Programmatic strategies and audience signals

Hayley Dawson

Senior Account Manager

Posted on April 12, 2017

The extreme proliferation of digital media space now means that it is impossible for media planners and brands to know everywhere they should be advertising. Programmatic strategies overcome these issues by robotically buying ad space on a web page. Audience signals are collected to ensure that the right ad is served to the right person and exactly tailored to their needs.

How this helped Nescafe

Nescafe Dolce Gusto’s goal was simple, get more people excited about their coffee machines and complement their above-the-line activity. They collected data on people who had searched for ‘coffee machines’, visited their website, looked at a machine, but hadn’t brought on that occasion.

This informed how they purchased media placements to continue messaging those people with more targeted and effective advertising. The programmatic strategy allowed the brand to only serve the ads to people who have already shown an interest in the product based on the audience signals they provided.

Matching the data to buying inventory in real-time proved to be a very powerful way of driving Nescafe’s brand message and their new user website traffic grew by 90% and can be easily applied to benefit and inform financial marketing.

 

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