Enabling storytelling: Using programmatic to drive brand performance
From Downton to the West End and Hollywood, novels, biography and tabloids, a good story grabs our attention, stops us in our tracks, and today engages us online.
Sue Hunt
The ways in which we reach consumers today – our approaches to storytelling – are changing because the audience is demanding it.
High impact TV spots have long been the jewel in the crown of advertising but we’re in the middle of a seismic change in the way we tell stories. Consumers are dependent on their devices, carrying them from morning to night, always within reach, any time, anywhere, no matter the company! Messages that resonate will be those that engage on a deeper level, capturing the user mindset and environment, and do so frequently.
Today’s challenge is making your 30-second TV ad work brilliantly across all of those devices.
Enter programmatic advertising. Programmatic advertising is extremely good at what it sets out to do; automate workflows, scale reach, and layer on real-time data to provide deep insights. All this effort means that marketers can be confident that their work will reach the right consumer, on the right device, at the right time.
But until now, programmatic has been seen as a way to drive direct-response campaigns and there has been some skepticism towards it as a tool for brand marketers. The automatic optimisation of programmatic allows brand marketers to achieve efficiencies and effectiveness that they haven’t before.
Brand performance will always be key. While TV is perfect for massive reach and building awareness, digital video invites you to romance the consumer and invite them to engage on many devices with interactive creative.
It’s time to utilise the intelligence and efficiencies of programmatic technologies to drive brand performance.
Data and algorithms allow us to get closer to the consumer and deliver an ad that will most effectively entice them.
Sue Hunt is senior director, programmatic at Tremor Video
This content was sponsored by Tremor Video but all content is editorially independent.
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Telaria
Telaria (previously Tremor Video), the premium video marketplace elevating brand advertising effectiveness across all screens.
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