How Healthcare Brands Benefit From Programmatic

Programmatic adoption is rapidly rising, but some healthcare brands are still wary of making the investment. Guidelines put in place by government agencies are confusing, and the uncertainties surrounding patient privacy and Health Insurance Portability and Accountability Act (HIPAA) regulations are blurry. Healthcare brands want to reach the right audience for their services or products, but they don’t want to cross ethical or legal lines by taking audience targeting too far. Healthcare is one of the highest regulated industries and consumer health and medical record information is heavily protected, making it difficult to target the right audience online. Healthcare brands are limited in how they can track healthcare-based journeys, and they are unable to identify and retarget consumers based on known conditions. But the benefits of programmatic are promising. Keep reading to learn how healthcare brands can take on the digital space with confidence.
Why Programmatic? What are the Benefits?
71% of American adults venture online to learn more about healthcare information. By implementing programmatic strategies, healthcare and pharmaceutical brands are able to reach this promising audience quickly and effectively. And with 40% of consumers making healthcare-related decisions based on information found online, programmatic becomes a marketing must-have for healthcare brands. The digital space is where people research answers to questions and concerns about health. If they have a symptom, they look up potential causes. If something feels wrong, Google becomes the all-knowing provider of advice. Reaching these audiences online with targeted, contextually relevant ads (that abide by digital laws and regulations,) healthcare brands can break through the noise and actively engage potential customers. Before you get started, below are three things you should keep in mind if you’re planning to invest in programmatic

  1. Understand Data Consent: It is essential for brands to acknowledge the NAI’s regulations pertaining to the collection of healthcare data before implementing programmatic strategies. According to the NAI, consumer consent of data collection is mandatory when sources pertain to sensitive health conditions such as mental health, cancer, HIV, AIDS, etc. When it comes to less urgent conditions such as dieting, acne, colds, or allergies, however, data collection consent is no longer necessary.
  2. Target Based on Interest:  Consumers cannot be targeted or retargeted by healthcare brands based on health conditions. But they can be targeted based on their interests in conditions or symptoms. A healthcare brand can use what is known in the form of past content consumed to programmatically deliver ads. Though a brand cannot target someone with a certain disease, condition, or sickness, they can promote offerings to general audiences that are older and search for similar symptoms. These brands may not reach the perfect candidate, but they are increasing the probability of doing so tremendously.
  3. Target Based on Content: Healthcare ads can be programmatically placed next to related content in the form of blog posts, videos, forums, and so on. The consumers searching for this content cannot be targeted or followed, but the content that reaches the right people can be pursued. Think of an anti-inflammatory drug popping up next to a blog about stomach pain. From there, whitelists can be used by pharma brands to assure that the same programmatic ads refrain from popping up on unreliable sites.

The future of programmatic for healthcare marketing is promising but undoubtedly complex. If you are ready to learn more about how you can leverage programmatic in your brand’s marketing plan, we’re ready to talk. Contact us today to get started!

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 5

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.

 

Download the infographic here.

Part 5: The Power of Programmatic – Next Steps

The power of programmatic is unmistakable when it comes to the travel industry. Consumers peruse through apps, websites, and social media accounts when trip planning and the amount of information they come across is overwhelming. They are overloaded with clutter from advertisers, influencers and friends at all times of the day. Simplicity is difficult to come across amidst streams of mass messages. And consumers are discouraged. To ease their frustrations, your brand needs to reach out to targets in individualized ways at the right places and times. Programmatic makes this possible by matching the most accurate travel ads to the most promising groups of consumers in seconds.
Why Programmatic? What’s the Use?
Employing programmatic techniques means targeting audiences as accurately as possible. It’s an automated process that digitally purchases ads, serving the right campaigns to consumers based on past browsing habits. It’s an area of advertising that is booming and becoming a necessity across industries. By 2022, about 90% of mobile display ads will be processed programmatically. And 78% of travelers are downloading more, (or the same amount) of travel apps this year than they did in 2018. Tech users grow and tech applications only continue to advance. To keep up — especially in the travel industry, where tech is heavily relied upon — programmatic must be used to successfully catch the attention of consumers who rely on their mobile devices and laptop screens.

How Can Programmatic Engage With Travelers?
When it comes to travel planning, the customer journey is a lengthy, exhausting one. To simplify lives and make a profit, begin to track and act on programmatic campaigns with the following in mind:

  • Optimize Your Creative: Visuals speak louder than words in the travel industry. Today’s tech allows marketers to reach out to consumers with data in mind. They have extensive access to names, past browsing histories, locations, and so on. Using these past engagements to fuel stronger, more personalized ads in the future can assist in amplifying interest (Read more about optimizing creative with DCO here). Programmatic makes the development and successful delivery of these ads more than possible. And by mixing these abilities with mobile, your company has the ability to make great impact upon summer 2019 travelers.
  • Mobile is the place to be: 46% of travel brands feel like they haven’t invested enough in mobile tactics. Another 16% of brands have strayed away from mobile marketing entirely. Regardless of where your company stands, consider the immense power of social media upon today’s tourists. They are always using their phones. They travel with them and rely upon them. Advertising on mobile, is becoming the best way to communicate with travelers in 2019. To not invest would mean missing out on reaching massive groups of prospective consumers.
  • Use Your Voice: More and more, consumers are coming to terms with the idea, and beyond that, the benefits of artificial intelligence and chatbots. Millennials and Gen Z consumers believe that chatbots of digital assistants would make the booking process easier and business travelers are already actively using voice assistants to check-in to their flight or check the status of it. So, consumers are already expecting to be able to connect with a voice – real or artificial – during travel, making it essential that your brand is prepared for this capability.

Make sure you are all set for the 2019 summer travel season by ensuring your programmatic plans are reaching their full potential. Interested in learning how Digilant can help with your next programmatic video buy? Contact us here.

14 Noteworthy Media Agency Execs Bringing Fresh Perspectives and Deep Insights to Their Brands

On the media agency side of the business, there is a small group of people who have been deep into the evolution of programmatic advertising. Anagram general manager Jenna Umbrianna is one of them. Starting as an analyst at Hill Holliday, Umbrianna managed the agency’s programmatic media practice in 2010 and eventually became the svp and general manager of Havas’ programmatic strategy and trading divisions across the holding company’s North American client roster. Arriving at Anagram in September 2017 as chief client officer, Umbrianna helped more than double client investment and facilitated formal partnerships with six major technology companies, growing the agency’s offering from primarily display programmatic to fully cross-channel programmatic. In April, she was elevated to general manager. “Jenna has been a force of innovation throughout her career,” says Joe Zawadzki, CEO of MediaMath.

“She was an early adopter of technology-enabled, data-driven marketing in digital, and has been indefatigable ever since. What Jenna accomplishes is extraordinary.” Looking ahead, Umbrianna sees the ability to get data via walled gardens (from the likes of Amazon, Facebook and Google) as a continuing challenge. “It’s hard to get a complete view of an end-to-end consumer journey if you’ve got some big blind spots,” she says. But Anagram’s methodology, which includes in-depth surveying for additional consumer insight, has helped close the data gap and is a boon for the agency’s clients, including one in the travel space that elevated the agency from a U.S.-centric to a global footprint. “When you make that shift from being on somebody’s roster to someone they trust enough that you’re an extension of their team,” says Umbrianna, “that’s always the most rewarding for me.” —D.Z.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 4

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.

Download the infographic here.

Part 4: The Rise of Artificial Intelligence and Chatbots

Artificial intelligence in the form of chatbots and voice assistants is making travel planning a simpler endeavor for today’s travelers. 36% of Gen Z and 32% of millennial consumers in the US already believe digital assistants are simplifying the booking process. Younger travelers crave being in constant communication. As they engage with hotel, airline, and rental car brands, they want to connect, (either with human or bot) at every stage of the process. There are trillions of questions that arise when vacation planning — particularly regarding prices, locations, activities, etc. — and A.I. has the power to address concerns and solve problems quicker than ever before. Companies affiliated with the travel industry must prioritize combining technology with communication this year because by 2020, almost 85% of consumer interactions will come to life through bot conversationalists.

What’s the Appeal? Why AI?
Adding artificial elements to your brand’s site or mobile app will enhance your consumer’s journeys tremendously. Today’s travelers have little time to submit contact forms and wait weeks for responses back – they are preoccupied and impatient, seeking accurate answers in real-time, so being directed from place to place like a pinball is discouraging. With a bot or voice assistant, a consumer knows where to ask a question and trusts that these devices will either (a) give them the answer or (b) direct them to someone who can answer the concern right away. This technology has the power to give your brand a unique voice that is strong, efficient, and entirely consumer-focused. Whether chatbot, mobile trip planning app, (think of Walt Disney World’s My Disney Experience app) or Amazon Alexa voice command, artificial intelligence provides instant connectivity that is accurate and straight-to-the-point. It’s the transparent communication revolution that travelers have been craving for years. Embracing advanced technology will not only enhance the planning process, but the entire vacation itself.

Why Should a Brand Invest?

30% of travelers have used chat platforms to research and solidify trips. Another 60% would be comfortable doing so in the future. Consumer interests aside, technology is advancing and expanding across the globe quickly. Ample voice assistants are being introduced to the public. More chatbot businesses are forming and expanding their reach to companies across all industries. Simply put, sitting out on artificial intelligence is no longer a viable option. As the preferences and expectations of consumers change, so do a brand’s operations and strategies. Investing in A.I. comes at a hefty price, but its power to transform how your company forms relationships with vendors and consumers is undeniable. 40% of travel brands plan to use 2019 to invest in voice technology. By implementing new tech, your company is able to become a top competitor in today’s long awaited, extremely profitable, newly embraced A.I world that is here to stay.

Case Study: CPG Brand Targeting Millennial Moms

Consumer packaged goods (CPG) companies have had some of the most iconic advertisements of all time (think: the Oscar Mayer jingle, Dos Equis’ “The Most Interesting Man in the World” campaign and Dove’s body positivity campaigns). However, in more recent years, CPG companies have struggled to make an impact in the digital sphere due to changes in their industry. This can be attributed to a few reasons, but as trends shift and digital capabilities advance, these companies are realizing the benefits of shifting ad spend toward digital advertisements, and more specifically, programmatic advertising.
Changes in the CPG Industry
As more companies turn to digital advertising, in particular, programmatic advertising, to increase brand awareness, sales, and consumer loyalty, the CPG industry has remained a step behind. This isn’t due to a lack of effort, but rather the following disadvantages:

  • Legacy CPG brands are not [yet] direct-to-consumer. When consumers are running low on shampoo, they often don’t purchase shampoo directly through a brand shampoo company’s website, but rather they make their purchase through a third-party seller online or in-store. Traditionally, CPG companies have relied on these third-party retailers to promote and sell their products.
  • The CPG category is becoming more crowded than ever.  With more CPG companies joining the industry than ever before it can be easy to get lost in the mix.
  • Disruptor brands are making noise with direct-to-consumer or subscription models. Newly emerged CPG brands are cutting out middle-man retailers and enabling consumers to make purchases directly with the brand. This business model allows them to advertise a lower price and in some cases pass along savings to consumers, resulting in stolen market share from legacy brands.Brand loyalty drivers have evolved. Gen Z and Millennials prefer experiences over product. The appeal of CPG brands goes far beyond owning the actual product. For Gen Z and Millennials it’s as much about the experience surrounding the product itself. Brands that deliver on the expected brand experience are the brands winning the hearts and minds over those brands relying on traditional loyalty drivers.

Time for CPG to Go Digital
For decades, legacy CPG brands were the only brands that could afford to invest in expensive  TV advertising. But now as mobile has surpassed television ad spend, there is more opportunity for CPG brands to jump on-board the digital trend – transforming their advertising plans. Brands no longer need hundreds of thousands, if not millions, of dollars for one television spot. There are now ample opportunities for companies with smaller advertising budgets to utilize mobile, display, social, video and out-of-home – and these platforms also have a more targeted, larger reach.
Because CPG brands, big or small, can now afford to advertise on a variety of platforms, they no longer have to rely on their third-party retailers to get their message to consumers. The shift in advertising is also shifting the brand messaging for CPG – they are now speaking directly to the consumer.
Incorporating Programmatic
A huge advantage in incorporating more digital advertising for CPG brands, is the ability to better target consumers and measure the success of the campaign on both upper and lower funnel KPI’s. CPG brands can now target consumers based on age, income, interests, mobile-usage and many more specific tactics. Additionally, they can incorporate location attribution and sales lift measurement to report back on the success of the campaign in driving in-store traffic and sales. Below is a case study example of a CPG – orange juice brand that drove campaign success using a programmatic approach to digital advertising. Let’s get into it!
Case Study: CPG Brand targeting Millennial Moms
Challenge: A leading CPG – orange juice brand wanted to maximize the consumer demand for their juice products. In particular, they aimed to reach Millennial Moms and discover new insights about orange juice purchasing behavior. Together with their agency they partnered with Digilant to drive their programmatic advertising strategy.
Strategy: Digilant deployed a programmatic advertising strategy that leveraged mobile app audience data and insights made available through PushSpring, a data marketplace offering mobile app audience data and insights, to create a custom audience of potential orange juice purchasers. Specifically, we targeted consumer based on a variety of demographics including Millennial Moms who:

  • Shopped at Trader Joe’s, Whole Foods, Kroger or Costco
  • Have mobile apps such as PinterestCozi, Edmodo, Parents Magazine, or Family Locator

By creating and testing a variety of PushSpring audiences, the campaign was analyzed and it was determined that a specific data segment honed in on the exact audience the brand was looking to engage with.
To measure campaign performance, Digilant worked with a local attribution partner, to report on brand lift and purchase intent. In addition, Digilant and the orange juice brand created a five question survey to gauge the following insights: intent to purchase, brand consideration, spending habits, and more. Survey responses were then broken down by audience demographics resulting in a better understanding of target potential orange juice purchasers and audience-optimized programmatic advertising strategy.
In conclusion, these insights led to a successful programmatic campaign; we achieved the highest CTP from Millennial Moms – hitting the target audience requested from the client. This is just one of many examples of programmatic capabilities that increase target-specific brand awareness.
Results: Identified highest performing Millennial Mom audience segment resulting in a .30% CTR on Pinterest (~5X higher than Google’s industry standard CTR)

Discovered nuances between Millennial mom and male consumers.

  • Millennial moms consumers are more likely to engage with ads on display/desktop while male consumers are most likely to engage with ads shown in-store.

Download the case study here: Case-Study-CPG-Brand-Targeting-Millennial-Moms.
Interested in learning more about the benefits of incorporating programmatic advertising to your CPG brand’s advertising efforts? Contact us here.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 3

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.
Download the infographic here.

Part 3: The Impact of Social Media on Travel

Social media has completely changed the face of traveling. Visiting another place no longer means relaxation in the form of cutting ties with technology. Traveling is now synonymous with social media usage and it’s a hard fact to come to terms with. The pictures taken during vacations are beautiful, (the 97% of millennials who have posted content from their trips would agree,) but the pressure behind the process is immense. Society now thinks it’s unusual to travel and not post a photo or share a story about it on social media. Because of these new expectations, around 90% of travel agents now consider social media to be an integral part of the marketing plan. More people are traveling and embracing the digital space while doing so. To catch attention and increase profitability, advertisers will need to dominate the digital space before, during, and after the big summer travel season of 2019.

What Social Media Accounts are Being Used?
Facebook and Instagram are, by far, the most used social media accounts by today’s travelers. Whether scrolling through posts before, during, or after vacations, consumers are actively sharing and scrolling through travel-based posts from their mobile devices. Instagram is especially popular for 16 to 24 year olds, but Facebook is the number one go-to for older generations. Each of these apps are visually-driven, which explains why many choose colorful, exotic destinations to visit when taking time off. Summer travelers don’t want photos just for the memories – they want photos that’ll be sure to stick out across their digital feeds and timelines. Because of this intense “Instagrammability” pressure, 28% of travelers consider booking an attractive property a top task in the planning process. 20% will even style accommodations to look more expensive while others run amuck in search of content they can tag as #goals. The face of travel has completely changed. Whether for good or bad, this industry (which impacts most – if not all – industries) has become dependent upon social media usage.
What Does This Mean for Marketing?
With this in mind, advertisers and agencies need to hold on tight to digital identities. The physical world depends so heavily on the digital space now. Simply put: If your brand isn’t present online, it’s not present at all. To grab the attention of today’s travelers, you need to meet with them and communicate effectively with them via tech before reaching out in person. 62% of millennials will be more loyal to a company with an engaging, interactive presence on social media. Because millennials make up a big chunk of 2019 travelers, begin to craft ideas about how you can grasp their attention. Garnering likes is great, sure, but aim to get comments, reviews, and shares. These actions require users to think and put forth an extra ounce of energy. To obtain these metrics, craft giveaways, surveys, incentives, and programmatic posts that bring their personalities into the picture. Many companies are taking it a step further by offering shoppable posts that allow users to book and buy right on the spot. Streamlining via social media makes it simple to complete transactions without distractions or complications. Travel planning no longer means billions of tabs, millions of questions, and hundreds of hours. It’s just like buying a shirt you see your favorite influencer wearing in an Instagram post — way too simple.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 2

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.
Download the infographic here.

Part 2: How and When Travelers Book

In 2015, the average traveler would click through 38 websites before booking a trip. In 2019, that number has dropped to 4.4 websites. As more sites and digital experiences improve, trip planning processes become simplified and streamlined. Consumers are no longer hit with a million different options at once when searching for hotels, destinations, or flights, instead, the use of data has made online searching less complicated with the delivery of targeted links and ads. This simplicity, paired with an increased desire to see and do more, has altered how travelers decide where to go and when. For summer 2019 travelers, expect the following habits as consumers begin to pack and venture elsewhere.

The Booking Process
A majority of summer travelers will be unphased by brand loyalty this year. Only 9% already know what brands they want to book with while others remain unbiased. Travelers, (younger consumers especially) are more concerned about price and convenience. Brand consideration, therefore, will only come into play after an affordable, time convenient option rises to the surface. 60% of US consumers consider an impulse trip based on a good hotel or flight deal. Whether it’s a high-end hotel discount or questionable red-eye flight offer, price assures commitment. This motivation will mean a rise in shorter, last-minute trips across age-groups in 2019.

Additional Influences
A consumer finds an affordable flight one day and they’re on their way to a tropical destination the next. Sure, the price played a part, but what encouraged them to travel in the first place? When it comes to social media, 37% of consumers claim to be influenced by destination-based photos and videos posted by others. Compare that number to the 24% of travelers who are motivated by branded travel ads.  As 97% of millennials post content from their trips on social media, more and more consumers are compelled to make purchases. They rely on the words of others and remain vigilant of trends. With more posts comes more influence and, as a result, more reasons to travel.
Instagram post or travel advertisement, today’s consumers are heavily impacted by visual content. They rank Instagram – a visually powered app  – as one of the most influential platforms for travel-based advertisements. Popularity in photo and video driven apps has quickly made “the image” the most memorable part of any campaign, especially when it’s targeted and uniquely personalized. Investing in appealing, high-quality images has quickly become a necessity when it comes to communicating with today’s consumers. This is especially the case when reaching out to the vacation, digitally minded consumers who will be traveling during the summer of 2019.

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