Programmatic & Native Advertising

Lets start off this blog with talking about programmatic ad buying. Programmatic ad buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. Companies are being talked about through people’s blogs with their own content. Digital Media Buying Gets the “Programmatic” Makeover says although we have awhile until robots become “self-aware”, there are many trends that Forrester think are shaping the industry to a different future. This includes
1. Budget increases – Major brands are striving to buy 70%-75% of digital ads programmatically. It seems like companies are head-on with each other on who can spend more programmatically.
2. Growth in TV-land – The buzz about programmatic TV and seeing a new generation of ad tech that will commit to solving that problem.
3. Laser focus and cross-channel – Cross-device tracking and targeting has been a concept advertisers have been sold on. The ability to tie devices and online and offline revenue to an individual will change how advertisers value media channels forever.
Those are some trends that a Forrester blogger thinks are out there right now.
Porgrammatic advertising is good for multiple companies and even ComScore is getting involved. Click Here to see how they use programmatic advertising.
Both native and programmatic advertising is paid advertising and both types are paying for their audience.
Programmatic advertising is utilizing technology in the form of programs/software to set up what you are looking for in order to execute your campaign. Then you are letting the tools do it for you. To make sure that anyone is on your page but hasn’t purchased, will continue to see your brand. So programmatic is similar to remarketing to customers. Programmatic opens up to different channels and data sources other than just search terms like what Google AdWords does. These programmatic ads are advertising based on their demographics and wanting to find them every where they are.
This is different to native advertising in which native advertising is a form of online advertising that matches the form and function of the platform on which it appears. This means that brands are attempting to integrate their messages about their company directly into content. This way of advertising is huge now because people do not like being bombarded with ads, so they are kind of hidden in the content. However, AdvertisingAge explains Why Native Advertising Won’t Overtake Traditional Ads –Yet. Native ads generate buzz in the publishing and advertising worlds but are still “infant” to traditional ways of marketing now. These are some reasons why AdvertisingAge thinks traditional advertising is still in charge for now:
1. Analytics for native ad approaches are lacking and haven’t fully matured to what advertisers have come to expect with traditional campaigns.
2. Audience targeting isn’t refined enough for native to steal the ad spend currently dedicated to digital.
3. The fact that educated consumers are increasing skeptical of native approaches because they don’t want to feel tricked into reading oblique pieces about products or brands in editorial stories.
The clear line between editorial and advertising content helps people to trust the journalist integrity.
Native advertising has evolved though and what makes it so popular right now is not necessarily the ad itself but the publicity that surrounds it. As these ads become more prominent, the data will be easier to read and see the impact that it is actually having on brands and publishers.

Programmatic & Native Advertising

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