Strategy

Brainlabs’ very best practice across search, programmatic, paid social and everything PPC-related.

Ask the experts: How to integrate your programmatic and TV ad strategy?

Daniel Gilbert, CEO, Brainlabs:

All TV advertising will eventually be bought programmatically, so at some point there will be complete integration. At the moment, programmatic linear TV isn’t really a thing, so our focus has been on VOD advertising, especially in terms of measuring performance and using insights to optimise ad content and targeting.

One unique feature of VOD advertising, for example, […]

If you work in PPC, you have two choices: learn how to automate or develop strategic skills

Automation is going to replace the majority of the work humans currently do in PPC. There will still be plenty of jobs (if not more than there currently are), but the tasks within those jobs will be different. As automation becomes more sophisticated, affordable and adopted, the human element of PPC work will focus primarily on developing and managing automation […]

Adapt, or be crushed by the fourth industrial revolution

No business has ever had the luxury of standing still.

In the 1920s, American Express was founded as delivery service (hence the name), and Marriott originally specialised in root beer rather than hotels. Any company that has survived this long has had to adapt to the immense changes of the twentieth and early twenty-first century, which is no mean feat.

  […]

Programmatic TV is the future: Here’s how to capitalize on the opportunity

All TV will eventually be bought programmatically
Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.

Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue […]

Big Data will make or break the businesses of the next decade

To survive the next decade, businesses will need to be able to utilise Big Data.

Buzzword or not, it’s probably the most important feature of the fourth industrial revolution, a new economic asset that will define the near future of commercial evolution.

Structured data has been used by companies for a long time, but Big Data is distinct from this in three […]

How to get the most out of audience data in programmatic

One of the great advantages of programmatic is access to audience data.

On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.

Clearly, advertisers and media agencies are […]

Learning how to put your trust in data

Businesses still don’t trust digital. It’s fair enough, when you consider all the undisclosed rebates, the deliberate complexity, the lack of transparency, the ongoing problems of viewability, ad fraud, brand safety. […]

Get ready for programmatic TV advertising

One day, in the not too distant future, all TV ads will be bought programmatically. Linear TV ad inventory will be available on the open exchange, targeted to the individual, and highly measurable in its performance. This would be truly programmatic TV, and it can’t come soon enough. […]

Here’s where your programmatic spend should be going

Ebiquity recently warned CMOs that “60% of programmatic spend is wasted” due to ad fraud, viewability issues, and an “ever more complex” supply chain.

This article is not supposed to challenge his claim – if anything 60% might be a slight underestimate because most agencies are marking up the media before it even gets to fees. I just want to point […]