How Programmatic Is Revolutionising Advertising

Francesca Harris our consultant managing the role
Posting date: 9/12/2019 12:40 PM
With consumerism on the rise, and a drastic shift away from traditional avenues of advertising, the use of Digital Marketing and the demand for business to become more technically ‘savvy’ is continuously increasing.

The extent of different digital media channels in the advertising space, as well as the recent evolution of approaches such as Programmatic Advertising, has caused confusion as to which approach is the best for businesses to adopt and for well versed Digital Marketers to reflect on what their next career step should be. 

Irrespective, Programmatic is such a buzzword within the market at present and is widely predicted to become the future of display advertising. Despite this, many have a lack of understanding as to what it actually is. Whether you are looking for a career change or to embed Programmatic into your marketing strategy, here are some considerations:

Defining Programmatic 


Programmatic advertising is the automated process of bidding for advertising inventory to allow for the opportunity to display a relevant advert to the desired consumer in real time

At a basic level, parties from the ‘supply’ side of programmatic will sell an impression referred to as ‘audience ‘inventory’ through a Supply Side Platform. Facilitated by the ad exchange, such inventory is shared with advertisers who have submitted their desired audience preference through a Demand Side Platform.

Within this online, automated marketplace, all advertisers will bid within the auction and the highest ‘bidder’ will then win each impression. The advertiser, typically a media agency or in house team of specialists, will begin to target users through Programmatic Ads that can be online or Out Of Home (OOH).

Redefining your advertising strategy 


With pre-existing modes of marketing such as, newspapers, radio, TV and, more recently, social media and paid search; it is worth considering the additional ways in which Programmatic advertising can benefit your business.

Rather than utilising Data-driven ‘trial and testing’ methods to assess what will attract audiences to your site, Programmatic advertising uses a personalised approach by only targeting users who have expressed an interest in specific products or services. The automated process of identifying target users enables this to be a lot less manual than traditional modes of advertising. As a result, this will save your business time and unnecessary resources dedicated to Predictive Analysis, which will particularly benefit smaller businesses who may have a limited marketing budget. 

Programmatic advertising is also not just limited to online. The development of OOH has revolutionised the power, audience reach and impact of this long-standing method of advertising, allowing it to “bring data into the physical world” on a mass scale. 

As well as delivering a single ad to the right user at the best time, Programmatic advertising can enable your business to target hundreds of relevant consumers based on their online activity and location. This form of audience targeting is still incredibly new to the marketplace and is continuing to expand. By 2021, it is anticipated that Programmatic will further bridge the gap between digital and offline media by programmatically purchasing tv adverts; representing approximately one third of global ad revenue.

The future of advertising careers


If you are looking for a long-term career within advertising, Programmatic is a great route to gain exposure within, given that it already dominates the industry, and looks set to continue to. 

Due to such high demand and the lack of quality candidates within the market, Programmatic specialists are incredibly desired and retained by employers. As such, businesses are consistently searching for more talent within their team. Once onboard, they often invest heavily in training, personal development and internal progression. 

There is often a misconception that Programmatic is not scientific, however, specialists often sit in Data teams and utilise Analytics software or Data Visualisation tools daily; extracting and manipulating Data. Server-side scripting is also a huge part of the role; if an ad is not displaying on a site suitably, the Programmatic team will be required to dive into the JavaScript or HTML code to troubleshoot the issue. 

So, if you are looking for a Data-led vertical of advertising, Programmatic is a great career path. However, the supply and demand side are kept very separate due to the difference in tools utilised. Transitioning between the two can be incredibly problematic, especially further into your career so, if you are looking into a specific route, make sure you are making an informed decision. If Programmatic sales, inventory analysis and yield optimisation are appealing, the publisher side could be a great route. Alternatively, if setting up and monitoring campaigns or segmenting audience Data is of interest, I would advise starting agency side.

Whether you’re looking to venture into a new aspect of digital media or require specialist talent within your team, we can help.

Take a look at our latest opportunities or get in touch with myself at francescaharris@harnham.com to find out more.

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Marketing Insight And The Customer Feedback Loop

As the holidays approach, Marketers are focusing more than ever on User Experience (UX). They’re not only looking at what kind of product customers might want or need but how will it look and feel to them? If a product doesn’t have what you need or doesn’t function as appealingly as others, what good is it? Key elements such as aesthetics, usability, and ‘feel’ are integral to the user experience. Because these elements come from such seemingly disparate departments as Marketing and Developers, it’s important to figure out how to come together for the ultimate UX. After all, if today’s buyers buy experiences over tangible products, then ensuring the experience is important to bridging the gap between customers, marketers, and developers. This, when done right, helps to build and retain customer relationships; the foundations upon which business is built. Design User Experience with M&D By bringing marketers and developers (M&D) together, you create the opportunity for innovation. But there are some key elements to consider when designing UX and it follows four stages. Do your research. Identify needs, spending patterns, buying behaviours, and historical data to determine what it is customers desire. Find out what they want or need and give it to them. This is the role of the marketer backed by development.Gather the data. Using multiple touch points across multiple sources and channels, find what works. What product offers usability and determine how design choices can help to create a seamless experience for your customer.Design your idea and create a prototype. Brainstorm your design. What are its product features, user interface, and aesthetics? Does it look user friendly? Would you pick it up off the shelf? Why? What is it about the product that makes you want to have it? What problems can it solve for you?Time to Test it. Is your product user friendly? What are its useful functions? How does it look? Feel? Incorporate feedback to improve its performance, function, or aesthetic. What does your test market say? Would they buy it? Why or why not? Bridging the Gap with collaboration We can forget sometimes, lost in our jargon and our buzzwords, that it’s the customer who we hope will benefit from our product or service. Yet, traditionally, marketers gathered customer preferences and drove sales, while developers designed products based on those preferences. However, the two departments were often siloed and creativity, usability, function, and aesthetics either got overshadowed or underrepresented to varying degrees. Enter customer feedback an integral point of reference for all parties involved. Customers are at the heart of user experience and it’s their feedback which can inform the user experience. What better marketing insights than those straight from the customer? Working with Marketers and Developers, customers provide a crucial component to helping marketers understand market dynamics. On the flip side, customer feedback can help mitigate risk or issues down the road by providing solutions and helping to resolve problems. the impact on Product Development By conducting user experience testing, marketers and developers can determine if a product is a good fit for customer needs. At the same time, they may identify issues to be resolved which can be learned of in real-time for a better user experience once the product is launched. Each has their role to play in designing the user experience and contributing to market insights for more informed business decisions.  These include: Marketers are part of the design experience from conception to inception. They are responsible for gathering the data to identify problem areas, working with Developers to create a product or service to solve a problem, and gathering data from the customer. Do they like this product? Why? What pain points does it serve? And how can it be made better or improved? Developers are the designers. They must take the information the marketers have collected and try to make the product into something functional and aesthetically-pleasing. Though they operate more at the back-end, they too much collaborate with customers to capture issues and solve problems. Developers test the products, making improvements as needed. Each stage a constant in UX design.Customers offer invaluable data and metrics through their feedback and reviews. The insights they contain as the end user about using the product, revealing its challenges, and suggesting room for improvement, make this three-part collaboration the final link in the chain between marketers, developers, and customers when it comes to designing the ultimate user experience. If you’re interested in the relationship between insights and UX, we may have a role for you. Check out our current opportunities or get in touch with one of our expert consultants to learn more. 

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If we can be sure of anything in today’s business climate, it is that new trends will emerge and disrupt, new technologies will continue to be developed and attract hype, and companies will be left to navigate a landscape of opportunity and uncertainty. Customer Relationship Management is an upright concept or strategy to solidify relations with customers whilst at the same time reducing cost and enhancing productivity and profitability in business. CRM systems provide a well-defined platform for all business units to interact with their customers and fulfil all their needs and demands in order to build long-term relationships. Every business unit has an emphasis on developing long-term relationships with customers in order to nurture their stability in today’s blooming market. Customer’s expectations are now not only limited to get best products and services, they also need a face-to-face business in which they want to receive exactly what they demand and in a quick time. New Look CRM CRM is vital for the success of any organisation that seeks to continuously build relationships and manage countless interactions with customers. Now CRM systems bring together customer Data from a multitude of different sources, delivering it to all customer-facing employees to provide a complete picture of each customer across all department Today, there is a ton of available information across many devices and platforms. Companies need a way to integrate this “Big Data” into their intelligent CRM that can produce predictive results. The Value of AI Artificial Intelligence (AI) CRM systems built on Machine Learning algorithms now have the ability to learn from past experience or historical Data. Having these insights at the disposal of any customer-facing employee (sales, support, marketing, etc.) empowers a business to build deeper relationships with its customers. As a result, integrating AI and Machine Learning with CRM can deliver more predictive and personalised customer information in all areas of your business. By predicting customer behaviour, companies can take personalised actions to avoid the use of invasive advertising and to provide material of real interest to each prospect. There is no question personalising communications to customers has become critical. Today’s buyers demand more than a “spray-and-pray” email blast. A recent McKinsey study found that personalisation can lift sales by 10% or more. The analysis also showed that by personalising just 20% of email content, open rates increased more than 40& on average. Reply rates also increased a whopping 112%. As a CRM stores all the information in one centralised place, this makes it a lot easier to analyse your performance as a whole. This helps businesses build a relationship with their customers that, in turn, creates loyalty and customer retention. Since customer loyalty and revenue are both qualities that affect a company's revenue, a strong CRM have a direct result in increased profits for a business.  Those that use Big Data & Analytics effectively show productivity rates and profitability that are higher than competitors and those that put Data at the centre of their marketing efforts improve their ROI by 15-20%.  AI and CRM AI is becoming an ever-present theme across a variety of industries, from healthcare and retail to software development and finance. CRM vendors are no different; over the past year, numerous CRM vendors have introduced AI components into their product offerings. AI will develop in parallel with user interactions using various touch points within CRM and evolve continuously to deliver more intelligent and personalised actions. Learning critical patterns will also enable AI-infused CRM to automate certain actions, decrease the manual work required, and empower sales and marketing professionals to work more efficiently and effectively. The inefficient processes that hinder CRM will no longer be acceptable, and AI-powered automation will play a much bigger role in streamlining workflows. The rise of AI presents businesses with a wide array of unique benefits and opportunities. It can empower them to provide better, more relevant experiences to their customers and forge bonds with them in a way that was simply not possible before.  It’s estimated that 85% of businesses will start implementing AI solutions for their CRM by 2020. It seems inevitable that with further advancements, AI will move from a novelty tool to a must-have feature and dire necessity of every business. If you’re looking for to build a team of CRM experts, or to take the next step in your career, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

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