The rise of mobile and video has shifted priorities for marketers, as the platforms make it easier than ever before to build brand awareness. Consequently, marketers are moving away from direct response advertising to drive deeper, upper funnel engagement with consumers.
Although marketers are enjoying the benefits of programmatic branding, including its increased efficiency and reduced overall advertising costs, why are they sometimes hesitant to invest more in the area?
To find out, Quantcast conducted a series of interviews with client-side digital professionals, agencies and vendors, and ran a survey among 100 senior-level marketers in the US and the UK.
In this new whitepaper, Quantcast presents the key findings of its research, conducted in association with Econsultancy, and provides an overview of the current state of play and the future for programmatic branding.
By considering the challenges noted by marketers in its survey, it suggests ways for lowering the barriers to entry into programmatic branding for advertisers and how to drive wider programmatic adoption by brands.
“It is up to the industry to address every challenge from an execution and measurement perspective, in order to realise the potential that lies ahead for brands in the programmatic space,” say the experts at Quantcast.
Fill in the form below to download your copy of the whitepaper.