Recent predictions have suggested that 65% of all digital advertising spend, equalling $84 billion, will be traded programmatically in 2019. However, growth and increased spend has very little correlation to effectiveness and performance, and sadly too many brands are channelling vast sums of money into digital advertising without focusing on the bigger picture; targeting, optimisation and where programmatic advertising fits into the wider customer experience.
Advertising performance has experienced increasing success over recent years – thanks to developments in adtech, the number and quality of available channels and range of delivery methods. However, by focusing too heavily on programmatic channels themselves and paying little attention to the touchpoints that follow, brands are still missing out on the full value of advertising. In order to be truly efficient and successful, today brands must not only master programmatic itself, but what happens next.
Advertising in the age of customer experience
In 2013, Walker released a study predicting that by the year 2020, customer experience will have overtaken price and product as the key brand differentiator. Now a year from the realisation of that predication, brands are coming to terms with the need to connect every element of their marketing strategy and build end-to-end online experiences that will inspire customers and drive returns. Advertising is no different.
With 65% of consumers choosing a positive experience with a brand to be more influential than great advertising, we can see that advertising alone is not enough to win the hearts and minds of customers. Yet traditionally there has been a disconnect between channels, with the disconnect between advertising and the onsite experience in particular having led to significant challenges, including an industry-wide issue of wasted advertising spend, high bounce rates and lack of personalisation.
It’s clear that advertising needs to integrate more with the wider customer journey as its relationship with the customer experience grows. But how can this be achieved? To understand this, we must answer two key questions:
- How does advertising fit within the modern customer journey?
- How can brands drive greater personalisation and relevancy through advertising?
For anyone looking to maximise return on marketing investment from digital advertising, looking beyond the ad to onsite is essential. Advertising and marketing technology must work together to ensure every customer has a seamless experience, across every channel, that is aligned to what they are looking for and why.
In our upcoming eBook, we answer these questions in order to equip marketers with the understanding they need to move forward with confidence in 2019. The eBook will explore the programmatic landscape from the very beginning, right through to what it is today; focusing on how customer experience is changing expectations and influencing the way in which programmatic advertising is delivered and received.