The proliferation of data and technology is reshaping the media business. The budding consumer information available has created a demand for more segmented approaches so that marketers can engage audiences defined by specific interests and behaviors. Additionally, targeting must be achieved meaningfully across devices, points of sale, and geographies.
This surge has ensued due to the embrace of the consumer audience—as defined by a wide range of expressed, observed and inferred data points — as the strategic pillar upon which the transaction of media can and should be based. Additionally, the meteoric growth of programmatic marketing — follows in natural order, representing the tactical means by which practitioners bring the promise of audience development to life.
The promise of “programmatic everywhere,” it seems, is rapidly becoming a reality. But the shift to an audience culture in media circles hasn’t yet managed to reform a wider world defined by vastly different political, technological and cultural norms. So even while they race to build programmatic infrastructure across markets — with U.S. brands moving to stand up a presence in overseas markets, and “global” brands casting their sights on the US and elsewhere — digital publishers are confronting challenges and opportunities that are both new and unique to each individual market.
The white paper titled, “Going Global: Programmatic Audience Development Around the World,” published by Winterberry Group in partnership with the Interactive Advertising Bureau, explores these dynamics to present a snapshot of how publishers, marketers, and technologists are “going global” in their practice of programmatic audience development across each of 12 markets.
The following are several notable trends explored in the white paper:
Almost all hands on deck: Virtually all respondents (98%) to a survey of US and US-based global publishers said they’re currently pursuing a data-driven programmatic approach to audience development in their home markets, with nearly 59% “aggressively pursuing” the same. Though the same publishers —even when supporting a global portfolio of media and commerce properties — have been slightly slower to expand their programmatic efforts abroad. By contrast, 72% percent of the same panel is currently pursuing a data-driven, programmatic approach to audience engagement innon-US markets.
Programmatic audience development is an active build for marketing organizations. Nearly 57% of U.S. and U.S.-based global technology and service provider survey respondents said that they’re actively building programmatic audience development capabilities outside of the U.S.— with more than half of those “aggressively” pursuing the same. Nearly 38% of advertisers and publishers said they’re currently pursuing programmatic audience development beyond their home borders — though the vast majority of those interviewed expressed an intent to expand their efforts to do so over the next two years.
A lack of strategic understanding is the primary adoption barrier: More than a third of survey respondents (34% percent) said that a “lack of understanding of ‘audience development’ across all markets” is a substantial inhibitor to their current global efforts.
For more trends and data points on the global growth of programmatic audience development, download the full report:“Going Global: Programmatic Audience Development Around the World”.
An in-depth snapshot of the findings also will be presented by The Winterberry Group and the IAB September 11 at 1 p.m. eastern time. Join the webcast to review conclusions derived through a combination of survey and interview data — encompassing feedback from more than 200 executive-level leaders in the Americas, Europe, Africa, Asia, Australia and the Middle East.
Main image source: group-global.org