Three programmatic resolutions
Brands need to stick to the three programmatic advertising resolutions in 2015, argues Bob Arnold, digital media & strategy lead at Google. And the first is: They really do need to measure what matters. Metrics reveal nothing if an ad isn't seen, so perhaps what’s needed is a new measurement metric. Hence the viewable impression, which gives brands better insight into whether people actually saw their messaging. “If they didn't see your ad, you're guaranteed that they didn't interact with it,” he says. “Being able to measure programmatic buys based on this metric means that your creative really will have a chance to make an impact.”
And the second resolution?
It's time to be relentless about inventory quality (which surely is true of targeting too). With programmatic buying, brands have access to huge amounts of inventory, data and targeting. And as the numbers rise, quality will become even more of a priority as brands strive to get content and context right. “Significant innovation in areas like verification and fraud detection are helping rectify many longstanding inventory quality issues, and verification solutions will help marketers protect both their brand and budget by ensuring that inventory is placed in only ‘safe’ environments.”
And finally, it’s to make mobile and video a priority. The reach of programmatic across screens, channels and formats makes the opportunity to connect with people, wherever they are, achievable. And anything which can be done in an ad can also be done on a web page - embed a game, host a Hangout, show a video. “By prioritising cross-screen reach and rich formats with their advertising, brands follow the consumer and set themselves up for success with programmatic buying.”