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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Data-driven marketing solutions are the way forward to inspire customer engagement. Data should be given a long leash when it comes ident...

Claudia

C-suite perspectives: How Ray White's executive perceive marketing's role today

Read more

Latest Podcast

More podcasts

Sign in