In recent years, there has been a progressive increase in the number of investments in programmatic media to branding campaigns around the world, showing that there is a change in the marketing mentality of the major global markets for digital advertising. According to a 2015 study by Econsultancy, about 62% of advertisers in the United States and England are using programmatic for branding goals, expecting to increase on average by 37% this budget over the next two years. The focus shifted from buying targeted channels to reach the consumer wherever they are and at the best time for the awareness campaigns, brand lift and prospecting.
The advertisers realized the importance of focusing digital campaigns not on the content alone, but on the consumer. They discovered, finally, that what matters is the "who" and "when," not only the "where". It is important to have these three variables present in a successful campaigns of performance or branding. Bob Arnold, Director of Digital Strategy Google USA, said in a recent article that all advertisers have a common goal, which is to connect with the right people in the moments that matter. And to do that, more and more companies are embracing the purchase of programmatic media to deliver their campaigns and engage customers in relevant experiences to ultimately win the love to the brand.
This reality begins to change gradually at LatAm, where until recently, programmatic media was seen only as a tool to leverage sales and understood as a part of their immense potential to offer the advertiser the best solutions in various stages of the funnel conversion: the brand awareness, through the acquisition of new customers to reach the final sale of the products.
But even with so many possibilities to work with data in real time, advertisers are reaching only about half of the target audience. This is not because they are unavailable, but because when the accuracy of this target audience is measured, the validity is not as accurate as expected. According to a study by Nielsen, over 60% of online ads are delivered outside the advertiser's brand target.
Finding the best ad placement is more difficult given the increasing complexity of devices, formats and ad content. As investment in branding grows, brands must develop their understanding of KPIs, especially in relation to offline media channels, where historically most budgets are spent. This is important even when we are talking about programmatic media and its various players.
Therefore, the success of a branding campaign in the Real Time Bidding space depends on these challenges by incorporating four key elements:
The branding formats that are now available are also critical to the adoption of programmatic buying to branding campaigns. Significant volumes of rich media formats are now available through programmatic channels following the standard guidelines of IAB Rising Stars. The optimized interaction rates and proven improvement of brand memory are convincing when coupled with scalability, aimed at effectiveness and measurement through KPIs.
It is important that the campaign involves your target audience at the time of influence to generate real and consistent results. Another key reason for the increased investment in brand is simplicity and insights. Advertisers do not have to wait any longer to the end of a brand campaign to analyze its effectiveness. This insight is given in real time, and more importantly, is optimized in real time. Through programmatic advertising it can see the impact of a campaign in consideration of the brand.
In order to calculate the effectiveness of CPA brand, another change of mind must also occur: the measurement. Marketers need to focus on branding KPIs and look at the increase in brand loyalty, not clicks. In 2011, the study "Beyond Clicks and Impressions" from Nielsen showed that there is no correlation between clicks and brand metrics or offline sales. And yet, advertisers are clinging to the click through rate as a measure of success.
When it comes to targeting, advertisers will continue to focus on specific audience groups. Historically, the ability to achieve these groups was based on audience analysis of individual vehicles and/or the quality of third-party segmentation data. Research from Nielsen and Comscore showed the relative inaccuracy of these approaches. The program space has shown that those who have the ability to collect and use large amounts of data can avoid this inconsistency to build audiences that integrate with third-party data features, all through advanced algorithmic approaches.
Anyway, the creative brain will remain the key factor in branding campaigns in programmatic. It's critical to ensure we do not lose the human touch. The evolution we are witnessing in digital advertising will create an expectation in the future to other branding channels. Will be necessary measuring and precision in TV, radio and other media. Ultimately, the digital evolution will be transferred to traditional channels, resulting in the expansion of this digital environment.