10 Programmatic Media Buying Trends for 2018 That You Need to Know About

As we kick off 2018, it’s important as marketers, media buyers or media planners to be confident that we are making the right choices, spending valuable dollars in the right places and overall making the returns for those dollars that everyone is expecting.  How do we know for sure we made the right decisions?  We read, we discuss and we read some more on what’s next and how we can outsmart others by being ahead of the trends or implementing the newest ad technology before anyone realized they even needed it.

Our team at Digilant has spent a good amount of time doing the research for you.  We narrowed it down to 10 big trends we know will affect programmatic media buyers this year.  In 2018 you will be hearing a lot of talk about in-housing, ads.txt, OTT, DOOH, native, transparency, attribution and how digital media buying will be going fully programmatic in the next couple of years. We will cover all these topics and more over the next couple of weeks but in the meantime we offer you 10 things you need to know about programmatic for 2018.

Download the full infographic here or read it below. 
If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed and get going.  Need more information you can also reach out to us here.

Calling All Marketers: 6 Reasons to Get on the Programmatic Buying Bandwagon for the Holidays


Despite what might be considered setbacks for the programmatic industry in 2017, like the YouTube ad controversy and the constant battle against “bots” and “ad fraud” – more and more marketers are investing in programmatic advertising. eMarketer estimates nearly four of every five US digital advertising display dollars will have been transacted programmatically in 2017, totaling $32.56 billion.  For 2018, programmatic digital display ad spending will climb to $39.46 billion, with 80% of mobile display ads being purchased programmatically — that’s up 21% from 2017.
So marketers can’t afford to not get on the programmatic bandwagon, if they want to be effective in getting their brand out in front of customers and prospects, the Holiday Season is prime-time for getting a running start.

 

6 Reasons You Should be Buying Programmatically ASAP


1. The world of advertising is moving towards Automation.  With more of the advertising display dollars being spent programmatic platforms than any other method, and huge advancements in ad technology, brands who continue to buy ads manually will fall behind their competitors who choose automation.

2. Personalization is now achievable though Programmatic.   Personalizing your marketing has always been a goal but now it’s a real thing through programmatic targeting tactics like geolocation, in-depth demographics information and dayparting, for example. And also more consumers are accepting of and are feeling more positively about a brand when their ads are personalized.

3. More Data!  With marketers being tasked to analyze and optimize on hundreds of different data points about their users, programmatic platforms can use this data to create detailed behavioral profiles of existing customers and even prospects.  This data can then be used to enable tactics like lookalike modeling and contextual targeting which gives advertisers the ability to create a more personalized media plan for their Holiday campaigns.

4. Dynamic Creative Optimization (DCO) really works.  DCO technology enables marketers to use programmatic platforms to deliver on the promise of serving relevant and custom advertising to the consumer and capture their attention.  This also gives marketers the opportunity to have their best performing creative be served more often.  Studies have shown that DCO ads can have up to 50% higher post-click conversion rates over standard display ads – delivering overall better results than non-dynamic creative.

5. Make Storytelling a reality by reaching the right audience.  Today’s customer expects a journey, an experience, a story from their advertiser or brand.  With the accuracy of programmatic targeting and the sophistication of ad-tech platforms, there is finally the potential to deliver this.

6. More scale equals more opportunity.  With more consumers adopting ad blockers, every opportunity to get in front of potential consumers needs to be maximized.  Programmatic provides the scale that most marketers need to get in front of the right consumers at the right time, especially during the Holiday season.

 
 
Anyone in the marketing role knows that the holidays are a crucial time for ads, which means that the market is flooded with advertising, but not all of it is optimized for the best results.  In addition to getting on the programmatic bandwagon, here are some other things marketers should be thinking about:

  • Creative eye-catching images and well-written ad copy that is most relevant to your target audience.
  • Your ad should directly link to the product you want to sell, saving time for the customer.
  • Have a strong call-to-action; make it time-sensitive!

 

 
 
To find out more about programmatic buying tactics and shopping habits this 2017 Holiday season download Digilant’s ‘Holiday and Consumer Shopping Report.’
 
 

Last Month in Digital Media News

The advertising industry and digital media buying specifically, requires attention to the latest trends. New ideas, new upcoming technologies and the changes in the behavior of the consumers make it necessary for forward thinking marketers to be attentive to all the industry news. This evolving industry, makes it very complicated to compete in equal conditions if you are not up to date on the digital environment.
For that reason, it is important to be updated on every industry sector. And the purchase of digital media is no exception.

For example, Google and Facebook together are two-thirds of all the investment that is made in advertising around the world. Something that years ago we could not even imagine. Buying digital media was complicated, and online advertising was only seen as a complement to traditional advertising, taking only a small percentage of marketing budgets.

What happened in the last month?

What has been said about the purchase of digital media in the last month? And how does advertising technology affect brands in general?
As eMarketer has reported, in 2017 advertising investment will grow in the United States to such an extent that it will outweigh the investment in television advertising.
And for that reason, all the data, news, statistics and information related to consumers and their environment are now the holy grail of advertisers. Consumer communication has become personalized and, logically, advertising too.
If you look only at Facebook you can see that the company with almost 2 billion users covers much more than what any brand advertiser could want. But what does the future hold? What news has appeared during the last month? And how will they affect the purchase of digital media?

1.- Will YouTube Be A Payment Platform?

Perhaps it is better to pose the question in another way: Would you pay for contents that you can access for free? One of the most interesting debates on this subject was launched in Entrepreneur.
Turning a frees space into a paid space online is very difficult. And this is something that the publishing industry is familiar with. Publishers have had to start charging for subscriptions to be able to obtain revenue to keep up with the boom of the digital world and the problems that it created for traditional media.
YouTube, however, has long been thinking how to launch YouTube Red, the subscription version. And the video giant is clear on the value proposition: it allows all type of content consumption without advertising interruption. That is, it totally eliminates the ads and claims to provide exclusive content.

Will users be willing to invest in this type of content?

So far Ad Blockers have eliminated advertising from websites. And, for many users, that was enough. Will the YouTube Network be the solution for those who want to omit ads in their videos?
As Entrepreneur points out, “it is still too early to know”. In fact, it is anticipated that the most powerful feature of YouTube Red, which could make users change their minds, is yet to come.
In addition, The Independent shares that the date on which this content will be available to all countries will depend on the agreements that are closed with the record labels. Since they are mainly interested in having users invest some money in consuming video clips and music.

2.- What’s Behind the Chatbot Surge?

This is a very hot subject since the future for the chatbots lie, precisely, in that someone must feed them, train them and give them life.

It is one of the issues that has been discussed in Adage lately. Chatbots are changing the way we communicate with brands and is exploding across the sites of businesses of all sizes and verticals.
In fact, as pointed out in a Gartner report, by 2020 more than 85% of customer-brand communications will be carried out without human intervention. Which means that chatbots, among others, will take control of this relationship.

And all with the aim of improving the consumer experience. This directly affects customer service. Apple has been using chatbots for some time and Facebook is working on it. However, this technology is still nascent, so it can not be said that it is 100% useful for all companies.

Out of context a Chatbot makes no sense

Technology has to improve in order to create bots that are consistent with each brand and its personality. And, therefore, it is necessary to write answers so that they can use them later.
The same goes for Siri, for example. If you try to hold a conversation or ask unusual questions, Siri will not know how to respond. This system is trained and programmed to respond to certain issues, so still thousands of issues are unresolved.

And this is where things change. To feed a Chatbot, it takes an expert who knows the personality of the brand very well, and therefore, he/she is capable to provide to to this system the appropriate answers to be able to continue evolving and to offer better experiences to the users.

This implies an absolute knowledge of the target audience. As a consequence, a new need already exists. The one to properly train every Chatbot. Yet, as the report points out, they will never replace interactions between humans.

3.- From Big Data To Artificial Intelligence?

Does Big Data turn artificial intelligence into something that is not science fiction? HuffPost has dedicated an article that addresses the convergence of data management and AI and the potential value it will add to the digital media space as well as other industries.

Both Big Data and Artificial Intelligence already provide greater added value though their agility and the option of creating more productive business processes. However, to take advantage of these tools you need to know how to collect data and interpret it.
As HuffPost points out, companies and users are not yet ready for automated decision-making demands. Therefore, innovation will need to be focused on the convergence of data and artificial intelligence.
So, what are humans facing? Artificial Intelligence has gained ground in key sectors such as health, banking, advertising and financial services. But data, by itself, is not enough. And, as a consequence, programmatic marketers especially will need to apply BDI, Big Data Intelligence.

4.- Trolls In Social Networks In The Face Of Terrorist Attacks

What role do social networks play in today’s society? It is more than proven that when it comes to selling digital advertising, these platforms are more than effective. They get to specific targets, you can create specific and eye-catching creatives, etc.

However, when networks fall into unwanted hands, they cause undesirable impacts. And this is precisely what has been addressed in The Guardian. Especially when terrorist attacks are involved.

The news speaks specifically of the victims and relatives of the victims of the London and Manchester attacks. And invite them to watch out for network trolls, especially on Twitter.

Social networks can play a positive and negative role in the face of a terrorist attack. But these trolls take advantage of the networks to “crush” and capture their victims, subjecting them to different abuses, such as accusing them of “trying to cash in” on what happened by talking to the media.

After the bombing of Manchester Arena, several doctors who worked there claimed that many victims had previously been controlled by networks.

5.- Mobile And Buying Behaviors

If a few years ago the user was reluctance to buy via mobile, this situation has taken a turn, since smartphones are now the currency of users.

The Telegraph in the UK says that industry data points out that mobile phones have become an essential element in payment processes. Smart phones are playing an important role in online shopping. Especially during this last year. As a consequence, mobile penetration is even greater.
More and more users are using their smartphones to manage their lives. And, therefore, making purchases through this device is becoming routine, therefore, digital media and advertising must be fully optimized for mobile.

6.- New Alliances Of Streaming Spaces To Reach Students

Another trend related to the purchase of digital media that directly affects programmatic and digital advertising was featured in Cnet.com. Did you know that Spotify and Hulu partnered to create a combo for college students? It offers the best of its services in streaming. Is this the new way to reach the youngest target audience?
Students who meet the requirements, can access services for only $ 4.99 per month for Spotify Premium and Hulu. Of course, eliminating advertising 100%.
The younger ones will be able to access whole seasons of exclusive Hulu programming and other series from prominent networks. Again, with the same value proposition: eliminate advertising.

In Summary

The digital panorama in the news that’s dominated in recent months leave something clear:

  • Mobile is the current and future device.
  • Social networks have a lot of power both inside and outside advertising, as they can impact the public if the message sender uses certain persuasive techniques.
  • But there is also a tendency to remove advertising in some digital spaces. And this is a problem for the programmatic media buying industry.

The solution? For now, is working to launch advertising that is much less intrusive, subtle, attractive and place them in the right place to the right person. Something that is simpler to do with a programmatic partner such as Digilant and its self-service tool that offers you the possibility of automating your digital decision making.

Johnston & Murphy Combine MarTech And AdTech  To Improve The Customer Journey

Leveraging CRM and Programmatic, Customer Portfolios and Digilant Set Precedent, Enrich Customer Experience

BOSTON, MA, September 14, 2017 Customer Portfolios, a leader in lifecycle marketing and customer analytics, and Digilant, a global provider of programmatic ad buying solutions and services, have partnered to innovate the digital experience by combining AdTech and MarTech to track behavior and revenue impact for each interaction.

For the first time, AdTech and MarTech are converging to leverage a brand’s rich and often underutilized CRM data to influence their customer’s advertising journey in real-time and while maximizing digital advertising spend. By connecting Digilant’s programmatic buying expertise with Perfect Pixel, Customer Portfolios’ proprietary data collector, and CRM intelligence, brands receive a 360-degree view of their customers to improve marketing effectiveness.

“Our programmatic solutions are strengthened by leveraging behavioral data like website engagement,”  said Adam Cahill, President, Digilant US. “When combining third or second party data sets with first party CRM data, advertisers can activate their marketing in a proprietary way, allowing us to more efficiently locate the next customer.”

Programmatic CRM + Perfect Pixel: Together in Action

Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence that their various media efforts were having on purchase behavior.  Coupling this data with their existing CRM profile would allow the retailer to prioritize their marketing investments and provide a complete view of customer activity to inform advertising content.

“For too long, marketers have relied on channel partners to execute campaigns, blindly trusting these partners without complete visibility of their data,” said Augie MacCurrach, CEO and co-founder of Customer Portfolios. “Perfect Pixel empowers brands to control all of their data —and ultimately leverage it to increase their customer’s lifetime value.”

To achieve this, Johnston & Murphy combined the intelligence collected by Perfect Pixel with Digilant’s tracking cookie to close the loop across channels and create a personalized customer journey. Customer Portfolios then leveraged their Smart Cookie to deliver the CRM profiles, enhanced by Perfect Pixel, to Digilant’s tracking cookie. This provided Johnston & Murphy a complete view of all online and offline customer activity, letting Digilant activate this customer intelligence through programmatic media channels.

“This partnership allows J&M to take the holistic view of our customers and put it into action across our digital efforts, helping us be more efficient and effective with our media spend.” said Heather Marsh, Vice President of Commerce, Johnston & Murphy (Genesco). “Our time and money is focused on delivering what our customers want; through the work of partners like Digilant and Customer Portfolios, we’re excited to be able to quantify the impact of our efforts through in-store sales.”

With the powerful Customer Portfolios CRM Profile — enhanced by Perfect Pixel — providing the intelligence for personalized content, Johnston & Murphy is now able to deliver digital messaging at a 1:1 level and complement all of their other marketing efforts. The partnership has led to a lift in sales for the audience exposed to media through Programmatic CRM. Moreover, Johnston & Murphy is able to attribute twice the amount of sales to these initiatives by including offline matchback delivered from Perfect Pixel.

Together, Customer Portfolios and Digilant were named a finalist for The Drum’s Digital Trading Awards category of Most Effective Programmatic Partnership. To learn more about the partnership, click here.

About Customer Portfolios
Customer Portfolios is a marketing technology leader that empowers its global clients to maximize the value of each customer. The company leverages advanced analytics and strategic best practices to uncover actionable insights and opportunities within the customer journey. The Workbench, CP’s marketing automation platform, then delivers targeted and measurable Lifecycle Marketing communications to drive incremental revenue. The Customer Portfolios team of analytical and marketing experts help companies like Johnston and Murphy, Vera Bradley, Journeys, HarborOne, Subway, Teleflora, Frye, and Tourneau consistently drive revenue growth and increase customer lifetime value. For more information, visit www.customerportfolios.com, read our blog and follow us on Twitter and LinkedIn.

About Digilant
Digilant offers programmatic buying solutions and services designed for independent agencies and brands that are increasing their programmatic spending. Using data science to unlock ‘new’ automated buying strategies, Digilant enables brands to uncover proprietary and complex audience data that gives them the actionable intelligence they need to compete across every important media channel.
Digilant is an ispDigital Group Company.  For more information, visit us at www.digilant.com, read our blog or follow us on Twitter @Digilant_US.
 
Media Contacts:
Customer Portfolios
James McNulty
jmcnulty@standpoint-pr.com
508-281-2024

Digilant
Karen Moked
Karen.moked@digilant.com
Tel: 844-344-4526 EXT. 754

Programmatic Media Buying 101: Why Media Buyers Should be Using Pinterest?

Pinterest is a social platform that enables users to collect ideas by “pinning” images, articles, or even recipes to themed boards.

Similar in size to Snapchat, Pinterest has over 150 million active users worldwide — about half of which are outside of the US — and users spend an average of a little over an hour and a half per month on the platform.

Like Snapchat, Pinterest’s audience is mostly women, with just over 70% of users being female. However, the age demographic for Pinterest skews higher than Instagram; nearly two-thirds of users are over 30. Pinterest gives brands the opportunity to be discovered by audiences that are actively seeking ideas. Pinterest users are eager to connect with brands. Approximately two-thirds of content pinned comes from brands and businesses. And users report being more likely to follow brands than individuals like celebrities or experts.

What makes Pinterest interesting for media buyers?

What really makes Pinterest stand out is the way that users interact with content. Pins don’t ever go away, so marketers can make the most of quality content for their programmatic advertising campaigns. On other channels, feeds drive content placed in front of the user, making recency key. On Pinterest, users are exposed to content via discovery and search, ideal for contextual tactics in a media buying plan.

And Pinterest drives purchasing!

  •    87% of Pinners purchase a product because of Pinterest and
  •    93% of Pinners are pinning to plan a future purchase

Pinterest also drives web traffic – up to 5% of all website traffic is coming from Pinterest, that’s second only to Facebook, which drives up to 25% of website traffic. But Pinterest is surprisingly leading in one category over Facebook: Pinners average order value from referral traffic is around $59, compared to $55 from Facebook.

Pinterest is a clear cut marketing tool and source of inventory for programmatic advertisers.  For a business like the fictional Heart and Sole Shoes that are looking to promote very visually appealing physical products it is more obvious, but for B2B brands like Dave’s Data Storage it might be a less obvious advertising option since their products are more conceptual and therefore demanding more thought and creativity from the marketer.

Marketing best practices for Pinterest 

Marketers can make it a best practice to include some visual element in any blog they’d like to share, or create infographics packed with valuable information worth sharing. Data charts are equally visual and eye catching – users know that there is info to be discovered. Some service-orientated businesses do well with showing pictures of their happy customers– imagine how interesting and fun Penny’s Pet Grooming Pins could be showing well-groomed pets reuniting with their happyowners?

Pinterest offers plenty of opportunities, if marketers can rise to the challenge of creating visually engaging and high quality content that can match the staying power of Pins.

Summary

  • Pinterest stands out among other social media platforms with permanent Pins driven by user discovery and search.       
  • Pinners are purchasers – and they spend an average of almost $60, higher than Facebook’s $55 average.
  • Businesses and brands can use their Pinterest page to engage and build relationships by Pinning their own and others’ content – or even inviting guest Pins from brand fans.
  • Businesses and brands need to create visually compelling, high quality content to get the most from permanent, long-term Pins.

Programmatic Media Buying 101: Combining SEM and SEO Strategies with Programmatic Marketing

Search engines meet an age old need for people who want to seek and find. Rather than look up businesses in a phone directory or go to the library, people use search engines — for research, shopping, and even just for entertainment.

Google alone processes 40,000 searches per second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. With additional search engines and searches that are a part of platforms like Facebook and YouTube, people are seeking and finding information and products more than ever before.

What is SEM and Why is it Beneficial?

Search engine marketing — or SEM —  is a key part of marketing plans, estimated to have made up over 30% of digital marketing budgets in 2016.

Usually when marketers use the term SEM they are referring to Paid Search. Paid Search allows marketers to align brands and their products with relevant keywords through the purchase of impressions served for that keyword search. Typically, advertisers pay either on a CPM — or cost per thousand impressions — or a CPC or PPC — or cost per click or pay per click — model just as they would for a programmatic buy.

Companies looking to increase traffic and purchases on their websites will add SEM campaigns as part of their marketing strategy, so that their ads appear on searches indicating keywords related to their product. Typically, advertisers choose between 5-15 closely related keywords for one campaign or set of ads

While the chosen keywords would also appear on the search results page — or SERP — organically, without a keyword campaign, there is no guarantee that they’d appear on the first SERP or even the second or third.  Which is why most marketers pair their programmatic campaigns with search to get optimal results.

Why do Links Appear in a Certain Order or Rank on SERPs?

Additionally, SEO, or search engine optimization comes into play. SEO is a key marketing strategy on marketing plans, it’s the strategy that is used to increase the likelihood that a website or page link to increase its ranking on SERPs. As of 2016, it comes in at nearly 20% of digital ad spend.

But search engines don’t rank pages solely on keyword use and content analysis alone. Other factors include: user data, links, domain authority or credibility, social media signals, brand signals and associations, freshness, diversity, loading speed, and geography.

Transforming SEM with Programmatic Buying

SEM can be even more effective when paired with the basic types of targeting — geo location, time of day/day of week, device type, and other behavioral targeting. Search Engine Marketing and Programmatic are both effective advertising buying strategies, but they are not the same. Each method reaches the consumer at a different level of purchase intent, and advertisers need to consider both when planning their budgets. It is the combination of both that will provide the full funnel strategy a brand needs to thrive.

Search Remarketing has become a valuable programmatic tactic to increase customer acquisition. Search remarketing allows advertisers to target the competition’s keywords without actually buying those keywords. It’s different from display remarketing, where site visitors see ads for the site they visited when they go elsewhere online – and they may not be looking for anything remotely related to the advertiser.

  • With search remarketing, advertisers can target users who use specific keywords on search engines.
  • The first thing an advertiser does is build a list of keywords as they would for a regular SEM campaign.
  • Segment target audiences by keyword categories, then optimize based on performance.

To compliment SEM and Search Remarketing strategies Digilant has developed Search Engine +, a contextual targeting solution that uses an advertiser’s paid keywords to build a whitelist of URLs composed of Google’s top organic search results.

Benefits Include:

  • The ability to compliment current SEO and SEM initiatives
  • Target pages that users are already engaged with
  • Use strategically valuable search terms to advertise on sites users are likely to visit after searching

Digilant’s Search Engine + enhances the performance of programmatic campaigns by unlocking quality URL’s that rank highest in Google search and uncovering relevant ad placements that competitors are not reaching.

Summary

SEM is a highly effective way for advertisers to be found by interested users and is an important part of any marketing or programmatic buying plan.

  • 2016 digital ad spend for SEM and SEO is around 30% and 18%, respectively.
  • Paid Search puts advertisers in front of users at the exact moment they’re looking for them.
  • SEO can boost rankings on SERPs.
  • SEM and Programmatic both have a place on marketing plans and accomplish different objectives.

5 Great Internet Advertising Ideas for Media Buyers

Have you thought about how to bring a new twist to your marketing strategies? We are in the middle of 2017 and everything has evolved, from buying ads on the internet to the media platforms on which they are displayed.

Think about social networks like Facebook or Twitter, do you think that you can comfortably master all the new features that have been introduced in the last few months?

You need to take a step back, take a look at your campaigns from last year and put several ideas on the table. Especially those that show your success stories and your failures. In doing so, you will be able to determine more easily what to replicate and what to change, and most importantly to focus on this second part.
2016 was a year full of advances, updates, new trends and new formats. It began with Snapchat and concluded with Instagram as one of the most powerful channels to purchase digital ads, also important were live videos and the power of content marketing.

All this means one thing: You have twice as many sources of inspiration for marketing strategies from now on, without losing your creative and personal touch.

There are different ways to define your ideal audience, new ways of buying ads on the Internet to reach your target, as well as many alternatives to understand each customer

Trends In Advertising And Digital Media Buying

Do you know how to shape your ideas so that they become more innovative?

1. The power of landing pages

There is no doubt that landing pages have become one of the most popular marketing lead generation tools in recent years, in fact  Search Engine Journal data reinforces this idea.

According to their report on ‘the state of digital marketing,’ the content advertisers see as most successful are ebooks and whitepapers. And perhaps your media buying strategy should also include these kinds of tactics.
If you ask yourself what is the relationship between landing pages and digital advertising, you must first understand that the landing pages are the key to accessing any content. And, in fact, it is one of the most powerful tools when it comes to capturing leads.

Landing pages use highly persuasive elements, amongst them social influencers, customer testimonials, and copy oriented towards conversion. And, therefore, even with time, landing pages tend not to go out of fashion nor lose effectiveness in any of the stages of the conversion funnel.

2. Outstream video

 Not all marketers or advertisers knew or used this advertising format a year ago. However, today, 77% of organizations say that buying outstream videos ads will be crucial to media buying strategies.
Its rapid rise to popularity has a lot to do with annoyed Internet users, competitive advertisers, and publishers looking to generate revenue. But, what exactly does this advertising format refer to?
Outstream video is an advertising format that allows publishers to display video ads outside of real video players. For example, in text line breaks or in the corners of a web page.  Videos are either shown before the actual video content started or during the video content transmission, inside a player.
Issues resolved by outstream ads
Outsourcing ads are here to stay, basically because they solve problems like the following:

  • Allowing publishers to monetize their ads.
  • Reach increase. Brands can now reach audiences on websites beyond YouTube. They can also ensure that your videos are actually viewed, since outstream ads only play when they are in sight of the Internet user.
  • They are not annoying since the user can ignore them. While these videos are intrusive in the sense that they can disrupt your reading experience, the user also has the ability to ignore them.

That is why the purchase of ads on the Internet using this format is booming.

3. Using Snapchat Advertising

Snapchat launched two major advertising innovations in 2016. Therefore, it is worth trying to buy Snapchat ads, to increase your visibility.
That said, Snapchat is not a suitable platform for all brands. But you probably already know that. It is geared more towards a younger target and towards more informal content. However, there are many opportunities to buy ads online for any brand that wants to gain ground here as well.
In fact, while 85% of Facebook videos are consumed without sound, 60% of video ads in Snapchat are viewed with audio enabled. And this is more of an advantage for your business:

  1. In Snapchat your ads will not have as much competition

Currently, most brands are buying ads on social platforms like Instagram, Facebook or Twitter. Keep in mind that the more advertisers that focus there, the more inventory they leave for others on the other platforms.
You need to get the attention of your target audience and probably Snapchat is one of the best choices for a younger user. Therefore, advertising on Snapchat will probably double your likelihood of conversion.

2. You will gain visibility into new audiences

Millennials move through all networks, and although this may be advantageous in several cases, buying ads to reach them can sometimes be complicated.
However, advertising with Snapchat is a good choice for those who want to catch their attention, because they are one of the main targets of this social network.

3. Snapchat is not like other social networks

It is not just a chat, but it is also not just a visual platform either. Snapchat is the pioneer in introducing content that disappears which has become a growing trend. And even though Instagram, Facebook and WhatsApp have also incorporated stories, the way users connect through Snapchat is still different.
In fact, it can be said that it is more authentic, or so many of its users perceive it. And, even though Instagram has also included filters, Snapchat still has an advantage with its more varied and well-known ones.

4. Live broadcasts

One of the hits of 2016 has been live videos. Youtube was the real sensation in the video world since its inception. However, over time, some competitors have been gaining market share.
Why? Video streaming platforms have emerged in real time such as Periscope, Facebook Live and now Instagram – the new kryptonite for millennials. 
In addition, Twitter has also invested in streaming and the advertisers have already tried it. Or have not you noticed how brands also broadcast events, meetings or live moments? The purchase of live ads on social networks has taken a turn in this trend.
In fact, as soon as some aspects like the quality and speed of videos are improved, people more people will connect. And it’s the users who claim they prefer live videos. They generate much more confidence and make everything more human. In a live broadcast there is no possibility of error: what you see is what you get, therefore it increases credibility.

Suitable content for live videos:
If you have just started with live broadcasts, you will first need to brainstorm what content to generate. Which are more related to your brand. These could include:

  1. How-to: Why not use this format for users to learn about certain products or services? Bare in mind that there is no better publicity than the one that is made live, where there is no room for error.
  2. Questions and answers. If you want to reinforce, even more, the engagement with your users, you can try interviews with experts or professionals from certain sectors.
  3. Events. Use this format to show events you have organized.
  4. Behind the scenes. It is one of the users’ preferred type of content.

The most important thing is that you do not forget to announce your live broadcast before launching it. If you want to make sure that users do not miss it, you have to announce it buying ads to promote your event, this way you will maximize your potential audience, and it will also be the perfect opportunity to make a first impression.

5. Retargeting

You hear a lot that nobody likes retargeting ads, they say it is annoying and ineffective. Well, it is not true. In fact, data from the Search Engine Journal study ensures us that 91% of experts use retargeting because of their high effectiveness rate. 

With retargeting, you can target the purchase of your ads online depending on your audience tastes,  since you will be tracking their online behaviors and preferences, the user will be shown 100% custom ads.
Digilant is part of ispDigital, a group of technology companies that offer marketing services and innovative solutions to help brands reach their marketing objectives. Digilant is a programmatic buying and services company that helps advertisers gain visibility and maximize results.

Programmatic Media Buying 101: How Marketers are using Snapchat Advertising?

Snapchat is a mobile-only image — and video —  sharing platform that might be less familiar to most marketers — and users — than Facebook or Twitter. But it would be a mistake to overlook it as a programmatic media buying platform and miss out on the opportunity of a quickly growing user base.
snapchat filters

Snapchat has reported to have 200 million active users worldwide. Users are spending an average of 30 minutes a day on snapchat. Snapchat started as a way to privately message “snaps” that disappeared after a user-specified period of time. With users sharing an average of 9,000 snaps per second and viewing an average of 10 billion videos per day, rivaling the video viewing numbers of Facebook, Snapchat has become a very interesting inventory source for programmatic media buyers.

Not only is Snapchat growing, but it also boasts an audience that’s almost 50% receptive — or at least neutral — to ads. And Snapchat is expected to continue to grow a larger user base in the U.S. than either Twitter or Pinterest.

Ad Inventory Source for Teen Demographic

Snapchat is giving marketers access to a young audience – 60% of its users are under the age of 25. Snapchat is the most popular social media site focused on teens and young adults in the US. And with only about 2% of its users falling into the baby boomer category, Snapchat has a very clear cut age demographic for media buyers and marketers.
snapchat screensWhile marketers may see Snapchat as a direct line into teens, they’ll need to keep an eye on the potentially quick shift in demographics for longer term planning. Teens express that they use Snapchat precisely because their parents do not – once parents become Snapchatters, teen usage could drop.

When it comes to gender demographics, Snapchat holds its cards close to it’s chest. However, several studies confirm the assumption that nearly three quarters of users are likely female.

In terms of location, usage for Snapchat varies, but surprisingly Ireland currently has the highest usage rate, followed by Saudi Arabia and Sweden, with India, the US, United Arab Emirates, Canada, Belgium, the UK and France completing the top ten.

How Brands are using Snapchat?

Brands are having a lot of success engaging a youthful audience with Snapchat’s filters that can playfully place objects, text and animation. Like most social media platforms, Brands can win over followers and friends to broadcast promotions, stories, imagesSnapchat Programmatic Adsand videos. But Snapchat offers a uniquely creative way to engage users in what a lot of brand marketers are saying is the social media platform they have the most fun with.

For example, if Devon’s Digital wanted to promote a new line of earphones, they could create a filter with which Snapchat users could add headphones and a mic to an image – or better yet a video. They can then share themselves geared up in the latest headphones, lip syncing like a rock star.

Snapchat Sponsored Filters

Retail Marketers SnapchatUsers are keen to “try on” products – a marketers dream. Just imagine the possibilities for brands in the fashion, cosmetics or food and beverage industries. Advertisers can reach out to friends or those following their brand. It’s a big marketing opportunity if a brand can create a filter enticing enough to win over friends of followers using it, and so on.

Retail businesses can also take advantage of Geofilters. When a Snapchatter takes a Snap in a set location, they’re able to use the sponsored Geofilter to explain where, when, and why they took the Snap.

For example, if a fictional restaurant called Penny’s Pizza had a grand opening party, they could use a filter to promote the event when Snapchatter’s Snapped themselves eating delicious pizza at the event. Even without rolling out clever or creative filters, brands can buy ads that appear in between Snapchatters’ stories. The ads are skippable, but they’re also now measurable via third party ad serving.

Summary

  • Snapchat’s youthful user base is quickly growing, and is expected to shift toward a higher age demographic in the future.
  • Marketers like Snapchat’s global reach and the creative and fun way it engages its audience.
  • More metrics are now offered for ads that appear between Snapchatters’ Snaps.
  • Geofilters give brands a chance to connect with users in a functional and fun way where they can share the where, when and why about their Snaps.

Part 4 of 4: Back To School (BTS) Data & Strategies For Smart Programmatic Buying

The two target audiences that marketers need to focus for the Back to School (BTS) season are parents and college students. 90% of parents participate in back-to-school shopping, as the primary shopper for younger children and 89% of college students are shopping for back-to-school items. College students spending is significantly higher due to the fact that they are not just shopping for books and basic supplies, but also dorm room or apartment furniture and furnishings.

Five key product areas that get serious business during the Back to School (BTS) season, according to eMarketer.com are:

  1. Apparel and accessories
  2. Books, music and video
  3. Computers and consumer electronics
  4. Office equipment and supplies
  5. Toys and hobbies, including sporting goods

College students start doing BTS searches while they are still enjoying their summer vacations. Since college students spend is a large portion of the anticipated July and August U.S. retail sales of $857.18 billion, it’s important for marketers to dig into consumer insight data to know where to focus their programmatic media buying dollars.

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.Digilant discovered the following consumer insights about BTS shoppers:

  • 77% of shoppers use Walmart and 58% use Target
  • Low income moms do less comparison shopping because of less access to transportation
  • Upper income moms are better equipped for comparison shopping
  • Consumer Electronics spikes first in the season as a category, then office supplies and third is clothing and apparel
  • Kids are much more involved in the shopping process today with access to information though their parents still have the buying power

 

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

Part 3 of 4: Back To School (BTS) Data & Strategies For Smart Programmatic Buying

Back to School (BTS) season is the longest shopping event of the year. A 2016 survey from eMarketer found that 66% of shoppers planned on doing their back to school shopping between July 4 and Labor Day and 17% said that they plan on shopping on an “as-needed” basis.

College students start doing BTS searches while they are still at the beach.  It’s important for marketing teams to understand the types of messages and call to actions customers would be most receptive to before planning their programmatic advertising campaigns so that they can get the biggest return on their investments. That’s why Digilant dove into the data to find out when and how marketing dollars should be spent.

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

BTS shoppers are now using all their devices to do their searches, so a cross-platform media buying strategy is absolutely necessary. Parents are browsing their desktops and iPads with their children, looking for BTS items but also shopping around for the best price. They are also using  their mobile devices when they are in store, price-checking items and looking for coupons to download. Most buyers are not relying solely on brick-and-mortar stores anymore. Some buyers will rely solely on using online stores for their BTS shopping like Amazon.com and most others will shop at stores like Walmart, Macy’s and even CVS who offer a combination of online shopping and in-store returns, which has totally changed the Back to School shopping dynamic.
According to a RetailMeNot survey, top predicted days for BTS shopping in 2017 are:

  • Saturday, 8/5/17
  • Monday, 9/4/17 (Labor Day)
  • Friday, 8/4/17
  • Saturday, 8/12/17
  • Sunday, 8/13/17

Digilant also discovered the following information about BTS shoppers:

  1. Best Call to Actions:
    • 88% of parents use coupons
    • Parents are also receptive to: promotional emails, promo codes and brands they already know
  2. Best time to run a BTS campaign?
    • Starting July 11th

 

Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.

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