It's hard to communicate the value proposition of a brand in a small banner ad, Terri Rockovich, VP of Acquisition, Casper notes during her interview at the Programmatic Insider Summit, yet the online mattress retailer is nonetheless able to use programmatic as a full funnel solution, thanks in large part to brand response tactics gleaned from their third party attribution provider, which helps the brand track the customer journey through the funnel.
Online mattress delivery upstart Casper started small with its programmatic efforts when the brand launched its first digital marketing campaign a few years ago, but the category soon grew to representing, on average, 17-18 percent of the online mattress retailer's business today, Terri Rockovich, Casper's VP of Acquisition says during her interview at the Programmatic Insider Summit. She adds that with the help of strategic partnerships, programmatic would become an important full funnel solution for the brand.
Programmatic advertising strategy should be about addressing the customer journey and creating an ecosystem of environments and experiences rather than simply trying to push them down some funnel, Emmy Spahr, Director of Programmatic, Razorfish, tells the "Making Cross-Device a Strategy Not a Tactic" panel at the Programmatic Insider Summit. She adds that the biggest challenges advertisers face are relative to the channels they're trying to convert people on. In other words, proper cross-device measurement is essential to understanding their journey.
"The data we have will make you salivate," Stephanie Sczech, Director, Global Lifecycle Marketing, Electronic Arts, tells the Programmatic Insider Summit audience during her keynote address. From first party registration data, to data collected by the console or mobile device used by every gamer, EA is able to modify what a user sees based on how they engage with a given title as well as EA's customized marketing messages. It's multi-channel, multi-touch point and multi-franchise, Sczech says.
In the mobile app world, you can run into install fraud or attribution fraud, Joshua Niederriter, Head of Programmatic, Fetch, explains during the "Managing Fraud" panel at the Programmatic Insider Summit near Lake Tahoe. Though many mobile vendors claim to offer programmatic solutions, these might not necessarily be "fully baked" in-app, he notes, making it necessary for advertisers to re-think their assumptions about how to advertise in-app.
If you think fraud only affects programmatic advertising, you're missing out on the bigger picture, Belinda Smith, Digital Media Lead, McGarrah Jessee tells the "Managing Fraud" panel at the Programmatic Insider Summit near Lake Tahoe. Fraud is pervasive in search, social, native and video, too, she explains, but programmatic seems to get the brunt of the bad press. Why?
the next generation of mixed reality experiences cannot be engaged as one-offs, says Microsoft's Thom Gruhler, You need a strategy and to think holistically about the place of these platforms for your brand.
There's an explosion in the number of smart devices coming into consumers' homes. More people are getting more devices and Samsung is projecting what will happen next as the market evolves. It's all about having a hub.
Connected doorbells were initially viewed by many as a security device so a person could tell remotely who is at their front door. It turns out that a lot of bells are rung around 3 p.m. every day, by children getting home from school who want to connect with their parents.
Wearable technology won't only be about fitness trackers. Wearable technology for children could help in parental monitoring as well as for healthcare. Here is where brands can adopt a service rather than an advertising model.