Please Contrast Programmatic Buying Emerson Colle

THE FIRST ONE IS :In no more than one and half page, please respond to the following questions:

• In what ways has digital technology shifted how we target audiences?
• Please contrast programmatic buying versus traditional media buying. Which do you prefer and why?
• Highlight the differences between online and traditional television advertising. Which do you prefer & why? Please share an example

there are some article others write that you can refer:

1:In what ways has digital technology shifted how we target audiences?

In the age of big data, brands are able to make use of the data they collect about their customers’ buying behavior and personal information to target their dream audience more precisely. Moreover, companies can conduct surveys through different media. For example, they can reach out to their customers through email, phone calls, and even social network direct messages. Sometimes, they can even make use of ads to conduct the surveys. Through these ways, they can directly learn more about the consumers and screen out their target customers.

Please contrast programmatic buying versus traditional media buying. Which do you prefer and why?

Programmatic buying, according to media buying 101, is the use of technology to automate and optimize the ad buying process in real-time. The goal of programmatic buying is to make use of customer insights to cover suitable users in an appropriate environment at an appropriate time to improve the efficiency of digital advertising. Traditional media buying, for example, is purchasing through phone calls after viewing the ads. However, programmatic buying is like after seeing an ad online, one can just click the hyperlink which leads to the product page. Consumers can simply buy the product through that web page. The process of programmatic buying is more simple and transparent. Consumers have clear ideas about where their money goes. Compare to traditional media buying, programmatic buying is less time-costing and more accurate. Consumers are reaching out to the ads based on what they need while traditional media buying is more like forcing the consumers to see certain ads they may have no interest in. I prefer programmatic buying more because the steps are programmatic and easy to follow. Fewer mistakes can happen during the programmatic buying process when compares to traditional media buying. It’s a safer, more enjoyable, and faster buying process.

Highlight the differences between online and traditional television advertising. Which do you prefer & why? Please share an example

Online advertising gives consumers the initiative. They are able to reach out to the ads they are interested in based on their motivations. Traditional television advertising is simply spreading information to people who sit in front of the screen. This strategy lacks communication which is the base of contemporary marketing. I prefer online advertising more because I won’t be disturbed by ads that I am not interested in while enjoying the entertainment. I will have the opportunity to choose what product or service that I want to gain further information about. For example, while I was watching short videos on Tiktok, I will be able to lick on the advertisement if I feel interested in the product. However, if I was watching a TV show, I have to bear with the ads between the two episodes. I may have no interest in the ad but still have to watch it. It is not only a waste of time for me but also a waste of money for the brand.

2:The biggest example of how digital technology shifted how we target audiences is the emergence of cookies online. Cookies are a code that is inserted into the page content that leaves a trace on the device. With that code, companies can gather a deeper understanding of what consumers are viewing, buying, or engaging with online. Marketers now have precise knowledge about what people are interested in, which allows them to immediately focus on the products that consumers are gravitating towards instead of guessing which ones they were looking at. An example of this would be a high school baseball player looking for new cleats on Nike.com but exiting the webpage and driving to baseball practice before deciding on which pair he wanted to buy. Even though no purchase was made, Nike uses cookies to see what he was looking at so when the student comes home later that night and goes online to ESPN.com to check baseball scores, he gets an advertisement on the side of his screen from Nike about the cleats he was looking at earlier and this time finalizes his purchase. Marketers can now precisely target people who are most interested in their brands instead of having to identify mass groups of people who tend to act similarly.

The process of traditional media buying involves agency buyers meeting with sellers and negotiating based on terms related to the mix of programming, content, ratings guarantees and costs. In this type of negotiation, the buyer-seller relationship was very important, as was historical data. Programmatic buying is defined as the automated process of buying and selling media. In this case, advertisers enter a “bid,” which is known as a demand side platform (DSP), which allows them to define their audiences behaviorally. This leads to sellers opening up supply side platforms (SSP), which is a software that enables the automated selling of advertising. The SSP sells the requested ad space to the DSP, which means that the data management platform (DMP) comes in and acts like a warehouse, storing and analyzing data. That information in the DMP helps to define the target audience which feeds into the DSP. In regards to which method I would use, I’d have to side with programmatic buying. It is an easy, digital way to acquire the ad space that a company is looking for without having to deal with relationships between buyers and sellers, like the traditional media buying strategy requires.

Traditional television advertising identifies households based on what they were watching, while online advertising identifies households based on the characteristics of those in the household who meet certain target audience criteria. I would prefer to use online advertising because of the specific characteristics that we would have about our company’s consumers. Those characteristics would make it easier to market our product because we could identify exactly what target audience we would market our products to and do so in a more efficient manner than if we were using traditional television advertising. An example would be if I were the head of a big TV studio, instead of just knowing which households were tuning into my company’s most popular show, I could gather information about the specific demographics that the people in those households fall under, making it easier to market our show in the future because the knowledge of our audience is more precise.

3.Digital technology has allowed us together more insights on consumers and better understand the way they buy and how they come to that decision. We looked at databases for instance. Databases have allowed the collection of data pulled from websites and research teams and put all of that data online for other businesses and agencies to use in order to target a certain demographic. Before digital technology, companies had to place their ad in as many places as possible with the hope that it would reach their target audience. It is now possible for companies to know exactly where their target audience would be especially in the online realm.

Programmatic buying follows an algorithm that tells the company who will see the ad and where – based on which users are most likely to become customers. This makes the buying process very easy because it narrows down the vehicles to choose from. With traditional media buying, the marketer would have to look at all of the different vehicles and try to find the best price for a spot that they would think would reach their target audience. The programmatic buying method is the one I would choose. It is much more efficient and uses real-time data to determine the best way to reach a target audience.

Online advertising reaches a target consumer at a certain time on purpose whereas traditional television very much a risk and a lower ROI because a person can change the channel when commercials start showing and if a marketer bought slots on that channel with the insight that that was where most of the target consumers would be. Online advertising is much more precise and has a greater chance to reach the target audience. an example of this is when you talk about something and then an ad will pop up for it later on. These online insights tell ad agencies that I use Instagram a lot so the ad will be placed on Instagram knowing that I would be using it frequently.

THE SECOND DISSCUSS POST IS Please respond to the following questions.

• Describe the big ideas presented in chapter 10 of Media Planning Essentials.
• Describe the advantages and disadvantages of mobile as a means of advertising
• What is your favorite concept/lesson learned in chapter 10. Why is this your most favorite lesson. Please share one example that illustrate the concept.
• In addition to your post,please respond to at least two different posts by your peers
• Maximum: 1 and half page single spaced.

REFEREENCE:The big ideas presented in Chapter 10 were defining mobile, understanding the challenges in finding and quantifying mobile audiences, knowing the differences between probabilistic and deterministic targeting, and identifying the differences in how mobile advertising is bought and sold. For defining mobile, it’s really a combination of all media channels we’ve discussed up to this point, including display, video, audio, search, and social. In regards to finding mobile audiences and the challenges that are posed, mobile devices don’t track cookies, so the advantages that we learned about in the last chapter (identifying specific people and which products they are looking at) don’t exist for marketers working with mobile audiences. Moving on to probabilistic and deterministic targeting, probabilistic targeting is defined as an audience group with a high probability to be accurately profiled; based on assumptions, or markers, there is a high probability that you’re targeting the same individual. On the other hand, deterministic targeting is 1 to 1 matching of two or more datasets based on unique identifiers; based on two known factors there is certainty that you are targeting the same individual.

The advantages of mobile advertising are the fact that mobile devices are now the “first screen” that people see when they wake up in the morning (TV used to be number one) and enhanced capabilities of geotargeting that help advertisers locate where a device is located. A few of the disadvantages of mobile advertising are the absence of cookies, although the enhanced geotargeting mitigates this weakness, and that mobile media is often part of a consumer’s multitasking activities and your advertising message may be competing with other stimuli. That being said, there is an emphasis on advertisements being more meaningful or entertaining so they can grab the attention of the consumer instead of losing out to the other stimuli.

My favorite concept from Chapter 10 was the section about reach potential in mobile advertising. There were great stats in there that showed how popular mobile has become, including a 2015 Pew Research report which found that 68% of all US adults had a smartphone and 45% had a tablet at that time. This intrigued me because it highlights the importance of using mobile advertising because of the amount of people who use mobile devices and how increasingly popular they have become. I also liked the chart that broke down the different percentages of reach that ads on Facebook, Twitter, YouTube, and LinkedIn would have for adults in the 18-24 range because it gave a useful visual to examine which media platforms have the most impact on consumers. An example would be marketers using the data from the chart to form a plan about which social media platforms they are going to buy ad space for. This allows them to be smarter with their money and get the most value for their advertisements.

1.

First of all, it is now a fast pace generation, it is hard to come up with agreeable solutions to the problems because the changes occur too quickly. Kids are growing. 10% of total ad spending on mobile platforms while 25% of consumers’ time is spent on mobile devices. Numbers will only increase as kids grow up and teenagers get older.

Moreover, creativity is never an end story. Ad banners are too disrupting for a small phone. To solve the problem, the iAd banner appears. When we are using apps on our iPhone, the banner at the bottom of the screen is the iAd. It won’t disrupt people from using phones but still can capture people’s attention. However, it closed down operations on June 30th, 2016 because it was never in trend. In the following years, more and more different types of mobile banners appear to reach the best effect for mobile advertising.

2.

Pros:

When people search the same thing on desktops, the result can’t be as precise as it is on mobile devices. Since people may in different places and mindsets with their mobile devices. The location-based ads would be on the top of the results. For example, when you google a brand on Google with your phone, the page may first lead you to the closest location of that brand. However, desktop searching results may focus on getting you to the brand’s website as quickly as possible to hopefully convert you to a sale there.

Consumers are often in the midst of a trigger event. Something happens that pushes the consumer in the active decision journey. The journey usually doesn’t have to be time-consuming. Mobile devices enable quick access to information that is needed in the micro-moments when people are checking phones.

Cons:

Ad banners are too disrupting for a small phone. The clickthrough rates on mobile banners were 20% CTR higher than a desktop but soon wore off to under 1%

3.

I really like the concept of deterministic targeting: marketers know something about the user of that device that allows them to target with some level of certainty. Information gathered via mobile carrier, Google, Facebook or Twitter is accessible while you remain logged into those networks. I was so confused before I learned this concept. I always feel afraid when Instagram send me ads for certain products that I was just searching online for. I love this concept because it actually explains why Instagram always “knows” my preference. Once I was searching for performance costumes, later when I logged into Instagram, I saw several ads about performance costumes. I felt my life being tracked somehow.

Chapter ten’s main focus was all around mobile. In comparison to many other forms of advertising, mobile is extremely new. Mobile, as a medium, wasn’t even really a consideration prior to the introduction of the iPhone in 2007. Even then mobile ad spending didn’t hit more than one million dollars until 2011, back then as well it was more solely SMS text messaging (which is definitely still used today, SMS alerts are very important and I actually worked on the Newbury Comics SMS campaigns in my past internship, so I was able to see the impact that it made) but now it has truly evolved from just text messaging to so much more! Once smartphones and apps were created, mobile advertising started changing and started to include virtually all media channels we’ve been discussing up until now like audio, banners, video, etc. There are currently two ways advertisers are identifying audiences on mobile devices. They are known as deterministic and probabilistic targeting. Deterministic targeting means that we know something about the user of that device that allows us to target with some level of certainty. Probabilistic targeting uses cross-device usage to make assumptions about who you might be. Today, advertisers are spending approximately $25Bn in mobile platforms which represents a little more than 10% of total ad spending while consumers are spending at least a quarter of all media time with mobile devices. There is also the topic of buying search spots on mobile, the same as desktop. I have personally had experience working within Google Ads and optimizing their search results with purchasing specific keywords, top of page bids, and PPC. I have done this for both mobile and desktop, and like I said before, I was able to see the impact in real life of how this can effect a brands sales!

I think that there are many advantages to mobile advertising. Like it said in this chapter, people are spending at least 25% of their time consuming media on their mobile devices. It is obviously a channel that people are using constantly, but that is not showing in the advertising spending of it. With mobile, you also have so many different ways to advertise, which is not available on all platforms. From using PPC and top of page bidding, advertising can be used in mobile searching using things like Google Ads, as well as companies like https://kargo.com (链接到外部网站。) (A place I have been interviewing with for summer internships) are pioneers in the mobile advertising industry by using their software for scrolling advertising on web pages using graphics, photos, and videos, and then also social media apps and their advertising using influencers and visuals changed the world of marketing. The opportunities for mobile advertising are endless and it has been proven that is it one of the top ways that people consume their media! On the down side, of mobile media is that it is often part of a consumer’s multi­tasking activities and your advertising message may be competing with other stimuli, so people may not be paying as much attention to your advertisement. There are also targeting limitations in mobile due to the lack of cookie tracking.

My favorite concept talked about in this chapter is all about mobile search. I generally had a strong knowledge of almost everything in this chapter because of my past experiences, but my favorite overall concept in this is definitely paid ad search results because when I was working within Google Ads, I found it so fascinating how powerful search results really are, but in the world of creative marketing, many people end up focusing on the audio visual aspects. I’ll give you an example of how we used it. Back in late September/early October, we were gearing up at Newbury Comics to sell our Halloween items! We went into Google Ads and searched keywords, their prices, and how competitive the specific term was, as well as what was showing up for our competitors. We did this both for desktop and mobile, adjusting our bids for tablets, phones, and computers to have the best optimization.