L'achat programmatique: guide avec études de cas
A guide compiled by
Great marketing begins and ends with your audience
Programmatic buying can only be successful if you’ve carefully studied your audience. The efforts that brands make in understanding it, such as data collection, idea organisation, and action study will be extremely important. Consumer will respond to this study with their purchases and brand loyalty.
Get the public's opinion
Consumers recognize brands that are dear to them when it’s time to purchase. The public’s opinion is a fundamental point on which consumers focus because it holds the necessary information for the brand to be a good fit. Brands that sway public opinion and have the relevant data on their customers will have an easier time to be popular and will have a bigger impact on their advertising.
Detailed data is preferred
Data is an important asset, but it isn’t always easy to read. Each digital channel can have its specific data points. The most powerful public ideas are those that assemble customer interactions throughout the various channels and screens.
Real time data, a must !
When consumer data enters a real time system, it translates directly into concrete decisions. In a split second, a customer can either make a purchase or exit the market. At another time a consumer who was previously impossible to convince can become a paying partner. Being aware of the variety of fluctuations possible allows brands to optimise their relevance according to the present moment.
When a commercial is broadcasted in real time to an individual, he’s twice as susceptible to interact with it, says the Media Economy Report by Magna Global in 2014.
Relevance is easilu measured when the audience is well defined
With a solid database, brands can define their target audience more precisely, which helps them become relevant.
Why is this important ?
Public opinion is important because it impacts ads by preferring the relevant ones. It helps brands discover their their ideal audience who will find an echo chamber with them. Hey allow brands to better understand their audience in a target segment that has been precisely defined. Then, when brands use programmatic buying to activate a segment, the data adjacent to the public’s opinion can validate the various media one at a time. These impressions will be highly relevant and will incite people to purchase.
Advanced targeting techniques will offer important improvements in terms of customer engagement and success of advertising campaigns in the order of a 32% improvement in their cost per acquisition ratio.
Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Advertising," The Boston Consulting Group, September 2014
How to succeed ?
1. Collect public data
Invest in a data collection system that can account for consumer interaction in all service points. Use a system that can collect engagement data from multiple devices and events to help you understand your audience’s opinion. This will help you get an overview of your customers during your interactions with them and obtain exact data.
2. Organise events to collect customers' opinion on the system and the network
Work to achieve a global overview of the public’s engagement by aggregating your data sources, such as digital analysis, offline data, campaign data, first party and third party data. Use real time data when possible. Each public interaction with your brand makes it more attractive than previously, so start with existing data and build on it.
3. Analyse so that you can act immediately
You must regularly analyse the public’s ideas, from a creative point of view so that you can figure out what works and what doesn’t. Choose a good analytic tool so that you can select the media channels that are most susceptible to create customer engagement. Compare your campaigns throughout the media, and evaluate which audience provides you the best ROI, had the most engagement, and which elements of your campaign resonated the most. Choose whether you want to work on media strategy, public strategy, or creative strategy.