We talked about the effectiveness of programmatic buying

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　　programmatic Buying: Redefining the Advertising Industry

　　Last week, I attended dmexco, the digital marketing conference held in Cologne, Germany.  and how it’s redefining the travel industry.

　　programmatic Buying Explained

　　What was once just a humble German ad tech conference is now an expanding global hotbed. Entrepreneurs and representatives from established and startup companies network and share information on the latest technology and trends.

　　Much of the conference hype this year surrounded programmatic buying, a method of leveraging data and technology to deliver highly-targeted display ads in a more cost efficient way. It’s arguably the biggest innovation the advertising world has seen in the past decade.

　　Travel & programmatic

Pinpointing your target customers through Programmatic Buy and online advertising strategies.our specialists will help to maximise results by focusing on the right person at the right time.

　　Travel advertisers, like advertisers in many other sectors, have historically been a little nervous about performance through display channels.

　　programmatic buying enables travel marketers to get increasingly transparent media buys on a more direct response basis. This allows for highly targeted, efficient, and measurable data-driven advertising.

　　Travel advertisers can move beyond hoping the right customers engage with their ads. It’s about placing the right message in front of the right customer at the right time.

　　Through programmatic buying, travel advertisers are now able to pinpoint a specific site visitor that shows strong intent to convert, or is in-market for their travel products, based on a variety of data collection points.

　　Intent Data powers programmatic

　　Intent data is proving to be a critical part of that process. Travelers are defining the next stage of the purchasing process. This leads to more competitive CpAs, stronger ROIs, and more efficient display advertising. There are strong similarities to the search model of the past ten years that digital marketers are more familiar with.

　　The future of ad delivery is changing. According to eMarketer, real-time audience bidding will reach 28 percent of the digital mix by 2016 and will continue to grow. This signals a massive disruption in digital across multiple channels. Brands are now applying data effectively to their media buys to realize the full potential of their online ad buying.

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　　Want to get your own programmatic campaign up and running? Contact us today.

　　Alternative Text About Russell Young

　　Russell has worked in the online travel and tourism industry for over fourteen years. As ApAC managing director, he leads Sojern’s ApAC sales and account teams, expanding Sojern’s footprint in the Asian-pacific market and developing global travel partnerships. With experience in a variety of progressive leadership roles, Russell has a proven track record of building deep sales and account competency and increasing revenues and profitability across a matrix environment. prior to joining Sojern, Russell was the media director for lastminute.com, where he was responsible for strategy development, agency sales, and media in the UK, Ireland, Germany and the Nordics.

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