L'achat programmatique: guide avec études de cas
A guide compiled by
Engagement comes easier when creativity and technology work together.
To create convincing content, brands need to use the public’s ideas to feed their creative strategy, optimise it’s real time creation and automate iterative creation. Technologies such as HTML5 and dynamic creation can make ads smart and attractive. Programmatic buying can broadcast ads to all devices and all channels simultaneously. Combining the power of technology with the impact of creativity can be powerful tools to impact the brand power.
Conception incites creativity.
Give life to a digital brand means establishing bridges between the power of technology and impact of creativity. At the heart of every ad, there’s a story being told with abounding creativity. Public points of view nourish the creative development and technology ensures its broadcasting on a variety of screens. By exploiting the power of technology to develop relevant and engaging experiences, brands create interest and love for themselves.
The public's ideas personnalise ads in real time
Brands can use the public’s ideas to add to the ads at the moment of their appearance, helping create a relevant creative experience for each observer. Having in depth knowledge of the public and its preferred content, as well as the information channels and devices they use can help creative teams write optimal ads.
Intra networking ads and integrated ads take the public into account first and foremost
The public shares its attention between information channels and devices, therefore it’s important that the brand creative process encapsulates both. Signalisation and environment (web or an app) on which ads appear can inform the creator so that it can become relevant for the user. The best intra network execution with integrated devices are those that retain the public’s attention wherever he is by creating contextually relevant content.
An engagement to scale in all your campaigns
Creative agencies spend much time conceiving and executing manual personalised programs such as landing page strangleholds for digital campaigns. Brands can bring the same high quality in all of their advertising locations. Creative agencies have powerful tools at their disposal in order to accomplish this to scale.
Why is this important ?
These days, customers have the control. They reward explicit and engaging messages and penalise vague messages by ignoring them. When they’re engaged, they like to control the how, where, and when. They’re constantly connected to their smartphone, tablet, or PC. They often navigate between these devices by selecting the better fit for each time. For these reasons, ad creation needs to be convincing, relevant, and speak to the public throughout the variety of channels and devices.
Brands and their creative teams are therefore in charge of creating experiences that work seamlessly on screens, that take into account the capabilities of each screen and that speak directly to their target audience. Programmatic buying can deliver these messages to the public, one impression at a time, offering the public relevant brand experiences wherever they are !
Although only 47% of time consecrated to media is in a mobile environment, only 7.5% of Canadian advertising expenditure is on mobile
-Internet Trends 2014, Mary Meeker, May 2014
To endure that the ads you create appear effectively on all devices and that they look good, you should insist that your ad agencies create them in a content compatible with mobile applications. One of the universal contents corresponding to industry norms in terms of creation of mobile ready content is the HTML5 format
An Open Letter from Publishers to Advertisers, IAB Mobile Marketing Center of Excellence
How to succeed ?
1. Propose creations that are always ready to be installed on all devices at all time
Create an HTML5 page that can work across multiple devices and channels. Personalise certain creative units with unique features such as touch screens, accelerometers, location information, and call functionality. Then, use programmatic buying to push the creation to play under the moment’s impulse.
Note that there are more people using devices compatible with HTML5 than Flash. That being said, 84% of advertising units are built with Flash. Source: Google Internal Data, September 2014.
2. Personnalise all of it with astute creations
Create an ad based on logic with dynamic creation to deliver the most relevant ad for each person who’ll see it in real time. The ad can use signals coming from the public’s structured ideas of the brand, such as demographic signals, location, and interest targeting so that each impression can be as convincing as possible for the person who sees it. To do so, creative, analytic, and media teams need to be included in the conversation at the inception of the campaign to ensure common understanding of the data and the targeting options that will provide information on the purchase of the ad space.
3. Share the campaign results with the design teams
Share the results of the campaign with creative developers, designers, and art directors so that they can optimise the design strategy. Establishing a feedback loop will help them determine the size, format, and features of the ads that work best. They’ll see value by knowing which creative elements produce the most engagement, which videos have the best response rates, which permutations of dynamic design get the most attention, and discover the results that can be obtained on the brand valuation.