According to an eMarketer study, more than two-thirds of all digital display advertising will be purchased programmatically this year. Coupled with the opportunities for advertisers to engage audiences across Facebook, Twitter, Instagram, Pinterest and Snapchat with paid and owned media strategies, brands can amplify their presence using innovative ad formats to increase scale, expand efficiencies and heighten the relevance of a brand’s message.

Ad spending across social has increased an incredible 163% worldwide since 2013, further illustrating the advantages of being able to reach everybody from millennials to baby boomers around key moments that matter in a personal and sharable digital environment. The growing interest in social from brands has fueled innovation in advertising and put technology front and centre.

Being able to programmatically execute social buys across platforms without losing behavioural targeting capabilities is something marketers must explore as the unification of social and programmatic continues to evolve. In doing so, brands will be able to capitalise on reaching highly engaged consumers in an automated fashion, increasing efficiencies of digital campaigns and media strategy.

From a social lens, brands have been hesitant to capitalise on the benefits across different social networks: are you truly reaching a different audience between Facebook and Instagram, and how can you be sure? What’s more, demand-side partners and social partners have also remained separated, further growing the silo between the two. Although social advertising leads all other channels in programmatic investment, brands are missing an opportunity to buy across all platforms as one to reach the right audience in the right mindset.

Without the capability to do both from one unified platform, many brands and marketers run into the issue of executing social advertising alone, likely resulting in the need to constantly monitor campaigns and create multiple assets for different platforms.

In using data to programmatically inform media decisions, brands have the ability to reach consumers across social channels with the same creative they use to reach a user with standard video inventory.

Essentially, where a user sees the video advertisement doesn’t matter. It’s more about ensuring that the creative resonates with consumers by understanding their mindset and behaviours. Being able to do this programmatically and through one partner simply makes things easier.

Brands should be ready and able to take advantage of using social advertising and programmatic ad buying conjunctively, as it presents an opportunity for them to automatically deliver highly relevant and engaging campaigns across all of their social channels.

It’s time for partners to overcome the programmatic social silo as brands and marketers look to capitalise on the next wave of media strategy.

 

By Sam Wade, vice president of commercial partnerships at Amobee EMEA

 

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