The programmatic era is a reality and has been brought with it. It challenges and opportunities for marketing directors to achieve optimal results in their campaigns. In fact, a study that we have carried out from our company shows the following. Expectations and pressure on brand managers to achieve roi are higher than ever. With 93% of respondents saying so. A large majority (76%) think that the ability to test the effectiveness of. The campaign is becoming more and more important for today’s cmo to succeed. At the same time, 60% of the participants agreed with the statement. It is becoming more difficult to select the appropriate metrics to measure success.

The Digitization of Advertising Particularly With Programmatic Buying

These channels had technical limitations and the metrics to measure their success were always limited. They basically consisted of market research carried out before and after a campaign, something that used to be Buy Latvia WhatsApp Numbers expensive and complicated. This increases the expectations of the campaign but also translates into. Opportunities to test the success achieved thanks to the fact that a wide range of channels can now be evaluated. As a result of all this, and as our research reveals, brand managers are currently under two major pressures.

These Expectations Faced by Managers Increase the Pressure

Although more than half of the respondents (60%) said they use click as an effective measure. 42% mentioned brand awareness as the way they evaluate their campaigns. The study also showed that the choice of metrics was related to the degree. Of the development of programmatic buying in each market. While only 10% of respondents indicated that they evaluate their campaigns based on “brand fit”. This number almost doubled (up to 19%) when considering only those markets that have progressed in terms of programmatic. This demonstrates just how intertwined programmatic buying and brand marketing is. As yet another piece of evidence of the mounting pressure on brand managers to achieve optimal ROI.


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