There has been a massive shift in digital advertising focus towards programmatic in the past couple of years. In Singapore alone, advertising spend on Programmatic is expected to take up more than 60% of overall advertising budgets by 2022.
With the dramatic shift in global media consumption digitally coupled with the massive fragmentation across multiple screens, devices, websites and destinations meant that traditional media buying has become inefficient and advertisers are not effectively able to target the people they want to reach. Programmatic has become important for brand and marketers for 4 key factors:
Reach and Scale
The Internet is a big place and programmatic helps reach beyond any one customer / website to find consumers wherever they happen to be
From awareness and branding to direct conversion, programmatic can engage that consumer wherever they are in the funnel
Advertisers get to choose what impression they want and not the publishers
Better targeting/more relevant ads across the customer journey = increased ROI
At Osprey Media Lab, we have an independent trading desks that works across the entire programmatic ecosystem with best in class programmatic and ad tech partners to deliver insights-driven programmatic advertising capabilities to both brands and agencies.