A few years back, apps were a must have for brands. Brands relied on apps to help reach out to patrons when announcing product releases and promotions. The investment for apps was well worth it, but since then things have changed. Today, instant messaging is taking over apps by connecting patrons and prospective customers.
Snapchat’s branded filters, which have been around for quite some time now, take advertisements to a whole new level. Many advertisers find branded filters to be an effective marketing medium because they make ads more fun and interactive by adding an augmented reality layer. But Snapchat isn’t stopping there; they keep finding methods to monetize the growing intersection of people and the digital world. Their latest ad concept, which encourages users to scan or “snap” an image to unlock content, could succeed where QR codes fail miserably.
As marketers look to scale many of their advertising efforts, it’s no surprise that there has been a huge boom in programmatic advertising. Now, a new report from the Association of National Advertisers and Forrester has found that programmatic advertising adoption doubled between 2014 and 2016.
Programmatic advertising is on the rise.
In 2014, just 35 percent of businesses said that they had made programmatic buys within the past year. This percentage leaped to 79 percent in 2016. Furthermore, 31 percent said that they have expanded their in-house capabilities to manage programmatic ad buying.
But why does programmatic advertising work?
Programmatic advertising revolves around the idea of automating the digital advertising process through technology, rather than manual processes. In turn, this boosts the efficiency of marketing teams and brands.
Programmatic and Influencer Marketing
There is no doubt that influencer marketing is on the rise. According to recent studies, businesses are making a larger than ever return on influencer marketing dollars spent, generating $6.50 in revenue for every $1 spent. With those kinds of returns, it is no surprise that 59% of marketers plan to increase influencer marketing budgets for 2016.
Influencer marketing can be an arduous and inefficient process for marketers looking to scale their efforts. In many cases, deals are negotiated directly with influencers, resulting in excessive time and money spent negotiating contracts, approving creatives, and managing inconsistencies in price and performance. Brands that are approaching the space in this way, need to rethink their process. Automating influencer efforts with a programmatic platform, like Fullbottle, allows advertisers to simplify the workflow and easily scale their efforts.
For more insight into how you can streamline your influencer marketing efforts to achieve scale, accountability and efficiency, contact Fullbottle today.
As brands turn to methods, such as influencer advertising, to achieve their marketing goals, statistics now show that they are also dedicating more of their budgets to these initiatives. A report titled, “U.S. Brand Activation Marketing Forecast 2016,” from the Association of National Advertisers has found that brands spend 60 percent of their advertising budgets on brand activation.
Brand activation is defined by the ANA as using tactics, such as influencer marketing and promotional content, to reach marketing objectives. The brand activation market is expected to top $595 billion in 2016. By 2020, this amount is expected to reach $740 billion.
Researchers estimate that media buyers now have more than 200 media outlet options to choose from when it comes to shopping. Technology and data are both impacting the media buying process in large ways, according to the report.
Because of the sheer number of media outlets, brands have an extensive amount of opportunity to reach out to their target audiences. However, the competition is stiff, and it can be difficult to break through the noise with the overwhelming number of companies vying for consumer attention.
Similarly, ad blocking has given more control to consumers on the Web, allowing them to select what they see while using the Internet. Ad blocking rose from 21 million users in 2010 to 144 million in 2014, according to Business Insider.
Today, the most successful brands are taking a savvier approach to marketing with influencer advertising. Working with trusted influencers who have established audiences is helping brands ensure that their messages are reaching their target market. Additionally, influencer marketing is helping more companies build their credibility in a crowded market.
Luckily, companies like Fullbottle are prepared to take on the volume of brands who are looking to team up with reputable influencers to achieve their marketing objectives. Similarly, Fullbottle works with influencers to help them find companies they’re passionate about promoting from a business perspective. Contact Fullbottle today for more information!