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CUSTOMER RECRUITMENT UNDER THE SPOTLIGHT Coming of age…
How digital display advertising is delivering real time rewards
By Matthew Pepper, Commercial Director, Sub2 Technologies
A year is a long time to work in marketing. As the landscape changes rapidly with the constant evolution in marketing technology; agencies, suppliers and most importantly brands themselves are in a constant state of flux. Te process of learning, adjusting, re-organising, testing and ultimately embracing emerging channels and technologies has become business as usual for marketers in the digital economy. For those brands and marketers at the forefront of developments, the opportunities are plenty and the rewards are great. So what will 2016 bring for recruitment marketers and where are the golden nuggets of opportunity to be found?
Te past 5 years has seen a seismic shift in budgets from offline to online. Direct Retailers have seen the cost of creating a catalogue increase while seeing a decrease in the availability of mailable data, putting a strain on the channel and forcing marketers to look elsewhere to meet their acquisition targets. One channel that has profited from these shifts is Digital Display Advertising which has seen phenomenal growth with advertisers spending a record £1.31 billion in the first half of 2015* accounting for 33% of total digital ad spend and a growth of more than twice the overall digital rate (27.5%). So why the meteoric rise in digital display advertising and why should marketers be turning their attention to it? Digital Display Advertising started out much the same as
on-page advertising, giving advertisers access to premium locations on third party sites. Targeting was restricted to basic segmentations offering limited opportunity for marketers to carry out granular level targeting. However like all emerging channels, digital display has matured and today offers a level of sophistication that acknowledges not only the right location but also the right person and importantly the right time. As well as moving from being a labour intensive process, Digital
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Display Advertising has become automated with the introduction of software and algorithms being used to create an auction environment and facilitate greater targeting and reduce manual processes – now known as programmatic buying. So what has been the driving force behind the evolution in
digital Display Advertising? Technology has no doubt been an enabler of the channel, allowing it to scale, use greater levels of sophistication and become more accessible, but the progression of Digital Display Advertising has been driven in large part by the availability and use of data. Until now basic segmentations were possible using inferred data to define a target audience. Tis provided a rudimentary level of targeting but not the same level of targeting that we were used to seeing through direct mail where the use of transactional data for targeting was the norm and levels of granularity were greater. Fast forward a few years and Digital Display Advertising has
undergone a targeting revolution. While we have all been debating the merits of programmatic buying, Digital Display Advertising has taken giant leaps forward with the recent viability of real time in-market data in the form of browsing and transactional
FEATURE
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