Define Programmatic Advertising – Concept Breakdown and Insider Tactics

Define Programmatic Advertising

Programmatic advertising has been one of the most transformative advancements in marketing. It has also been one of the biggest disruptors to the ad-powered internet.

Now a dominant way to sell and purchase media, programmatic advertising is expected to rise to encompass 58% of all ad spend on digital display this year. The US is the strongest programmatic market, accounting for 62% of all global programmatic ad spend.

But what exactly is programmatic?

Here’s how we define programmatic advertising.

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Thunder January Press & News Roundup

thunder creative management platform press

To achieve a better ROI from their data-driven ad technologies, brands and advertisers need to leverage the audience data from their DMP, strategize creatively around it, and execute that strategy across different audiences. Victor Wong offers Thalamus his take on the current challenges and future of the programmatic creative revolution.

Though automating marketing functions typically improves efficiency and performance for digital campaigns, human intervention still plays a vital role in its success. Learn why marketers should avoid forgoing human touch entirely within programmatic advertising in the $200M automation mistake that could happen to your brand.

January is a time of reflection and prediction. In Marketing, By the Numbers, Rob Lennon offers his thoughts on the proliferation of ad blocking and what we can do to combat it.

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What is People-First Marketing?

what is people first marketing

People-first marketing is both an approach and a set of marketing strategies that focus on personalizing customer touchpoints across channels to drive engagement and maximize campaign performance.

The proliferation of digital channels, devices, and platforms have led to a vast shift in consumer behavior and expectations. Gone are the days where advertisers can mass send out generic marketing messages aimed at everyone–which in reality, cater to no one.

Consumers have gained more control over their own journey to purchase, which means brands and advertisers need to do a better job of identifying and reaching the right audience at the right moment. Understanding who your specific target audiences are, as well as their needs, wants, and pain points help put each customer at the forefront of your marketing strategy.

Targeting the right audience, however, is just one part of the equation.

Executing a people-first strategy also means understanding how to capture your audience’s attention with the right message. To activate the $6 billion dollars spent on targeting technologies like DSPs and DMPs, brands and advertisers need to focus on delivering a personalized message that captures their audience’s attention at the right time in their customer journey. Delivering a personalized creative is key to truly engaging consumers, instead of just marketing to them.

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7 Ingredients For The Perfect Programmatic Creative Management Platform

7 Key Ingredients For A Creative Management Platform

The main concepts of advertising have been around for over a century, but the emergence of programmatic creative and the creative management platform (CMP) is a phenomenon that is much newer.

A number of companies have seen incredible results from creative management platforms, including Anheuser-Busch, the biggest brewer in the world, and Intercontinental Hotels Group (IHG), the second-biggest hospitality company in the world.

Programmatic creative technologies combine well with programmatic buying, data management platforms (DMPs) and demand-side platforms (DSPs). In this ad tech stack arrangement, the CMP is the creative arm of a data-driven campaign strategy.

We’re going to explore seven ingredients that can make up the perfect creative management platform that aligns with your programmatic creative strategy. If you’re still learning about what a CMP is, check out the video below before you review the list.

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How To Overcome 80% Of Your Programmatic Creative Challenges

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Image Source: ‘Everything was easier at the beginning’: Marketers vent programmatic frustration – Digiday

At this year’s Digiday Programmatic Summit, participants were asked to jot down their greatest challenges in programmatic advertising. The response was enlightening.

Here’s the breakdown of top programmatic challenges:

  • Telling the difference between vendors (30%)
  • Reconciling creative and programmatic (30%)
  • Time required to improve campaign performance vs. client’s budget (10%)
  • Cracking data budget (10%)
  • Duplication of audiences (10%)
  • Managing campaign cost (5%)
  • Terminology discrepancies between digital and TV departments (5%)

Normally on this blog we try to not talk too much about Thunder. But today I’d like to address these challenges, and show you how Thunder is working everyday to help you overcome them.

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Rich Media Advertising: Who’s Killing It And Why

Who is killing rich media advertising

The writing’s on the wall for rich media advertising as we know it today.

When it debuted, the rich functionality in rich media advertising was seen as a victory. At first it was animation, but then interactive elements became available. Banners could play videos, pop over your screen and expand over content.

The vision behind rich media advertising was admirable: make ads that people want to interact with. But it turned out to be a bait and switch.

Instead of endearing consumers to ads, these formats did the opposite. They pestered users with unwanted pop ups, aggravating expansions, and startling autoplay video with audio. They “politely” loaded megabyte after megabyte on people’s mobile data plans. They intruded at every opportunity because of marginal gains in CTR.

As the ad industry transforms, rich media is on the chopping block. Here are the top 5 attackers.

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Thunder September Press & News Roundup

thunder creative management platform press

To successfully execute cross-platform digital campaigns, different creative messages and variations must be produced to target different audience segments. Yet, two of the industry’s biggest players are falling short of meeting those needs. CEO Victor Wong writes on iMedia discussing how Google and Adobe are failing brand marketers.

Though brands and advertisers have done an excellent job effectively reaching the right people at the right time, most campaigns fail to deliver the right message. In The Makegood’s People of Ad Tech interview, Bill Brazell, WIT Strategy Partner, interviews Victor Wong to discuss why the real problem is the widespread failure to customize ads.

Lastly, Thunder teamed up with its global DSP and programmatic exchange partners to conduct a study on viewability and load times. After studying billions of impressions, they discovered that beyond simply improving the ad experiences for consumers, faster load times dramatically affect viewability rates.

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[eBook] Thunder Playbook for Facebook Creative Optimization

facebook creative optimization playbook

With nearly 2 billion active monthly users, Facebook is one of the most powerful ad platforms to reach highly targeted audiences. Smart bidding, targeting, and campaign management strategies can get you a high return from Facebook ads. But one factor makes or breaks your success: the creative.

Creative is the biggest driver of performance with Facebook ads, which is why we’ve published a playbook of creative best practices and expert tactics to help you maximize your ROI.

Explore the expert strategy behind effective Facebook creative optimization by downloading our free, comprehensive, eBook:

  • Get the 3-part strategy for Facebook creative success
  • Learn how to segment your audiences for creative optimization
  • See Facebook creative best practices and expert creative tactics
  • Learn how to evaluate your campaign results from a creative point of view

If you are looking for tactics to reduce your costs, protect your ad delivery AND increase campaign performance, this is the resource for you.

Download your free whitepaper today.

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Thunder August Press & News Roundup

thunder creative management platform press

With over $6 billion being spent annually on data-driven ad technologies like DMPs and DSPs, the biggest challenge is activating this data. Victor Wong and Econsultancy discuss how Creative Management Platforms (CMPs) can help brands and advertisers build creative versions at scale to achieve a significantly higher ROI.

Though marketers have increasingly focused on serving ads at the right time for the right audience, the right message has been forgotten. Victor Wong sits down with Beet.TV to examine why brand marketers targeting consumers should control the messaging.

To successfully reach consumers in our multichannel world, marketers are increasingly favoring relevancy over intrusiveness. In this episode of DMN: One-on-one podcast, Kim Davis and Victor Wong discuss why marketers are thinking strategically about the consumer experience, ad blocking, and the implications of walled gardens.

Despite the rapid growth of programmatic advertising and rich audience data, merging creativity with programmatic to produce data-driven executions lags far behind. Victor Wong offers Digiday one solution to bridging the programmatic-creative divide.

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The Creative Brief Doesn’t Have to Suck

creative-brief-in-agency-workspace

The creative brief sucks because it is too general for the modern customer journey. Here’s a pragmatic solution: Revise our templates so they reflect the advanced targeting capabilities of programmatic advertising and the fragmented consumer landscape they represent.

But today ads can be readily targeted and optimized based on factors like:

  • Demographics
  • Channels
  • Devices
  • Behavioral data
  • CRM/customer journey data

A generalized, generic creative brief is likely to lead to average campaign performance, so it doesn’t invite scrutiny. But if you neglect these details you neglect the most powerful advances in ad tech. Embrace them and your campaign is golden.

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Thunder June/July Press & News Roundup

thunder creative management platform press

Though rich media ads were once touted as more engaging and generating more clicks than standard display, it has not delivered the type of personalization and interactivity we hoped for. Victor Wong published a piece on AdExchanger answering, Why Is Everyone Trying To Kill Rich Media?

Programmatic advertising has equipped travel brands with endless opportunities to target audiences across the web, which is why marketers need to be creative when thinking about programmatic. Melody Yan writes on Tnooz offering travel brands actionable programmatic creative tactics to cut through the noise and drive conversions.

And finally, Victor Wong was recognized on the DMN 40 Under 40, which honors 40 exceptional marketers who have done an outstanding job reshaping their organizations, clients, and the marketing industry as a whole. Congratulations Victor!

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Programmatic Creative Strategies and Tactics Playbooks

playbook

The emergence of programmatic creative platforms has unlocked many ways to tailor, test, and optimize ad creative to drive campaign performance. When we looked into other people’s numbers, we found evidence that customizing creative consistently delivers a 30-50% boost in performance. That’s a little under our experience, where our customers that optimize creatives tend to size up to benchmarks by 2X or more.

It’s clear that in the age of so much data in digital media, the model of showing one generalized creative to everyone is giving way to a new style of advertising that combines data and creative in ways that resonate far more with audiences and produce greater results for advertisers.

But for companies seeking to leverage many of these new strategies, where does one begin? If you’re looking for examples of these ads, how can you find them?

The newest installments to our programmatic creative series of eBooks dig into precisely these questions and the strategies and tactics that new technologies like Creative Management Platforms and dynamic creative optimization make possible.

We’re calling them programmatic creative playbooks. These guides contain example ways to tailor creatives to audiences, including example ads. They are meant to serve as inspiration for the next generation of creative strategy.

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Thunder May Press & News Roundup

Thunder Creative Management Platform Ad Industry Press RoundupNews of Thunder’s rebrand continued to gain press coverage in May: PaperG brings the Thunder. In addition to the rebrand, Thunder received media attention from launching Facebook Powerplus, enabling marketers to execute consistent messaging across display and social advertising.

Victor Wong also wrote a piece on MarTech Advisor offering marketers practical creative optimization tactics and best practices for display advertising campaigns.

In other company news, Thunder was featured in 5 Companies Who Play the Perks Card Right. Company culture is one of Thunder’s top priorities. Providing employees benefits and perks (such as free food and unlimited vacation) has enabled Thunder to attract and retain top level talent.

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Thunder April Press & News Roundup

Thunder Creative Management Platform Advertising Press Roundup

April was the beginning of a new era for PaperG.

PaperG officially rebranded as Thunder, reflecting our evolution into the next generation Creative Management Platform. The name “Thunder” is derived from the concept of perfectly synchronized campaigns, similar to “rolling thunder,” building in strength as they move through time and distance.

At the same time, Thunder also launched Facebook PowerPlus, making Thunder the first Creative Management Platform to enable marketers to simultaneously build and edit cross-channel display and social ads.

See what the press had to say about the rebrand!

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PaperG Rebrands to “Thunder” as it Unveils PowerPlus for Facebook

Thunder Advertising - Programmatic Creative

Thunder is the First Solution Enabling Brands to Simultaneously Build, Edit and Preview Creatives Across Display and Social — New Identity Reflects Company Mission to Optimize Creative Ads Across Channels

San Francisco, CA – (April 25, 2016) – Effective today, PaperG, the original and leading Creative Management Platform, announces it has changed its name to Thunder. Additionally, the company has unveiled the first-ever solution for marketers to build, edit and preview creatives across display and social creatives in one interface, called PowerPlus for Facebook.

The concept of perfectly synchronized campaign waves is analogous to “rolling thunder,” which is both a natural concept and a term used by marketers to describe how thunderstorms and campaigns build in strength and power as they successfully move through time and distance. It is also part of the thinking that led the company and its board to rename and reposition PaperG as Thunder.

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PaperG March Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

As programmatic continues to see explosive growth, a new job title—creative planner—has emerged. CEO Victor Wong published a piece on CMO.com examining how this role is the direct and needed counterpart to the media planner in Why 2016 Is The Year Of The Creative Planner.

Victor Wong also offered Marketing Dive his insights on Facebook Atlas’ decision to pursue native and video ads, as well as the overall future of banner ads and display advertising.

Sr. Product Marketing Manager Rob Lennon was featured on the Thalamus blog, providing color on PaperG’s technology and vision on programmatic creative in Creating the Future: PaperG And The Evolution Of Programmatic Creative.

And finally, the news you’ve all been waiting for…*drum roll*…Victor Wong was awarded the DMNews Marketing And Tech Innovation Award For Programmatic Prognosticator! This award honors an individual who takes an innovative approach to leveraging programmatic marketing. Victor received this honor on March 10 following the 2016 Marketing & Technology Summit. A huge congratulations to Victor!

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PaperG February Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

As programmatic creative continues to take the spotlight across the advertising industry, PaperG’s technology was highlighted in the exploration of Is The Creative Of The Future A Computer?

At the same time, a human’s touch is imperative to achieve creativity and boost campaign results. PaperG CEO Victor Wong published a piece on AdExchanger about the need to re-evaluate collaboration across organizations: Creative And Media Are Talking But They’re Missing The Point.

Happy Leap Year! With one extra day this year, Rob Lennon, Sr. Product Marketing Manager, weighed in on how advertisers can make Leap Day count in More Than An Extra Calendar Day, Leap Day Is A Rare Marketing Opportunity.

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PaperG January Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

With the new year ahead of us, January was a busy month full of 2016 predictions and tips for PaperG.

PaperG CEO Victor Wong was published on iMedia to discuss the need for collaboration and creative consistency for programmatic campaigns: 3 Huge Ad Management Issues Marketers Need To Fix.

Victor Wong also offered Huffington Post insights on his own top leadership strategies: The Leadership Game Plan: Why Victor Wong, PaperG CEO, Focuses On Adding Value.

With the Super Bowl right around the corner, Rob Lennon, PaperG Sr. Product Marketing Manager, predicts that marketers will bring a Super (Real-Time, Hunky, And Socially Progressive) Bowl this year.

Victor Wong offered his top 2016 predictions for mobile advertising trends and what’s in store for programmatic, while Rob Lennon offered his thoughts on how to better manage programmatic campaigns and how to truly become cross-screen.

And finally, Marketing&Tech Innovation Awards announced Victor Wong as a finalist under the “Programmatic Prognosticator” category. Winners will be announced Thursday, March 10. Fingers crossed!

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