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Google

5 ways to make programmatic work for you

Guide to programmatic: by Google
Guide to programmatic: by Google

This month, Brand Republic Insight is hosting an all-you-need-to-know guide to programmatic by Google. To whet your appetite, here are five of Google's steps to success:

1. Organise audience insights to be relevant in the moments that matter
Bring silos of data together to generate powerful audience insights and define your audience precisely before targeting them in real-time because, according to Magna Global, when an ad is delivered in real-time to an individual, they are twice as likely to interact with it.

2. Design compelling creative
Make ads personal by combining smart creativity and technology to customise ads in the moment they are served. Put audiences first with cross-channel, cross-device ads and scale engagement across your campaigns.

3. Execute with integrated technology
Use integrated technology to evaluate, purchase, activate and measure media on a global scale in real time. 75% of marketers and agencies believe that an integrated platform can meet all their marketing needs, according to Illuminas and Double-Click.

4. Reach audiences across screens
Use programmatic buying to engage audiences, wherever they may be at any given moment. The most fitting impression for a brand campaign could be on any screen, such as a smartphone, tablet, or desktop screen, or in any channel, such as display, mobile web, in-app or video.

5. Measure the impact
Google has found that 84% of marketing and advertising professionals say better measurement would increase digital spending by 25% or more. Adopt user-first, open and actionable brand measurement and attribution capabilities to make sure consumers see ads, understand how ads impact consumer perception and measure what consumers do after ad exposure.

Download Programmatic: A Brand Marketer’s Guide for more tips and case studies with Nike, KLM, Burberry and more, as well as a step-by-step to buying.

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