We were at ad:tech SF this week and not surprisingly, programmatic was a hot topic. When we initially visited the session room housing the programmatic track, it was entirely full. Luckily, we were able to get in and learn some programmatic best practices from executives of Cars.com, Zipcar and Emory University, among others.
Here are a few insights that we gleaned from these experts:
Effective audience measurement and subsequent segmentation is crucial. Insights and effective segmentation empowered Cars.com and Zipcar to pivot strategies in response to intel.
Programmatic creative is evolving and on the rise, but still developing. It requires more experimentation and attention.
Creative should be tailored and tested on different audiences (based on age, region, etc.).
Develop and manage limitless creative against your audiences to produce optimal results.
ROI grows dramatically when a campaign incorporates more ad sizes.
There’s no doubt that programmatic is gaining steam. According to eMarketer predictions, programmatic advertising will grow from less than $5 billion globally in 2011 to more than $32 billion by 2017.