Programmatic advertising to incorporate creative, brand in 2015

New Millward Brown digital and media predictions report for 2015 also claims marketers will experience a mindset shift from big to intelligent data

Marketing concept: Ads on digital background

Marketing concept: pixelated words Ads on digital background, 3d render.

advert, advertise, advertisement, advertising, analysis, background, blue, brand, business, campaign, communication, community, company, computer, concept, creative, creativity, customer, data, design, digital, display, idea, information, internet, market, media, money, monitor, offer, online, dreamstime

dreamstime_37553409
Marketing concept: Ads on digital background Marketing concept: pixelated words Ads on digital background, 3d render. advert, advertise, advertisement, advertising, analysis, background, blue, brand, business, campaign, communication, community, company, computer, concept, creative, creativity, customer, data, design, digital, display, idea, information, internet, market, media, money, monitor, offer, online, dreamstime dreamstime_37553409

Programmatic advertising will expand out of its role purely delivering digital media impressions this year to incorporate creative and brand, a new predictions report claims.

According to Millward Brown’s seventh annual Digital and Media Predictionsreport, programmatic ads will become more human, seamless, efficient and easy to digest in 2015 by merging creative elements with existing media buying algorithms.

This will require marketers to build creative in new forms of dynamic and relevant storytelling that can be customised and seamlessly delivered by media buying algorithms, the research group said.

To achieve this, creative agencies will partner with developers or build up their own advanced programming capabilities and cross-functional abilities to produce and deploy smart ads with customisable creative elements, the predictions report stated. New skills will also be required that cross current silos and tap into creative, technical, media and research elements.

“To date, the debate around programmatic media has been firmly centred on the ‘how’ of operations and behavioural metrics such as cost per click,” noted Millward Brown global brand director, Duncan Southgate.

“In 2015, we expect marketers to be equally focused on the benefits programmatic may be able to bring to building meaningful brands and the opportunities to leverage it more creatively.”

Millward Brown also expected the rise and rise of a brand’s programmatic bidding strategy to raise questions about whether programmatic optimisation is damaging or enhancing a brand.

“Don’t lose sight of brand objectives in the rush to optimise programmatically based on behaviour,” the group warned marketers in its report.

Read more: Programmatic advertising: Digital marketing’s saviour or real-time headache?

Among Millward Brown’s other predictions are:

  • Second-screen syncing will increasingly appear on media plans, stealing spend from TV, with sync technology putting the marketer and media agency back in control;

  • Marketers will experience a mindset shift from ‘big’ data to streamlined and ‘intelligent’ data. This will be achieved by culling data assets, investing in analytic talent, and applying predictive analytics to understand the metrics best indicative of brand and sales growth;

  • Micro-video platforms will become more important as new paid marketing opportunities emerge on these platforms, but only brands who know, learn and love these platforms will succeed;

  • Customer-focused, location-based marketing will blossom, and help differentiate brands that seek to build personal relevance and meaning with consumers;

  • Native advertising will be huge for those brands who partner with best-in-class publishers that strike the right balance between advertising and editorial

“Native, micro-video and location-based marketing are disparate technologies, but they are connected by marketers’ desire to deliver more relevant communication,” Southgate added. “A key challenge for marketers in 2015 will be balancing identification of the perfect marketing moment with a need to generate cost-effective scale and reach.”

Read more: Marin kicks off 2015 ad tech M&A activity with SocialMoov acquisition

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in