Social and programmatic are quickly becoming one buy thanks in large part to the expansion of programmatic solutions giving way to brands that have overcome a siloed buying process.
According to an eMarketer study, more than two-thirds of all digital display advertising will be purchased programmatically this year.
Coupled with the exponential opportunities for advertisers to engage audiences across Facebook, Twitter, Instagram, Pinterest and Snapchat with paid and owned media strategies, brands can amplify their presence using innovative ad formats to increase scale, expand efficiencies and heighten the relevancy of a brand?s message.
Ad spending across social has increased an incredible 163 percent worldwide since 2013, further illustrating the advantages of being able to reach broad and niche audiences from millennials to baby boomers around key moments that matter in a highly personal and sharable digital environment. The growing interest in social from brands has fueled innovation in advertising and put technology front and center. Being able to programmatically execute social buys across platforms without losing behavioral targeting capabilities is something marketers must explore as the unification of social and programmatic continues to evolve. In doing so, brands will be able to capitalize on reaching highly engaged consumers in an automated fashion, increasing efficiencies of digital campaigns and media strategy.
From a social lens, brands have historically been ...