Why does Christmas always become the peak point programmatic advertising? Because this season is when big advertising publish it’s Christmas campaign.
December, the month where Christmas fever is everywhere. All the brands are in a race to catch customers’ attention; they make the entire Christmas campaigns, Christmas special product, Christmas special packaging and so on. Still remember how people just said that Starbucks Christmas cups were just not Christmas enough?
Christmas is a big holiday season. As from marketing point of view, people buy things on Christmas. Which mean? Sales, sales and sales. Marketers might have to work extra to really grab the attention of the target audience. Because there are surely so many products that also want to do their Christmas campaign.
Shopping experience itself has changed so much since internet come to people lives. People are searching for information about products online and often just buying it there too.
Advertisers on the other hand are also working hard to make their ads seen by the right target audience. Programmatic advertising or digital advertisings that generated automatically has proven itself as effective way to targeted advertising.
According to research by eMarketer released on September this year, spending on programmatic digital display advertising in the UK will grow by 66.2% this year to reach £1.8bn.
A recent study by Millennial Media, the ad tech company acquired by AOL this month, finds that 74% of mobile advertisers are using programmatic to place video adverts, up from 51% last year, while 64% now use rich media formats in their programmatic campaigns, up from 57% in 2014.
RTB or Real Time Bidding is having a busier time this time of the year too. The more popular content, the more people bid. Advertisers can spend so much in order to get the space on the right advertising spot.
In this case advertisers must be smart. Even though programmatic buying has proven itself as one of the biggest digital advertising source, the viewability are just 55% from the total of 330% increasing programmatic buying ads in the first quarter of 2015.
Despite the viewability rates, advertisers still trust programmatic buying. Recently Coca-Cola had their latest Christmas campaign, launched through programmatic buying for their digital outdoor advertising.
John Lewis made their ad hits last year with it’s Monty penguin Christmas campaign that used almost fully programmatic strategy. They found the inventory partners corresponding to John Lewis audience. The result? The Monty campaign saw a 903% in online brand consumption.