Programmatic and Branding
The President and Co-Founder of Rocket Fuel, one of the forerunners of Programmatic Buying is forecasting the emergence of using RTB (Real Time Bidding) for Branding campaigns. Certainly, there is a side that this is being promoted by someone who could obviously benefit from this expansion but we do feel it’s a worthy exploration.
The author of this piece suggests he agrees: “...there are many richer, larger units available today that are really geared to convey brand stories in an engaging way. While there are myriad opportunities to tell those stories, there's very little scale of these kinds of units through real-time exchanges. However, in the months ahead, Frankel believes we will see publishers and the exchanges working harder to promote these brand-friendly ad units -- and push them to get greater scale so that companies like his can make them available in the market and deliver those results
They believe that pre roll will lead the force in this endeavour. Undoubtedly, there will be a bit of a leap of faith for advertisers, which can be likened to the jump from offline to online for branding purposes. We would bet, that with the increasing availability of large, richer formats, used in more creative ways, this could definitely be a scalable option for brand campaigns.