Week 4 | June 2024
Times Internet for Marketers
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In-Depth
Programmatic advertising aims to expand reach, but navigating its complexity in today's digital media landscape requires managing campaigns across multiple DSPs and sources, complicating audience targeting and effectiveness measurement. Advertisers increasingly prioritize supply-path optimization and tech provider evaluation, emphasizing the integration of walled gardens and premium open internet inventory to maximize outcomes. Key areas for marketers to focus on include:
Access to exclusive and complementary ad supply is key to achieving transparent reach. A good ad supply provider offers unique, high-quality inventory unavailable elsewhere, along with diverse third-party options to expand reach. Managing broad supply access effectively involves determining the best combination of sources and transaction types to meet campaign goals efficiently.
Accessing a wide range of ad inventory should include robust signal enhancement to effectively target the right audiences in context. A reliable DSP should offer valuable first-party signals that elevate advertising relevance. In addition to demographic data, advertisers can assess signals of genuine purchase intent derived from actual consumer behaviours. The integration of these behavioural insights with contextual signals across diverse ad inventory at scale delivers significant campaign value.
Measurement is critical for driving customer actions. With traditional ad identifiers vanishing and an array of consumer touchpoints to track, coupled with economic pressures affecting budgets, marketers seek solutions to measure campaign impact across the entire funnel. A DSP offering comprehensive supply access and cross-channel measurement capabilities helps alleviate fragmentation. This allows marketers to gain a holistic view of their campaigns, streamlining insights across channels and enabling effective audience engagement throughout the customer journey.
Industry News
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Meta has launched its AI chatbot, Meta AI, in India across WhatsApp, Facebook, Instagram, Messenger, and the Meta.ai website. After a successful test run in India and rollout in over a dozen countries, including the US and Australia, Meta AI, powered by Meta Llama 3, enhanced Meta's AI offerings in a competitive market.
Netflix is introducing a free, ad-supported plan in select Asian and European markets to broaden its audience and compete with local free TV services. This strategy aims to increase viewership and ad revenue while Netflix develops its advertising technology platform, set to launch by late 2025. The ad-supported tier, launched in November 2022, has significantly boosted global monthly active users. This plan now accounts for 40% of new sign-ups in eligible countries.
Google introduced new AI-powered features in Google Analytics to help marketers make better decisions. These updates are part of Google Analytics 4, including AI-generated insights that explain key data events in plain language. Google is also enhancing campaign performance insights by aggregating impressions from linked Campaign Manager 360 accounts and simplifying the integration of non-Google campaign data. Additionally, Google is adding cross-channel budgeting and a projections report to monitor media pacing and projected performance.
WPP and IBM launched a new B2B solution using IBM's AI platform, watsonx, to improve client engagement and ROI. WPP Open for B2B solves marketing challenges, identifies buying groups, and delivers consistent messages across channels with AI-powered tools like the Buying Group Brain™ and an AI assistant for CMOs. The platform collaborates with LinkedIn for better audience insights and supports enterprise integration and security.