Jellyfish speak at Marketing Week and Google DoubleClick’s Programmatic Branding breakfast briefing.
As the digital agency that led the programmatic advertising campaign for Nestle, using Google’s DoubleClick platform, Head of Display, James Bourner joined the debate with Nestle’s Gawain Owen and DoubleClick’s Rick Jones.
Click below for the full article on Marketing Week:
Programmatic, (the automated buying and placement of media, watch 'The difference between RTB and programmatic here), is surrounded by ‘hype’, which the panel sought to cut through to examine its true value for customer interactions.
In particular, Jellyfish and Nestle shared how they were able to:
- Raise brand awareness
- Increase ad viewability
- Facilitate the customer journey along the funnel
- Protect brand safety through relevant targeting
- Compliment offline activity – such as their TV campaign
- Align featured PR with display advertising
Targeting with brand integrity that gets results
The challenge of using the right triggers at the right time along the customer journey was raised.
James acknowledged the power of using data more and more, in near real-time. Whilst Gawain shared how this is changing the way they talk to consumers in contextually relevant places.
Using the DoubleClick real-time bidding platform and retargeting effective placements on eBay using shopper behaviour, Jellyfish and Nestle were to effectively drive sales further whilst achieve a 21 percentage points increase in ad viewability.
Agency / client collaboration for an easy user journey
Seamless linking of online and offline campaign components is key for joined up digital journeys.
For example, Nestle used programmatic to run a display campaign on the Mail Online, the same day that the site published a feature about their coffee machines.
Gawain Owen said the key to the success of their campaign was the high level of collaboration between the different parties.
The extent of collaboration can go as far as a brand being given log-in access to the ad trading platform, ensuring a high level of confidence about where their ads were placed.
“The ability to optimise campaigns online meant that teams must show agility and a willingness to “push and pull” one another by continually exploring new possibilities.” Gawain shared.
The transparency era is here.
Final insights into the future of programmatic form the briefing:
“Growth lies in ecommerce for us, so we are thinking about how we can implement our own ecommerce platforms,” Thibaut Portal, head of media, Pernod Ricard.
“DoubleClick is also currently developing offline tracking capabilities to enable brands to understand the impact of their programmatic activity on offline purchases” Andy Mihalop, head of network agencies, DoubleClick UK.
“Going forward, I am am most excited about seeing more media channels become programmatic, including TV, radio and outdoor.” Andy Mihalop, head of network agencies, DoubleClick UK.
“The creative agencies are going to have rethink their business models,” he argued. “Programmatic will only be as good as the creative – if the creative doesn’t perform I can’t drive market share.” Gawain Owen, digital lead, Nestle.
Click below for DoubleClick’s Programmatic Guide:
Learn more about how Jellyfish can manage your Display campaigns here.