On October 15 and 16, over 1,500 marketing executives from top brands, agencies, and technology providers gathered in New York for insight, networking and industry knowledge at AdExchanger’s Programmatic I/O. This conference is dedicated to educating agencies, publishers, and marketers on the latest in programmatic media management. PMG’s own Justin Scarborough not only attended but also spoke about media planning in an era of banner blindness.
These are the key takeaways from his presentation:
Banner blindness is nothing new. The first banner ad appeared on hotwire.com in October 1994. Almost 25 years later, programmatic capabilities have extended far beyond that, and advertisers should “Start every conversation from now on with something other than banner ads.”
Evolution is happening. This year, 80% of display will be programmatic, with about 25% of that going to desktop/laptop ads. By 2020, 90% of display dollars will be programmatic, with video and native formats leading the way.
Push your clients to optimize to user experience. At PMG, we are continuously pushing our clients away from traditional banners ads, and towards other formats that mirror consumer behavior, rather than interrupt it. Some formats to be cognizant of include:
- Native Mobile Units. Native is the best way to engage with consumers in their natural environment. These placements tend to have high engagement rates as they are read, rather than just seen.
- Audio. Audio encompasses more than just Pandora and Spotify streaming. With smart assistants, OTT devices and car speakers, audio is a way to reach your audience on their terms.
- Connected TV. Open exchange video can showcase the worst side of programmatic, riddled with fraud and poor user experience. PMPs are an option but they tend to be scarce and pricey. Connected TV is the best way of utilizing video to optimize for the user experience.
- Digital Out-Of-Home. Digital OOH is more than just “big screens with internet connection” — it’s truly an untapped opportunity for the programmatic industry. A proven way of both passively and actively engaging consumers, DOOH can be integrated into gyms, malls, theaters and almost anywhere you can think of.
Suggested Reading: Defining the Terms of Digital TV
To wrap up his message, Justin left us with a few lasting lessons. Don’t be lazy — just because banner ads are easy, doesn’t make them right for your consumer. Grab their attention — how will you surprise, delight and engage them? Relate to your audience — Align your content with what they’re actually seeking. Lastly, think holistically across channels by telling a story with your media planning, and in doing so, be sure it’s a story that your consumer will actually want to hear.