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 Organisation and Governance

Context Marketing Organisation and Governance

Sitecore
Sitecore
Read more
Context Marketing: Getting Organised

Context Marketing: Getting Organised

Sitecore
Sitecore
Read more
The Context Marketing Technologist

The Context Marketing Technologist

Sitecore
Sitecore
Read more
The Experience Architect

The Experience Architect

Sitecore
Sitecore
Read more
Context Marketing Workbook

Context Marketing Workbook

Sitecore
Sitecore
Read more

Latest reports

See all
Harness Digital Insights to Grow Your Entire Enterprise

Harness Digital Insights to Grow Your Entire Enterprise

Medallia
Medallia
Read more
How To Make Your Website Compliant With The GDPR

How To Make Your Website Compliant With The GDPR

crownpeak
Crownpeak
Read more
Choosing A WCM That Strengthens Your Cybersecurity Strategy

Choosing A WCM That Strengthens Your Cybersecurity Strategy

crownpeak
Crownpeak
Read more
The Financial Services Marketer's Guide To Web Accessibility

The Financial Services Marketer's Guide To Web Accessibility

crownpeak
Crownpeak
Read more
Achieving Digital Experience Transformation

Achieving Digital Experience Transformation

Decibel Insight
Decibel Insight
Read more