What Is Programmatic Advertising?

Group of young people sitting at a cafe, talking and enjoying, top viewProgrammatic advertising refers to a data-oriented, technology-driven, automated method of buying and selling advertising. Originally focused on digital display advertising, the ability to transact programmatically has expanded past digital display advertising to mobile, video, social, native, and even linear television. Programmatic advertising was initially created as a tool for efficiency. However, as programmatic expands into TV and other traditional mediums, the ability to precisely target audiences is gaining more importance. Programmatic is sometimes mistaken as a way to buy/sell low-quality, remnant inventory that publishers could not sell directly. This is a misconception, as programmatic is the preferred form of transacting within the advertising ecosystem. According to eMarketer, 2015 marked the first year where more US display dollars were transacted programmatically than through traditional direct sales. While most people think RTB when they hear programmatic advertising, the marketplace is shifting to programmatic direct. According to eMarketer, in 2016 programmatic direct will account for 53% of all US programmatic ad spending. Although programmatic layers data-driven decision making and automation into the advertising space, this does not replace the need for human decision makers in order to run a successful campaign. In truth, the need for human insights is only increased by programmatic capabilities.

types of program inventory

Newer Forms of Programmatic—Native and TV

Programmatic buying is leading the charge across digital display, mobile, social, and video. Data-driven audience targeting and automation are making inroads into native and television; however, the spending is still limited. Native programmatic advertising has become much easier than before, after the IAB updated OpenRTB protocols in 2015. Publishers and technology providers are moving quickly to meet a high demand for automation in the native space. Programmatic TV advertising has a larger hurdle to clear, with only 1% of TV ad spending forecasted to be transacted programmatically in 2016, rising to only 6% in 2018, as reported by eMarketer. The industry must adapt to shift away from panel-based demographically transacted inventory to audience transacted inventory.

Marketers Need to Reset Their Pricing Expectations

Be prepared to pay more if you want digital media. Why? Due to better fraud detection and viewability measurement among other factors, there is just less quality inventory these days, and what is left is in high demand. Goodway Group COO, Jay Friedman, explains the forces behind this pricing increase in today’s AdExchanger Data-Driven Thinking column.

Why Advertisers Are Tuning into Audio Again

  Close-up studio shot of an attractive trendy young woman with her hands on her headsetDo you have the perfect playlist for every situationfrom working, to working out, to working it on the dance floor? We bet you do. Throughout history, music has been one of the most intimate forms of individual expression. Today’s music libraries and playlists are akin to daily journals, logging a listener’s routine, aspirations, and mood at a single moment. It is because of this data richness that marketers have started changing their tune about audio ads. Think about the playlist for your daily commute. Perhaps it provides the pep you need to get your day started, specially designed and saved on your digital streaming account. Now think about what you listen to when you are in the office. Maybe it’s a little more subduedlive streaming a digital radio channel by your favorite artist through your computer to act as background noise. It’s these simple choiceswhen you listen, what you listen to, and how you listenthat enable advertisers to tailor the perfect message for any moment in a user’s routine. Now through the efficiency of programmatic, marketers can tap into this sea of first-party data, make powerful inferences about consumer habits, and match targeted 15- or 30-second ads to specific types of playlists, all within their existing media campaigns. Here’s how playlist targeting works: Advertisers can select from a collection of music mixes, such as party, romance, cooking, or workout, to target specific listeners who are in the right state of mind to hear about their products. Global music streaming trailblazer, Spotify has already launched a programmatic audio platform to enable advertisers to reach it’s 70 million free listeners, and iHeart Radio is anticipated to be close behind. With inventory sold on a flat CPM and the promise of ultra-engaged digital radio audiences expected to reach over 58% of the U.S. population by 2020 (eMarketer, February 2016), programmatic is primed to give audio a second life. Before you drop the mic on traditional radio spots, talk with a Goodway expert about how programmatic audio can enhance your current traditional and digital marketing mix. Find out how you can incorporate the same targeting tools you’re using in your video, mobile, and cross-device campaigns to maximize your audio reach. Contact us today; we’re listening for your call.

The Olympics: Social Media Engagement Infographic

[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” overlay_color=”” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” padding_top=”” padding_bottom=”” padding_left=”” padding_right=”” admin_toggled=”yes”][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text]Contributed by Jackie Nadel, Marketing Content Strategist at Goodway Group We’re now a little more than halfway through the Rio 2016 Olympics, and it’s been an amazing journey so far. We were excited to watch the United States’ wins and can’t wait to see what the second week of the Olympics brings. In the meantime, we’ve reviewed stats for the top three social media platforms and awarded them medals based on their 2012 versus 2016 Olympics engagement. Overall, the Olympics engagement numbers mirror the maturity and audience of each platform. 201608-10149 GR Olympics Blog Post Infographic Sources: Facebook, Twitter, Instagram, The Realtime Report

3) BRONZE

The bronze medal goes to Twitter. Twitter has been struggling to gain more users, and it shows in the number of followers for the official Olympics Twitter accounts—the Rio 2016 accounts have only 3.78% more followers than the London 2012 account. However, engagement on the platform is up as the Rio 2016 accounts have posted 26,000 tweets, a 640% increase over the London 2012.

2) SILVER

Facebook takes the silver medal here. Page likes are up 105% for the official Rio page versus the official London page. User post engagement has decreased slightly, with 2.5% fewer users discussing #londonolympics versus #rioolympics. This shows that perhaps Facebook users are becoming more passive—they are more likely to follow a page and receive news than write their own posts. This speaks to Facebook’s maturity as a platform, as it hit 1 billion users in 2012, and currently has 1.13 billion users daily.

1) GOLD

Finally, the gold medal goes to Instagram. It has a completely different trajectory than the other two platforms, and its London versus Rio comparison shows how rapidly Instagram has grown. The #london2012 hashtag has 369,696 posts while #rio2016 has 2,065,798 posts, and the 2016 Olympics are only halfway through. Instagram is a younger platform than both Twitter and Facebook, and its growth still hasn’t peaked according to eMarketer, so this explosion in posts is on par for what we’d expect to see from the platform.   Jackie joined Goodway Group six years ago and has watched the company grow tenfold from 35 people to over 350. As a media buyer and media supervisor, she managed countless campaigns and educated her peers on programmatic. Jackie now brings her media expertise to the marketing team as a content strategist, developing educational content and resources for clients. It’s the perfect fit for a media geek who likes writing.    [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

7 Metrics You Should Stop Focusing On

When it comes to digital media, figuring out what to measure is only getting harder. But in this iMedia Connection article, Jay Friedman, COO of Goodway Group, helps make it easier by telling you what metrics—what noise—to safely ignore and what metrics you should be fully concentrating on to improve your campaign and produce meaningful results.

Goodway Group Appoints New CTO John Merryman

Programmatic media services firm Goodway Group has appointed John Merryman as CTO to oversee software development and technology. He will spearhead Goodway’s engineering expansion so the company can continue to lead the industry in bidding sophistication, digital analytics, and managed services. He will also build upon and create new technology-based services to even better serve clients. John’s accomplished career background includes stints as CTO at Yodle and in technology leadership roles at Plated, Didit, and DoubleClick. At DoubleClick, he was instrumental in helping to develop the first public API for the DART 5 system and new functions for DoubleClick for Advertisers. For more on John’s hiring post, please see these additional press links: https://www.mediapost.com/publications/article/282048/goodway-group-appoints-john-merryman-cto-in-a-newl.html (MediaPost, 8/9/16 Real-Time Daily article) https://www.mediapost.com/publications/people-on-the-move/edition/2016/08/09/ (MediaPost, 8/9/16 People on the Move mention) https://www.medialifemagazine.com/people-8-09-16/ (Media Life magazine, 8/9/16 mention) https://www.bizjournals.com/potmsearch/detail/submission/6119082/John_Merryman?l=&time=&ind=&type=&ro=18 (The Business Journals, 8/9/16 mention) https://streetfightmag.com/2016/08/12/openings-and-new-hires-at-tapclicks-gotu-matchcraft/ (Street Fight, 8/12/16 mention) https://adtechdaily.com/2016/08/17/goodway-group-appoints-new-cto-john-merryman/ (Ad Tech Daily, 8/17/16 article)

Gotta Catch 'Em All—All Your Potential Customers, That Is . . .

Friends augmented reality mobile gamingAre your clients looking for ways to cash in on the Pokémon Go phenomenon? I bet you’ve fielded a call or two in the past week from executives asking how local restaurants and clothing stores become Pokéstops or who to call at Niantic to sign Growlithe for their next dog food commercial. Despite all the buzz that Pokémon Go is creating around your office and across the globe, programmatic monetization to capitalize on the game’s popularity is still in the earliest stages of development. John Hanke, chief executive of Niantic, hinted to Financial Times that sponsored locations are coming soon to Pokémon Go, but, in the meantime, there are other creative ways to get your brick-and-mortar clients into the game.

Drive Foot Traffic in the Door

What makes Pokémon Go an in-store goldmine is that it wasn’t created to enable users to engage on their phones alone. It requires players to explore and interact with the physical world in order to advance in the game. This opens up retailers and public spaces to increased foot traffic. Since the game requires GPS-enablement, storefronts can buy in-app tools, like Lures that attract Pokémon creatures, to entice nearby hunters to come inside. At $1 each to activate (or less, if purchased in bulk), Lure placements are extremely cost-effective for quick-service business owners, like ice cream shops and boutiques, to experiment with immediately.

Enrich Your Customer Database

Mining smartphone activities for corporate CRMs is not a new concept. Since Foursquare launched the “check-in” nearly seven years ago, thousands of apps have linked users’ mobile habits to their CRM profiles. Yet, Pokémon Go has surpassed every other location-based application’s ability to capture the behaviors and preferences of its users. While a few have noted Pokémon Go’s policy is broader than most apps—requiring access to not just users’ locations and cameras but also to their Google accounts in some cases—most players are still downloading the game faster than a Rapidash. But until the Pokémon Go mobile app becomes beacon-enabled for third parties, business owners must rely on their own geofencing techniques to capture potential customers hunting nearby. By working with a programmatic media partner, your clients can set up geofences to accurately identify and serve ads to players within a specific radius of their store. Geofencing tools can then segment these potential customers into a custom audience within their CRM. Based on user behaviors in the real world, businesses can further build their extensive database of users, tagging each into specific categories such as “fast food lovers,” “movie goers”, or “truck enthusiasts.”

Power Hyper-Relevant Messages

It comes as no surprise that location-based advertising is going to be a significant portion of the game’s future revenue base. However, we also know traditional pop-up ads would destroy Pokémon Go’s augmented reality environment. Instead, Hanke shared that upcoming location sponsorships will likely be charged on a “cost per visit” basis, similar to the “cost per click” used in Google’s search advertising. Until location sponsorships and other corporate advertising opportunities are available, how can your clients jump on the bandwagon and connect digitally with potential customers hunting in the area? As shared above, marketers can use geo-fences to pinpoint those who enter inside of a defined radius, such as within a few feet of a particular storefront. Then, they can serve up hyper-relevant ads that share content with those users that will educate or enhance the in-store experience. Using the enriched data captured and identified by the geofence, businesses can also retarget those customers after their hunt with special offers, reminders about new product launches, and other messages to drive repeat visits. Now is the time to encourage your clients to get inventive. Play the game on your own. Look for PokéStops or Gyms nearby. Capitalize on the game’s popularity. Use those learnings in combination with advances in geofencing to track users, target new audiences, and share ads that are important to customers’ interests. In the end, there’s no denying that Pokémon Go has nailed the entertainment space. It’s nostalgic, yet cutting edge. It’s addictive, yet playable in short bursts, like on the bus-ride to work. It’s easy to learn, yet the adrenaline rush of catching a Pokémon creature keeps players coming back for more. But it’s still too soon to tell if Pokémon Go’s upcoming branded experiences will also nail the programmatic advertising space.