In the world of programmatic advertising, many significant brands have pledged to spend more ad dollars with Black-owned publishers—but that investment has lagged. So, faced with a lack of inventory in the Black-owned media ecosystem, Procter & Gamble took matters into its own hands and decided to build multicultural audience segments to fuel private programmatic media deals within The Trade Desk platform. AdExchanger reports on P&G’s strategy for reaching multicultural audiences and how it’s boosting inventory industry-wide.

The post How Procter & Gamble’s Programmatic Strategy Is Supporting Black-Owned Publishers appeared first on Chief Marketer.

Programmatic advertising, which experienced a boon during the pandemic as consumers engage increasingly with connected digital content, is poised to evolve this year the tactic matures. Here are the effects of its accelerated growth, according to a piece in AdExchanger, from a greater demand for CTV attribution to diversification of DTC marketing budgets to increased investment in AI.

The post Three Ways Programmatic Advertising Could Evolve in 2022 appeared first on Chief Marketer.

In the programmatic advertising space, complexity and challenges abound as the need for data transparency increases. According to a piece in AdExchanger, six trends in programmatic—from connected TV platforms to attribution challenges to advancements in digital out-of-home advertising—will shape the year ahead.

The post Six Key Trends in Programmatic Advertising for 2022 appeared first on Chief Marketer.

The results speak for themselves: The brand’s programmatic digital out-of-home (DOOH) campaign in the fourth quarter of 2020 increased consideration and intent to purchase by 66 percent, thanks to simple creative, location-based ad placement and programmatic retargeting.

Jägermeister had soft-launched its cold brew drink in 2019 with a DOOH campaign featuring video, and results were encouraging enough that the brand and its agency ENGINE decided to expand the campaign the following year with programmatic DOOH specialist Vistar Media. Ads were placed on billboards and urban panels as well as in liquor and convenience stores, gas stations and supermarkets throughout seven states, including markets in California, New York, Atlanta and Boston.

The creative for the OOH ads was relatively straightforward: “Hey New York”—or the appropriate market—“try new Jägermeister x Cold Brew Coffee” alongside a photo of a frosty bottle and glass. What set the campaign apart was the ability to “identify when and where every OOH ad was served,” says Jägermeister CMO Chris Peddy. “Vistar was able to match this data set with all devices that were in proximity of the screens at the time the OOH ads were shown.” The owners of those phones and other digital devices were then retargeted with mobile advertisements.

Locations for the OOH ads were chosen to target three audience segments: 21- to 34-year-olds, coffee and cold-brew aficionados, and people who had previously bought spirits. But being an alcoholic-beverage company and a member of the Distilled Spirits Council of the United States (DISCUS), Jägermeister had to adhere to stricter rules than most other brands when deploying its messaging.

For instance, in keeping with Legal Drinking Age (LDA) compliance and DISCUS guidelines, the only venues where the ads could be displayed were those used primarily for activities where at least 71.6 percent of attendees could be expected to be of legal drinking age. “We also considered the effect of the pandemic on consumer foot traffic,” Peddy says, “and adjusted our venue-type list to focus on essential errands, per the local phases of quarantine and lockdown at the time.”

Along with the 66 percent lift in intent to purchase Jägermeister’s Cold Brew Coffee, the campaign achieved a 73 percent increase in awareness of the product. There was a spillover effect for the parent brand as well, with purchase intention for Jägermeister overall up 14 percent.

Peddy is pleased not only with the results but also with DOOH marketing as a channel. “It not only allows us to intercept highly-specific audiences throughout their daily lives, but it also allows us to create thoughtful, strategic activations,” he says. “Add-ons like mobile retargeting, device ID retargeting in CTV, brand studies and foot-traffic studies take a versatile, easy-to-activate medium and turn it into a real powerhouse and cornerstone of intelligent campaigns.”

The post Jägermeister Taps Programmatic DOOH to Amp Up Cold Brew Awareness appeared first on Chief Marketer.

However, the degree to which brands are in-housing programmatic buying of display, video and connected TV falls along a spectrum, ranging from completely in-house to completely outsourced, according to an analysis by AdExchanger. Looking globally, 48 percent of brands have brought programmatic in house partially and 16 percent attempted to in-house but then outsourced to partners.

Given that the process of in-housing programmatic takes 18 months or more, and includes evaluating platforms along the journey, it’s important to establish a business case that supports ad tech and talent investments. Ultimately, the advantage is that it allows brands to be nimble. For a deeper dive into the report, read more in AdExchanger.

Other articles you might enjoy:

• How Marketers Are Embracing Digital During the Pandemic
• Chief Marketer’s 2020 COVID-19 Marketing Outlook Report
• How B2B Marketers Are Embracing Digital During the Pandemic

The post IAB Report: 69 Percent of Brands Have Taken Programmatic Advertising In-House appeared first on Chief Marketer.

However, a return to normal isn’t quite here yet. And brand marketers engaging in programmatic media buying will likely need to continue to employ lessons learned from the crisis well into its recovery, says Peer39 CEO Mario Diez in a piece for AdExchanger. He recommends that marketers pay particular attention to three things: contingency planning, creative messaging and regional sentiment.

Even while communities across the United States begin to reopen, the unpredictability of the pandemic means that stay-at-home orders could be re-implemented in the future. So, media buys need to have back-up plans and potentially shift creative in order to avoid appearing tone deaf. Creative messaging will also need to continue during this time, particularly since different communities will be experiencing the reopening of businesses and a change in purchasing habits in various ways. Lastly, geographic data will become more important because brands may want to deploy messaging that coincides with the sentiment held by specific geographies. For a deeper dive, read more in AdExchanger.

Other articles you might enjoy:

• Social Media Listening and Platform Updates for Marketers
• Tips for Marketers Crafting Coronavirus Communications
• Optimal Social Media Engagement for Marketers Amid COVID-19

The post Programmatic Ad Spend Increasing: Three Strategies for Marketers During COVID-19 Recovery appeared first on Chief Marketer.