Ashton Media’s Programmatic Summit – Sydney

February 04, 2016

Don’t miss Warren Billington, Managing Director, Signal and Michael Twomey, Head of Digital Media & Entrepreneurship, Coles on stage discussing the shift from lower CPMs to improved targeting and efficiency in programmatic.

Programmatic Shifts from Workflow Efficiency to Precision Targeting

Programmatic advertising exploded as a result of the demand for a more efficient media sales process–one that was once manual, time consuming, and costly. And it’s certainly worked: Almost 70% of US advertisers agree that a top benefit of programmatic ad buying is lower ad rates.

But how will advertisers continue to increase the value of their ad spend when the gains from workflow efficiencies hit a ceiling? The answer is in increasing investment in known vs. unknown audiences. Call it improved targeting precision, or targeting efficiency.

This session will address why programmatic is moving from a focus on executing advertising for the lowest amount of money, to a focus on finding the best possible target through addressable media solutions. Attendees will learn:

  • How APAC advertisers are approaching addressable advertising and increasing their investment in people-based targeting, according to just-released survey results by Econsultancy.
  • How disruptive technology is helping advertisers shift away from cookie-based tactics that don’t work in all channels, and toward a people-based approach that identifies customers across devices and channels
  • How programmatic can not only create workflow efficiencies, but can fuel better customer experiences, precise targeting, and, ultimately, greater ROI and decreased wasted spend.

 

 

EJ Guren

EJ Guren formerly ran global events marketing for Signal. Before she came to Signal, EJ spent 7 years in hospitality operations and investor relations at Hyatt Hotels Corporation.

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