• Skip to content
  • Jump to main navigation and login
  • Jump to additional information

Nav view search

Navigation

  • Home
  • Industry News
    • Advertising & Branding
    • Marketing
    • Print
    • Television & Cinema
    • Radio
    • Digital
    • Mobile
    • OOH
    • Experiential Marketing
    • WORLD ROUNDUP
    • PR
  • GCC
    • UAE
    • SAUDI ARABIA
    • OMAN
    • QATAR
    • KUWAIT
    • BAHRAIN
    • LEBANON
    • REGION
  • Interviews
  • Opinions
  • Mediavataar India
  • Newsletter

Search

Home GCC KUWAIT ADVERTISING Programmatic opens up new paths to growth

Programmatic opens up new paths to growth

 

According to Zenith’s Programmatic Marketing Forecasts, over two-thirds of display advertising globally will be traded programmatically within 12 months.

In the most advanced markets, that figure will rise to 90%. The growth of precision marketing has largely been couched in the language of efficiency, with many marketers deploying the technique to reduce wastage, to suppress audiences, and to save money.

However, the rise of programmatic goes hand-in-hand with two other trends. Firstly, the oversupply of digital inventory has driven down the cost of reach in many markets. Secondly, advances in production technology have driven down the cost of creating content.

Together, these factors should reframe how we use programmatic away from purely efficiency, and towards topline growth. Our ability to use new data sources in audience creation means that almost any segment can be addressable in some way, at low cost. This means that, once a master creative format is produced, the marginal cost of reaching a new audience segment with the relevant content experience is low.

Programmatic maximises the demand opportunity for brands, by allowing them to direct relevant communications at their total addressable market.

This gives rise to interesting new questions at the heart of the planning process, and adds a new spirit of creativity into the audience definition process. Are there specific segments of a competitor customer base we want to steal? How might we build a specific, targeted plan to convert them? Can we identify people who are 6-12 months away from entering the category, and nurture a relationship with them? Should we target outright rejecters, systematically addressing known barriers over time?

By reframing programmatic to be about maximizing our demand opportunity, we create a new role for planning to drive growth. Firstly, brands must attach commercial value to audience segments with known needs, barriers, and drivers. Secondly, they must define, design, and deliver the appropriate experience for each of those segments. Finally, they must treat those audiences as a fund manager treats their portfolio of assets – allocating investment behind audiences to drive short-term cash flow, or long-term value, based on the brand’s objectives.

 

Written by Rian Shah at Zenithmedia

  By MediavataarMe News Desk 18 March 2018
ADVERTISING
Tweet
  • Be the first to comment!
  • 1
  • 2
  • 3
  • 4
  • 5
(0 votes)

Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.

back to top

More in this category:

  • Recent Coke and Samsung ads in the UAE hit the heights with Burj Khalifa launch
  • PHD adds Egypt to its global footprint
  • State of Digital Video Advertising
  • Gerry Boyle appointed as the CEO of Publicis Media EMEA and APAC
  • New York Festivals World’s Best Advertising Awards Announces 2018 Finalists

Latest from MediavataarMe News Desk

  • Recent Coke and Samsung ads in the UAE hit the heights with Burj Khalifa launch
  • Snapchat’s Shoppable AR
  • Introducing Flochat - UAE’s Local Messenger
  • Artificial Intelligence Utilized in HR Recruitment Across MENA Reaps Rewards
  • The 3 C’s of instant recognition and meaning
  • Recommended Reading
    Recent Coke and Samsung ads in the UAE hit the heights with Burj Khalifa launch  Read more...
  • Recommended Reading
    PHD adds Egypt to its global footprint  Read more...
  • Recommended Reading
    State of Digital Video Advertising  Read more...
  • Recommended Reading
    Gerry Boyle appointed as the CEO of Publicis Media EMEA and APAC  Read more...
  • Recommended Reading
    New York Festivals World’s Best Advertising Awards Announces 2018 Finalists  Read more...

QUOTE OF THE DAY

“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley

  • Most Viewed
  • Most commented
  • Cracking Down on Platform Abuse (2004)
  • Lebanese Songstress Myriam Fares Joins Star-Studded Main Stage Line-Up (1730)
  • SXSW 2018: Key trends (1423)
  • Unmasking The Next Generation of Mobile Fraud (1380)
  • Dentsu Aegis Network Appoints Tarek Daouk as CEO, Middle East and North Africa (1015)

Upcoming Events

No events
Tweets by @MediavataarMENA
  • About Us
  • |
  • Disclaimer
  • |
  • Feedback
  • |
  • Advertise with Mediavataarme
  • |
  • Press Releases
  • |
  • Contact us

COPYRIGHT@WORLD OF MEDIA JLT POWERED BY MAXIMESS

  • Facebook

  • Twitter