Granularity Creates Added Value for Every Objective

Arndt Groth () and Viktor Zawadzki ()
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Arndt Groth: PubliGroupe Ltd
Viktor Zawadzki: Spree7 GmbH

A chapter in Programmatic Advertising, 2016, pp 87-102 from Springer

Abstract: Abstract Since becoming mainstream around 2010, at least in the United States ( http://www.sfgate.com/technology/businessinsider/article/The-Rise-Of-Real-Time-Bidding-Is-The-Biggest-2463215.php ), Programmatic Advertising has grown from an isolated point solution of buying cheap reach of unsold inventory into an integrated concept for online marketing. The integration of advertising measures along the marketing funnel ( http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey ) or the hourglass model ( http://www.hotelmarketingstrategies.com/marketing-an-hourglass-2353/ ) requires various strategies and tactics that have to be developed in a coordinated manner, continually optimized and supplied with data. This data is aggregated and analyzed in real time and then fed back into a media buying and campaign optimization system. Programmatic Advertising campaigns require a precise definition of objectives and planning. The reason for switching from classic media planning to Programmatic Advertising is the far greater efficiency of such marketing measures, as well as internal and external workflows, and scale. This article provides an overview of the components and a presentation of the critical mechanisms for successful media planning in Programmatic Advertising.

Keywords: Advertising Medium; Online Channel; Advertising Banner; Online Marketing; Campaign Structure (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-25023-6_7

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DOI: 10.1007/978-3-319-25023-6_7

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