In this edition of TraderTalk TV, Andreas Dooley, Adform, commercial director, discusses contemporary brand advertising techniques using programmatic technologies.
This involves programmatic technologies to escort a customer through a purchase-cycle including: raising brand awareness with high-impact ad formats; prospecting using 'lookalike' techniques in a contextually-relevant environment; through to retargeting, and finally achieving conversion.
Dooley also argues that many advertising groups are missing out on using programmatic media buying technologies to build effective brands campaigns due to issues with the supply-side of the industry's adoption of such technologies.