Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

The Secret Ingredient to Your Programmatic Advertising Initiatives

secret to programmatic

In today’s crowded advertising landscape, it’s tough to get away with being anything but programmatic. But while programmatic advertising, or the automated process of buying digital media inventory, is fast becoming an absolute necessity, it’s just as important to know what you can do to increase the value of your programmatic buying solution. There’s just one problem – you can’t positively impact your digital campaigns without knowing what to improve or more importantly where to start. You’ll need a secret ingredient to achieve digital success

Introducing new and previously untapped audiences to your advertising data mix, programmatic technology is a must for staying competitive and targeting relevant (aka those verifiably interested) consumers. But because it’s all done super-fast, in hundreds of milliseconds, it’s of little wonder why many remain in the dark when it comes to better analyzing and understanding the results they see. In fact, as early as last year, a survey by the Association of National Advertisers and Forrester found that, “only 23% of marketers know what it means and use it, while 29% have heard of it but don’t get it.” And although more are going programmatic, I’m not sure much has changed.

So if the disconnect is a lack of knowledge, the question is then: how can we decipher the automatic – or the all knowledgeable media buying machine? The answer lies within something surprisingly simple: transparency. What if there was an added element that was able to work in conjunction – or, behind the scenes – to aid your programmatic strategies with simplicity and true visibility, giving you the understanding you need to feel confident with your advertising and marketing campaigns. But given programmatic’s superhuman intelligence as aided by powerfully decisive digital media buying machines, is achieving transparency realistic or way too out of your control to even bother trying?

While there’s some truth to the “what you don’t know can’t hurt you” adage, when it comes to marketing and advertising, what we don’t know essentially contributes to the already persistent industry-wide challenge of measuring campaign results and ROI. And results matter. Meaningful results also stem from truly useful data. This is where second-party data comes into play…

If you’re not caught up on all the second-party data talk, and could use further clarification on data segment differences (i.e. first, second, third-party data) check out our latest quick read: Not All Data Parties Are Created Equal eBook.

Second-party data is to programmatic as the secret ingredient is to your favorite holiday pie. The pie’s fine – even somewhat good – without it, but the secret recipe is what keeps your guests coming back for more on Thanksgiving. The same applies to programmatic advertising and 2nd party data; programmatic excellence is possible with the aid of relevant, scalable, and most importantly transparent data. Otherwise, without second-party data, you’re left with what everyone in the game is doing.

ownerIQ is today’s solution for truly intelligent programmatic advertising; aggregating over 1 Billion online shopping behaviors each month from retailers, product brands and e-commerce sites. ownerIQ’s digital solutions achieve unmatched transparency for its growing retailer and brand partnerships through 2nd party data sharing (i.e. cooperative sharing of one another’s highly sought-after and relevant first-party data), giving retailers the ability to advertise to their product brand’s audiences (and vice versa).

This is a semi-revolutionary concept to grasp, so here’s an example to help paint a picture: Hunt’s Photo and Video (New England’s largest photography retailer), can advertise to the in-market audience that visits (a brand/a leading manufacturer of photo lenses) website, thereby directly driving demand for specific products at retail.

As quoted in a recent Forrester Report: Predictions 2016: Media’s Unbundling Accelerates, “Supported by sophisticated DMP deployments, advertisers will embrace “data co-ops” deals with retailers and publishers. By using solutions like ownerIQ, advertisers will have the opportunity to go beyond their first-party data and third-party segments to see the browse, cart, and purchase behavior of customers like theirs who are in-market now from participating brands in the coop. Brands will also strike more direct deals to share anonymized customer data from publishers, like in the case of a major CPG brand that partnered with a cooking website and used its DMP to develop a “look-alike” audience to target for prospecting.”

And with holiday season fast approaching, here’s something we know you’ll find especially timely…

Over the last four holiday shopping seasons, U.S. internet usage has increased by over 131% from 543B minutes in 2010 to 1,256B minutes in 2014. During the same time period, internet usage from a mobile device (tablet and smartphone) increased over a whopping 425%. Both overall internet usage and mobile internet usage is expected to continue to grow considerably this holiday shopping season. And in order for retailers to beat the competition and secure a portion of the growing holiday spend, they’re turning to – you guessed it – programmatic advertising.

Interested in learning how you can take advantage of programmatic’s secret ingredient? Here’s your chance to get all the ingredients and set yourself on the path to programmatic excellence today.


Categories:Posts from 2015


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