Leverage Behavioural Science in Programmatic Advertising
Programmatic advertising provides marketers (like yourself) with a HUGE opportunity to reach your target audience at scale across multiple ad networks. Coupled with the ability to leverage a variety of formats from video, to display, gaming, audio and out-of-home - you can take your marketing to new heights.
In this session, Head of Paid Media, Lottie Namakando, explores how to build your programmatic approach with a behavioural science spin. By taking an audience-led approach you’ll be able to make smarter decisions about how you spend your budget to maximise returns.
Key Takeaways
What are the opportunities of reaching your audiences programmatically
Why you should use a behavioural approach to programmatic planning and activation
Why effective measurement is critical in a programmatic strategy
Lottie Namakando - Head of Paid Media
Lottie oversees the paid media team, and manages the paid media advertising across PPC, paid social and programmatic advertising, as well as a focus on the overall digital user journey, from an audience-first approach. With a background in earth and planetary research, she loves a doughnut chart and a data table, really digging into the data to understand the results and opportunities. Lottie is possibly at her happiest finding tech solutions and ways to use data, AI and machine learning to take out the simple repetitive stuff, so we as a team can focus on the innovative, brain-powered stuff!
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Unleash your digital performance. Connecting your audience and their motivations with your brand to deliver exponential growth.
Reflect Digital is a performance marketing agency specialising in behavioural science and psychological nudges to help ambitious global brands and eCommerce businesses elevate their marketing approach.
www.reflectdigital.co.uk/
00:00 - Intro
00:49 - What is programmatic media buying?
01:42 - What problems can programmatic help solve for you business?
02:44 - Programmatic in the customer journey
03:09 - How does programmatic buying work?
06:20 - Building behavioural science into your planning process
07:41 - Considering where consumers develop trust
08:14 - Identifying what to say and how to speak to consumers
09:00 - Audience opportunities
09:17 - What is the future of 3rd party targeting for programmatic
10:33 - The DSP processes audience data for targeting
11:19 - Using geo-fencing to enhance targeting
11:54 - Customer considering the whole customer journey
12:59 - Where behavioural science fits in
15:39 - Integrating dynamic elements into your ads
16:05 - Integrating social proof into programmatic
17:07 - Generate engagement by asking your audience questions
17:38 - Make your ads playable
18:09 - Planet Sport
18:57 - Opayo
20:16 - Nulo
20:57 - Subway
21:38 - ABM approach to programmatic activation
22:12 - Measuring for success
26:30 - What can you do today?