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 access now. Free membership enables full access to our knowledge centre.

Login to DownloadRegister to Download

Recommended reports

See all
2019 Marketing Benchmark Report

2019 Marketing Benchmark Report

Acoustic
Acoustic
Read more
Customer Data Platform Use Cases for Retail

Customer Data Platform Use Cases for Retail

Acquia
Acquia
Read more
Working with Customer Data: From Collection to Activation 

Working with Customer Data: From Collection to Activation 

Acquia
Acquia
Read more
Digital Maturity Report

Digital Maturity Report

Episerver
Episerver
Read more
How Consumer Electronics Brands are Shifting Strategies to Compete

How Consumer Electronics Brands are Shifting Strategies to Compete

zoovu
Zoovu
Read more

Latest reports

See all
Common Pains of e-commerce Website Migration - and how to avoid them

Common Pains of e-commerce Website Migration - and how to avoid them

Virto Commerce
Virto Commerce
Read more
Top B2B e-commerce Challenges & Solutions

Top B2B e-commerce Challenges & Solutions

Virto Commerce
Virto Commerce
Read more
The Five Pitfalls that make Leading Enterprise e-commerce want to Replatform

The Five Pitfalls that make Leading Enterprise e-commerce want to Replatform

Virto Commerce
Virto Commerce
Read more
Top Five Benefits of the Cloud for e-commerce

Top Five Benefits of the Cloud for e-commerce

Virto Commerce
Virto Commerce
Read more
Realizing ROI from e-commerce in B2B

Realizing ROI from e-commerce in B2B

Virto Commerce
Virto Commerce
Read more