Tags Posts tagged with "Programmatic"

Programmatic

It’s the age-old challenge for any company – invoking a feeling in consumers that they associate with the company name. No matter what the company values are, branding has been a key element of the marketing mix for years, with the end goal being to have an impact on the buying decision outside of simply product or service costs.

However, the prominence of branding could now be under threat. The rise of digital advertising capable of focusing specifically on a particular audience means that it’s now possible to directly reach individuals of a certain type – i.e. best fit customers who are likely to want to buy the product. This draws a question mark over the need for having an influence on that purchasing decision from a brand perspective.

Branding under threat?

In the modern marketing world digital advertising has the potential to be astonishingly accurate. By utilising vast levels of data and sophisticated online intelligence tools, an advertiser can pretty much pick and choose which people see its adverts.

It’s clear that cutting-edge systems and predictive analysis will drive performance, following customer journeys and giving marketers a great deal of detail to work with. Through consumer analysis and segmentation, brands can identify the types of customer they wish to target in a highly effective manner, given the level of modern data available. This results in greater efficiency, effectiveness and relevancy – the latter resulting in an improved customer experience when it comes to receiving and engaging with marketing messages. To continue reading please click the link below;

Source: mediatel.co.uk

The organization has completed a major reassignment of its ad traders, sending 120 employees out to individual Publicis agencies, and taking them off its own books. Vivaki CEO Stephan Beringer confirmed the moves.

The restructuring, meant to bring Publicis’ advertising technology jockeys closer to its clients, is also an admission that the traditional trading desk model no longer works for Publicis. Those who remain at Vivaki will now focus on training, research and development, data management and analytics, Mr. Beringer said. Vivaki will retain a small group of traders to help with testing.

The move comes as more clients move their trading desk operations in-house or ask individual media agencies to set up custom desks that aren’t tied to central holding company trading operations. Driving the trend has been marketers’ desire for more insight into agency fee, pricing and data privacy issues. To continue reading please click the link below;

Source: adage.com

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