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
The State of Customer Engagement 2020

The State of Customer Engagement 2020

dotdigital
Dotdigital
Read more
Ranking Factors 2019: Increase your Online Performance with Google Lighthouse

Ranking Factors 2019: Increase your Online Performance with Google Lighthouse

Searchmetrics
Searchmetrics
Read more
The Evolution of Custom Ranking Factors With Machine Learning

The Evolution of Custom Ranking Factors With Machine Learning

Searchmetrics
Searchmetrics
Read more
Digital SEO Success Factor Linguistics

Digital SEO Success Factor Linguistics

Searchmetrics
Searchmetrics
Read more
Online Reputation Management

Online Reputation Management

Searchmetrics
Searchmetrics
Read more

Latest reports

See all
The State of Customer Engagement 2020

The State of Customer Engagement 2020

dotdigital
Dotdigital
Read more
Build Brand Humanity by Mastering Empathy at Scale

Build Brand Humanity by Mastering Empathy at Scale

Braze
Braze
Read more
Ranking Factors 2019: Increase your Online Performance with Google Lighthouse

Ranking Factors 2019: Increase your Online Performance with Google Lighthouse

Searchmetrics
Searchmetrics
Read more
The Evolution of Custom Ranking Factors With Machine Learning

The Evolution of Custom Ranking Factors With Machine Learning

Searchmetrics
Searchmetrics
Read more
5 Tips for Actionable Customer Insights in a Cross-Channel World

5 Tips for Actionable Customer Insights in a Cross-Channel World

Mapp
Mapp
Read more