Jellyfish’s Head of Display, James Bourner, shared his views on why ad sales are increasingly being purchased using programmatic technologies, following the recent Nestlé campaign success.
James confirms the growth in programmatic buying is set to continue. Fuelled both by more formats being made available programmatically, such as Twitter and other native-type inventory, like Sharethrough and a greater understanding about programmatic media buying:
“Once the misconception that programmatic is only a direct response medium is dispelled, spend will be able to grow further, incorporating more awareness budgets and programmatic-direct spend.” James mused.
The IAB revealed that programmatic is now the source of two thirds of ad sales in the UK and the main barriers to adopting the technology are ‘concerns over the lack of transparency’ and ‘the proliferation of low-quality inventory’.
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Through a highly targeted campaign Jellyfish were able to ensure 91% of Nestlé’s ads were shown to new visitors and 87% of impressions were viewable, whilst employing stringent brand safety measures to combat fraud and poor environments.
With results like this it’s no wonder marketers are more likely to rely on programmatic than before.
However, there needs to be transparency and an understanding between the agency, client and publishers about where media is being delivered and how it is targeted, and measured, for this to happen.
The implications of programmatic ad buying
The IAB’s “Media Owner Sales Techniques” study (conducted by research and strategy consultancy MTM) shared some programmatic trends:
- They predict that 80 per cent of all digital media spend will be programmatic by 2018
- The discipline is accounting for more delivery of direct sales between publishers and buyers
- Ad networks too are seeing a continued reduction in popularity (16% less ad inventory than in 2013)
- Mobile ad placements are seeing the best results due to how fragmented that part of the industry is
Learn more about how Jellyfish manage display campaigns here.