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Programmatic's Shift To Branding Is A Challenge For Marketers, Says Quantcast

MediaTel, Tuesday, September 29, 2015 7:17 AM

Research conducted earlier this year by WBR revealed that 92% of marketers within the US retail sector are using programmatic for branding objectives - making it the number one reason for adopting the technology within this group. However, one of the barriers to the movement of branding budgets to programmatic has traditionally been a lack of understanding over how and why programmatic works to raise brand awareness.

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branding, display, london, programmatic, rtb, uk

2 comments about "Programmatic's Shift To Branding Is A Challenge For Marketers, Says Quantcast".

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Don Scott from BH Media Group, Inc., September 29, 2015 at 11:12 a.m.
If 92% of marketers in US retail ARE using programmatic for branding, then stating that not having a clear picture of how it raises brand awareness seems far less of a barrier than it is a solution that needs to be worked through to insure answers are forthcoming.
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Ed Papazian from Media Dynamics Inc, September 29, 2015 at 12:48 p.m.

What does this mean..." using programmatic for branding"? Are they buying 92% of their media using "programmatic"? Certainly not. Are 92% of them making some "programmatic" media buys---mostly digital? Perhaps. Or are 92% using programmatic in some other way---like determining who their best prospects are, evaluating the impact of their ad campaigns, determining what to say in their ads, etc.?