Brands using fusion of Social and Programmatic on mobile
Mobile Social and Mobile Programmatic are the buzz words in today’s marketing. A fusion of both can result in absolutely unimagined scale of positive results for the brand marketer today.
Stickiness on social apps such as Facebook, Twitter, Instagram, Pinterest, etc. are increasing by the day and this only shows how social media is becoming one of the major advertising platforms right now. Coupled with programmatic audience buying tools and techniques & advanced ad analytics, they are the perfect opportunity for brand marketers to present their messages to the right audience at the most opportune time.
Here’s how it works. I am a movies fan and have liked a few pages that talk about movies, and a movie booking brand presents me with a video ad of the latest movie. It then retargets me on another news app where I often consume content, with a display banner ad that informs me of an x% discount on the movie. It’s almost a feeling that the brand literally knows me well. Now, it’s almost perfect and there I go reserving my tickets for the weekend show.
The festive season is coming up and as a consumer if I am made aware of a great discount or a product that offers real value. Well, that’s something really useful. What I am not interested in is seeing stuff that I am not interested in! I hate ads that are too pushy, or are repetitive and are almost following me everywhere for a very long time.
Consumers on social media today share and generally chat/discuss about the brands they know and love. Under this setting, the best way to drive awareness for one’s brand is to target users who have positive inclinations towards the brand or offering and thereby can easily influence their friends on the social platform.
Such trends are defining how consumers are increasingly making their choices on where to shop and what to buy.
There are a number of possibilities for the brand marketers to reach social media users. The best way to tap into these users is by integrating the social media networks into a programmatic platform. And the advantages of this are many! Such as complete transparency on costs, campaign reporting, first-party data integration and hyper-segmentation capabilities.
Delivering non-intrusive, appropriate messages to the increasingly mobile & right audience at the most opportune time is the dream of every marketer. Programmatic digital is here to make that dream come true!
Programmatic also brings the latest metrics for measuring display campaigns. Metrics that truly indicate the effectiveness of ads on social media. Just because people are not clicking on ads, doesn’t mean that the ads are not impactful. If one were to imagine, ads that appear on TV and print are also not clickable, but they surely do make a significant impact on how consumers perceive and respond to brands. Programmatic brings new metrics such as view-through attribution that can determine the real ROI of a display brand campaign.
As of last week, Facebook unveiled a new metric termed TRP (Target Rating Point) buying which they plan to integrate into Instagram by Q1 of 2016. So, now advertisers can plan, buy and measure accordingly.
Bidders can now capitalize on the availability of such metrics and determine the true opportunity cost of the inventory and the audiences.
Within the purview of his/her 4-5” mobile screen, the mobile audience has its undivided attention on the content displayed on its mobile screen. One therefore needs to capture them in their moments of intent. Programmatic makes the job easier.
With programmatic, brands today have the opportunity to make use of the latest data-driven approaches to enhance both consumer experience as well as relevance.
Brand marketers have now adopted techniques that help deliver higher relevance.
Well, the journey originally started from simple site based targeting techniques wherein, relevant publisher sites and apps would be identified and marketing messages delivered accordingly. For example, a woman visiting a fashion or cooking website may be presented with an ad that offered her to purchase a make-up kit at a discounted price. Not knowing if she was really interested in buying a make-up kit at all.
Matters improved with the adoption of basic behavioural targeting. Now, the advertiser was able to target only those women who had actively browsed pages that gave details of a make-up kit.
Although site based targeting is able to provide scale to the campaign, they highly lack relevance. Behavioural targeting led campaigns are relevant but are incapable of providing the scale.
With advanced programmatic and the availability of third-party data, it is now possible to identify and catch the high value consumers. In the example above, the advertiser is now targeting women who have possibly watched a couple of videos relating to make-up kits, clicked on some paid ads that were advertising make-up kits or were engaged on the make-up kit advertiser’s website.
The intent data allows marketers to understand where their audiences are in the buying process and then accordingly deliver tailored messages.
The advantage lies in the ability to be able to experiment and make use of advanced digital skill sets to make significant impact to large scale campaigns.
The world is moving fast and market opportunities are slipping by. Buyers need information and they need it the very moment. With new data signals that tell us more than ever before about our audience, we can take the right actions in real time.
With millions of online publishers & invaluable data residing with social media networks, available to advertisers, programmatic bidding is without doubt the most efficient way to select & buy placements on the mobile internet.
With Social & Programmatic, confident brands are now nurturing ‘Brand Love’, with ‘relevant’ messages & at scale, while also measuring the same with meaningful metrics.