was the best we could do to create lookalike or affinity audiences.

Without a doubt. Twenty years ago we had no customer data, so brand marketers had to buy TV, magazine or radio audiences. It was the best we could do to create lookalike or affinity audiences.

Now with third-party data companies we get a lot of insight into customers, and we can use it across email, social and display executions, leading to one-to-one marketing. I think brand marketers are waking up to this opportunity.

How should we measure success in programmatic branding?

All brands need to define and score their unique success interactions. Obviously, some interactions are low, such as clicking on an ad, while others, such as signing up for a newsletter, are high. We also need to explore the number of low-value engagements that lead to more high-value ones, as well as the circumstances in which that happens.

What is the highest-value moment for T-Mobile?

Becoming a subscriber, but keep in mind that wireless is a considered purchase, and subscriptions are hard to achieve. But here’s some advice: If you focus only on the highest-value interaction, then you’re not curious about all of the steps that bring you to that moment. We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle.

What will it take to see programmatic branding on every media plan?

First, don’t worry about losing the discounts you get when you pre-buy inventory; it’s way more cost effective to think about the value moments you want to achieve. What do you want the customer to do, come to a page, and then do what? Download a coupon, and then do what? It all goes back to valuing the interactions because ultimately, they’re where you’ll find your next customers.

Additionally, to really nurture clients, marketers need to go beyond the data management platform (DMP) to achieve the next layer, which is one-to-one marketing across all channels. We need experts who can do that, and who aren’t prohibitively expensive.

What are some of the next exciting opportunities for programmatic?

Making connections between the channels. For instance, using credit card transaction data, we can see which customers are coming up for renewal. That gives T-Mobile an opportunity to investigate the offers we present to them in, say, email, as well as ask if these customers even like to convert in email. Maybe they prefer social channels.

Programmatic gives us the opportunity to understand where the customer is in the consideration set, giving them the offer they prefer, in the right channel. This is what’s really exciting to me.

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Things You
Didn't Know about

By Bryan Bartlett Like millennial slang, programmatic marketing through mobile is a bit of a mystery. Should we be calling it mobile programmatic, or programmatic mobile? How are brands using it? What do they stand to gain? Here are ten things you probably didn’t know about this much-hyped marketing trend.

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Programmatic mobile is not a myth...

But it might be an albino dolphin. Given that cookie tracking isn’t as effective on mobile devices as on the desktop, many marketers assume that retargeting mobile users and their fragmented activity can’t be done. But as the Interactive Advertising Bureau (IAB) reports, device ID sets, statistical IDs based on device attributes, HTML5 cookie tracking, and universal login tracking can all be used to deploy and optimize programmatic mobile campaigns. In other words, though it might seem like fantasy, programmatic mobile is very real.

Programmatic mobile will likely surpass desktop spend in 2015.

Research firm eMarketer recently estimated that 44 percent of all US programmatic display ad spending in 2014 went to mobile, and that mobile will represent some 56 percent of all programmatic spending by the end of this year. If programmatic mobile is an albino dolphin, it’s breeding—and fast.

Programmatic mobile is great for branding.

Mobile advertising hasn’t suffered the same glut of cheap banners that befell the web, so it’s already being used for premium branding campaigns—including through programmatic. Last summer, Nike used real-time buying to deliver interactive 3D mobile ads to soccer fans seconds after major sports moments unfolded on TV. According to Google, which ran the campaign, more than 2 million fans from 200 countries created over 500,000 “remixed moments” with the ads.

Mobile drives sales.

According to eMarketer, nearly 146 million consumers shopped on their mobile devices in 2014, an increase of 23 million over the previous year. Using programmatic marketing to make ads more relevant to consumers can give your mobile sales a major kick in the pants.

FocuMobile is now the first screen.

Though it’s long been thought of as the third screen, mobile overtook TV last year when consumers were found to spend 3 hours per day on their mobile devices versus 2.75 hours with TV. That makes it a critical part of your next programmatic campaign.

You can marry programmatic mobile with social media.

Just look at Honda, which recently bought programmatic Facebook ads for a campaign that included sponsored posts on mobile. The program allowed the brand to reach in-market car buyers near its Midwest dealerships.

Marketing with programmatic mobile is a retailer’s Shangri-La.

Think about it: combining consumer data with media buys made in real time can reach consumers while—and where—they shop. Retailers can benefit from geotargeting to connect with potential customers at the perfect moment.

Screen size doesn’t have to limit creativity.

Programmatic mobile ads can be so many things: immersive, interactive, useful. As you think about mobile ad creatives, consider how you can make the most of smartphone or tablet functionality and personalize your ads for this very personal medium.

The time is right to experiment with programmatic mobile.

According to a recent Chango survey of 500 brand and agency marketers, over half expect to see more than 10 percent of their conversions happening on mobile devices over the next 18 months. In the famed words of Mondelez International VP of Global Media & Consumer Engagement Bonin Bough, “Of the seven billion people in the world, 5 billion have phones, 4.1 have toothbrushes. This is the biggest revolution we have to connect with consumers.”

You can’t have an omnichannel marketing strategy without it.

Sounds obvious, right? But brands have a habit of putting all of their eggs in one basket, often to the detriment of their campaigns. Rather than favor one channel over the others, strive to create a seamless multi-platform brand experience. Deloitte reports that frequent big spenders are likely to use multiple channels prior to making a purchase, including mobile devices in-store.

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