Reports

Programmatic Branding

Please login or register to download the report

4 May, 2015

Programmatic Branding

Chris O'Hara

Driving upper-funnel consumer engagement

The Programmatic Branding report, produced by Econsultancy in partnership with Quantcast, looks at the extent to which brands are embracing programmatic advertising technology to drive upper-funnel consumer engagement. The report is based on a survey of more than 100 senior marketers in the UK and the US, as well as interviews with influential digital professionals working for brands, agencies and vendors.

Despite years of innovation in digital advertising – from desktop display advertising to mobile and beyond – brands have sometimes been hesitant to trust large brand budgets to digital. This is now changing as more companies embrace the opportunity to reach consumers online as a significant part of their programmatic spending. According to the research, 62% of marketers are using programmatic for brand objectives, with the expectation of increasing this budget by an average of 37% in the next two years.

This report, written by Chris O'Hara, also looks at the opportunities afford by mobile and video, as well as addressing challenges such as measurement and brand safety.

What you'll learn

  • What is the current state of programmatic for branding?

  • What are the most innovative companies doing to create digital brand messages?

  • What are the best approaches to leveraging first-party data for branding?

  • How are innovative marketers justifying top-funnel digital branding efforts?

  • How soon will addressable television overtake TV?

Who should read this report?

This report is for anyone interested in the programmatic advertising space, in particular brand marketers who are just about to, or have already started using programmatic as part of their brand advertising activities.

This report is available free to members, either login to your account or register to download now. Free membership enables full access to our knowledge centre.

Login to Download Register to Download

Recommended reports

See all
Context Marketing Workbook

Context Marketing Workbook

Sitecore
Sitecore
Read more
Marketing Automation Vendor Selection Pack

Marketing Automation Vendor Selection Pack

Digital Doughnut
Digital Doughnut
Read more
On Demand Webinar: Expert ABM - Bringing Sales & Marketing Together

On Demand Webinar: Expert ABM - Bringing Sales & Marketing Together

DemandBase
DemandBase
Read more
On Demand Webinar: Expert ABM - Selling the Value of ABM in your Organisation

On Demand Webinar: Expert ABM - Selling the Value of ABM in your Organisation

DemandBase
DemandBase
Read more
Expert ABM: A Guide to Selling the Value of ABM in your Organisation

Expert ABM: A Guide to Selling the Value of ABM in your Organisation

DemandBase
DemandBase
Read more

Latest reports

See all
Today’s Most Powerful Martech Duo: The CDP and DSP

Today’s Most Powerful Martech Duo: The CDP and DSP

Tealium
Tealium
Read more
The Critical Bridge for Marketers Looking to Develop More Cohesive Customer Engagement

The Critical Bridge for Marketers Looking to Develop More Cohesive Customer Engagement

Tealium
Tealium
Read more
General Data Protection Regulation 2017

General Data Protection Regulation 2017

Tealium
Tealium
Read more
The content marketer’s guide to universal content domination

The content marketer’s guide to universal content domination

SDL
SDL
Read more