As programmatic advertising moves into mobile, companies have a tremendous brand-building opportunity with consumers who are spending more and more time on their phones than on any other device. However, as this article states, capitalizing on this opportunity in a way that builds positive equity towards brands is a difficult endeavor that requires companies to get three things right:
- First, companies need to consider the timing of when their ads are shown. Ads are only relevant to consumers when they are actively seeking something.
- Second, companies need to invest in quality ads that consumers at the very least, can tolerate, and at the very best, enjoy watching. With consumers constantly being bombarded by advertisements, this is crucial for companies to rise above ad-blockers.
- Lastly, social media activity gives companies a trove of information on what consumers and their friends are interested in. To the extent companies are able to capture this information, it provides valuable clues as to what products will be most compelling to consumers.
Clearly, while mobile programmatic is a tremendous opportunity, it is also extremely difficult to do well. What it all boils down to is how well companies are able to collect and effectively use the enormous amount of data consumers provide on their shopping behaviors, tastes and interests.
Source: http://adage.com/article/digitalnext/mobile-programmatic-brand-builder-brand-buster/301343/
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