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COMMENT

SEPTEMBER 2016

The Programmatic Future As more and more marketers buy mobile advertising programmatically, Jen Brown, director of marketing at Tealium, explores the opportunities and challenges ahead he IAB has stated that 50 per cent of marketers have bought mobile advertising inventory programmatically, and it is easy to understand why: mobile devices now account for more than half of all time spent on the internet. This, combined with the ability to produce advertising that is both targeted and automated, means that programmatic advertising on mobile is very appealing indeed.

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A new channel, a new challenge The ability to target an audience in such a direct way, straight to the device the majority of us are glued to for many hours each day, makes total sense. Why would we not want to drive our brand messaging and product offers to potential customers during their morning or evening commute, or link it to our TV campaigns when many people are dual screening – watching (or semi-watching) TV while browsing on their smartphone or tablet? While it might seem both obvious and desirable that we should target people in a timely fashion on their most-used device, the growing expectation on marketers – to personalise, measure and analyse the entire customer engagement, across channels and devices – does present a significant challenge. And this challenge is magnified considerably by the emergence of mobile programmatic. Mobile programmatic brings yet another channel for marketers to consider, either

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in isolation or as an extension of existing display campaigns. The challenge for marketers trying to engage customers consistently over time is magnified, because mobile programmatic is the combination of two engagements that are not typically lasttouch converters: display and mobile. The pressure to personalise the entire customer journey is intensified because without tying the mobile experience into all the other digital and bricks-and-mortar touch points, it will be harder for marketers to justify the spend on mobile programmatic. Unless the only objective is reach, marketers are going to face tough questions regarding return on investment.

“IN THE FORESEEABLE FUTURE, CUSTOMER EXPECTATIONS AND COMPLIANCE WILL MEAN THAT ALL-ENCOMPASSING PERSONALISATION WILL NO LONGER BE A ‘NICE TO HAVE’ ” Unifying data The answer is to ensure that the interactions, both views and clicks, are stitched into the wider conversation between brands and customers. This needs to encompass owned (website), earned (social) and paid (display, PPC) media across all devices – particularly important when customers engage via mobile, but convert on desktop. Capturing and storing

anonymous data is hugely important for all programmatic (and traditional) display activity, regardless of the device; the trick with mobile is to overcome the additional tracking complexities that exist. Enter Tealium. With vast experience in web analytics and tag management, our customer data platform enables organisations to capture and unify all first-party data, regardless of the channel or device that it originated from. Tealium

www.mobilemarketingmagazine.com

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02/09/2016 11:45

Mobile Marketing September 2016  

The September 2016 print edition of Mobile Marketing

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