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RESEARCH, ANALYSIS & TRENDS
Advanced Data Modeling
Attribution certainly has its challenges: How do you
know which channel promoted the campaign and
reached more people? How do we find out exactly
where the customer is right now at his journey to
purchase? The fact is that only a small number of
marketers are convinced to be using a robust multi-
channel attribution model. Experts therefore
recommend focusing on identifying the relationships
between consumers and their mobile devices by using
real-time cross-device identity management: With the
right technology, you can associate cookies with the
appropriate device IDs. Even before the cookie is
deleted again, you have the consumers connected to
Programmatic advertising is currently celebrated and their other devices and can address them consistently.
high on marketers’ agenda, taking into consideration that In a time when consumers leap from device to device,
worldwide around 30% of digital media budgets are real-time cross-device identity management is probably
programmatically invested.
one of the best solutions.
While these numbers may sound promising, the question
is still how you know if your programmatic advertising Clarity through Advanced TV
campaign is successful? The answer is given by
attribution models which allow you to see on which TV was once an important part of any advertising
channels your campaigns perform best. campaign, but at the same time extremely difficult to
measure. With Advanced TV, programmatic advertising
and attribution go hand in hand.
Considering what John Wanamaker, the "pioneer in
marketing", said already in the early twentieth century:
“Half the money I spend on advertising is wasted; the Programmatic advertising is developing steadily and is
becoming increasingly important for Connected TV and
trouble is I don't know which half”, the purpose of
programmatic becomes obvious., Wanamaker would OTT. Thanks to the Internet-enabled devices,
have been able to analyze his marketing investments marketers can access new measurement data that
closes the circle between advertising and sales.
and success with smart attribution models - such as
lookalikes. Today, brands can find easily the right Ultimately, it is about tracking the consumer's path to
audience and appeal to consumers who are interested in the buying decision, and influencing it, so that the
consumer is sure to become a happy customer.
the products and services. Nevertheless, innovation
can’t rest, since consumers switch nowadays between Due to the wealth of data, marketers are not only aware
their Internet-enabled devices several times a day and
marketers must follow their path to finally find out which of which mobile phone, laptop and tablet belong to the
respective consumer, the Connected TV is now also
advertising circuit has led to the purchase - and which feeding the customer profile. All this is possible thanks
was punished only with disinterest. Attribution models to ‘unique device IDs”. With the help of the IP
are therefore essential for a successful programmatic connection or the mobile network, brands can clearly
campaign. assign all consumer activities.
Programmatic is breaking new ground So far, TV used to be a problem area for data analysis,
but thanks to Advanced TV, targeted TV advertising
With programmatic advertising, campaign expenditures can be programmatically broadcast and effectively
can be measured accurately - making it far superior to measured. Thus, television becomes another channel
traditional advertising. However, programmatic that supports the attribution models.
technology runs the risk of marketers losing themselves
in the small-scale and paying only attention to the daily Ultimately, it's all about focusing on the metrics that
and weekly numbers and the growth of ongoing matter most. ◊
campaigns. Instead, they should have a clear vision for
the long-term goals and plan for the quarterly or annual By Daniela La Marca
growth, making sure the right attribution model comes
into play.
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