Programmatic Advertising: Embracing The Future of Ad Buying | Online
About this workshop
The rise of programmatic advertising adoption globally as well as in APAC, resulting in companies increasingly seeking to equip their employees with programmatic skills. By 2020, over 86% of all digital display ads will be purchased through automated channels and about two-thirds of all digital display ads will be programmatic, reaching around $84.9 billion in total spend. APAC is also “accelerating and steadily gaining” mobile programmatic media spending share, expected to rise from 32% to 34% in 2022
With millions of websites, applications and digital properties being viewed across a variety of channels at any given moment, programmatic advertising leverages on AI and machine learning to help buyers and sellers make data-driven decisions and remove the guesswork from the ad buying process. Programmatic buying has gone mainstream and it is permeating every advertising channel – display, mobile, video, search, social and now, TV. Top brands and agencies reported programmatic spending in each category, indicating that it is now being viewed as part of the overall media strategy, rather than something they should be “testing”
This workshop will help you understand more about why huge swathes of budget have been going to Programmatic Advertising, why it can be a huge benefit to all, and what the potential pitfalls might be.
Takeaways
- Benefits of programmatic advertising
- Popular methods of programmatic targeting
- How programmatic advertising and real-time bidding works
- Advantages and disadvantages of programmatic advertising
- Best-practice principles to organize audience insights, reach audience across screens and measure the impacts the right way
- Challenges and pitfalls to avoid to deliver effective, relevant, hyper-personalized ads
- Case studies from Singapore’s and global companies
Prereqs & Preparation
Please bring your own laptop.
