programmatic_creative_report

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What’s real. What’s next. The data in this report clearly shows that it is beneficial for advertisers to utilize multiple ad sizes to leverage the full potential of programmatic media. And it is well known that personalized, relevant content generates increased ad performance. However, many are unprepared to fully take advantage of the programmatic environment. To address this issue, some attempt to use dynamic creative solutions. One creative can be personalized for highly targeted campaigns at a fraction of the production costs. However, dynamic creative relies on a dynamic creative tag, which is not accepted by approximately 40% of publishers within the RTB environment. This results in limited placement options. Programmatic Creative solves this problem by offering dynamic units within a technological platform. It is easy to transform creative assets into various display, mobile and social units with minimal cost and time requirements, all using a standard ad tag that is universally accepted by publishers. This provides advertisers with full scale and coverage. CAPABILITY: Strengthen Your Position with Programmatic Creative Combining programmatic creative with programmatic media not only saves money on media, it can also significantly decrease – or even remove – the creative line item from an advertiser’s budget. This opens up the display market to a variety of local advertisers and smaller agencies that were previously priced out. Scale is no longer a differentiator reserved for the big boys. Advertisers of all sizes can access programmatic creative to compete in the vastly profitable display advertising game. By relying on technology rather than headcount, programmatic creative enables marketers to do themselves what once took a whole team of agency staffers, thus leveling the playing field and providing sophisticated display advertising capabilities to all advertisers. i “US Total Media Ad Spend Inches Up, Pushed by Digital,” eMarketer, August 22, 2013, http://www.emarketer.com/Article/US-Total-Media-Ad-Spend-Inches-Up-Pushed-by-Digital/1010154 ii “Programmatic Everywhere Data, Technology and the Future of Audience Engagement,” Winterberry Group and IAB, November 2013 © 2014 CPXi 9
What’s real. What’s next. PRESENTED BY: CPXi is a global digital media holding company with over a decade of experience connecting consumers with brands. The company has four primary divisions: bRealTime, offering programmatic solutions for both demand and supply side partners; Simplixity, providing full service media execution for brands, agencies and direct marketers, Affiture, an affiliate network driving performance objectives, and; AdReady, providing a self-serve platform for programmatic creative and media placement. CPXi provides multi-screen messaging, leveraging display, social, mobile and video advertising at scale, serving billions of managed impressions daily. CPXi is a privately held company. For more information, visit www.cpxi.com. DATA PROVIDED BY: AppNexus, which offers the most powerful, open and customizable advertising technology platform, serves the largest and most innovative buyers and sellers of online advertising, including Microsoft Advertising Exchange, Interactive Media (Deutsche Telekom) and Collective. Led by the pioneers of the Web’s original ad exchanges at Yahoo!’s Right Media and Google’s DoubleClick, AppNexus offers the industry’s most advanced technology platform that empowers companies to build, manage andoptimize their entire online advertising businesses. Based in New York City, AppNexus is backed by an outstanding group of investors including Technology Crossover Ventures, Microsoft, Venrock, Kodiak Venture Partners, Tribeca Venture Partners, First Round Capital, Marc Andreessen, Ben Horowitz, Ron Conway and Khosla Ventures. For more information, visit www.appnexus.com. © 2014 CPXi 10
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