Connected TV (CTV for short) continues to grow and this time we met with Lisa Degerfeldt of Rakuten Advertising to talk about programmatic advertising and CTV.

Dwise: Hi Lisa, your title at Rakuten is Nordic Lead. What does that role entail? 

Lisa: Hello and thank you for your interest. Nordic Lead means that I am responsible for Rakuten's advertising portfolio in the Nordic region, primarily Rakuten TV.

About Rakuten & CTV

Dwise: Can you tell us briefly about Rakuten and your offer to advertisers? 

Lisa: Rakuten was founded in Japan as an e-commerce platform.

Rakuten TV, which is our primary product in the Nordic region, is a Connected TV application that is pre-installed on TVs from 2017 onwards. The application is also available as a button on many TV manufacturers' remote controls.

In our app you will find both a classic video on demand service and around 100 FAST channels, i.e. live TV. Our selection includes films, documentaries and series for every conceivable target group. If you like sports, we have a bunch of very good sports documentaries, but also lots of movies. At Rakuten, there should be something for everyone, whether you like fishing, music or cooking.

Dwise: Having also worked in traditional TV, how would you describe CTV advertising in relation to traditional TV advertising?

Lisa: I would say that CTV has the same great features as linear TV. The ads are shown on a big screen, always in full and there is always sound. This is in a fire-safe environment with well-produced content. CTV also has the advantages of being a digital media channel which means control possibilities, tracking etc.

Another advantage of CTV is that it opens the door for advertisers who do not have million-dollar budgets to advertise on TV. For example, we can control the postal code, which means that local advertisers can only show advertising in their local area. But it also works the other way, if you are a Nordic advertiser who wants to advertise in other European countries, you can make these ad purchases from Sweden. TV buys become more local and global at the same time.

We also have fewer advertising minutes than traditional TV. Our commercial breaks are two minutes long and a maximum of 5-7 minutes per hour. This compares with traditional TV, which has about double that.

Dwise: What makes Connected TV advertising different from other digital media that use video in their offering?

Lisa: Advertising on Connected TV means that you are shown on a large screen, with sound and that the viewer cannot rewind or skip the ad. You are usually watching with others and you have actively chosen the TV content. This can be compared to ads that are shown on a smaller screen, without sound and where you may not always see the entire ad, you have a completely different observation value on a CTV ad. ‍

Dwise: What are the main benefits for advertisers in choosing you? 

Lisa: We were one of the first companies to start with CTV advertising in Europe, so we have a lot of expertise in CTV. 

Another advantage is that - through our primary target group of 18-50 year olds - we reach the target group of 18-40 year olds, a group that is otherwise difficult to reach on linear TV and which is a must for building brand awareness in the long run. 

A third advantage is that you do not need a login on Rakuten. The content is free to consume, which means a low threshold to start watching. In a few years, I think we will not use the term CTV but instead say TV and Rakuten will be considered as any other channel.

Dwise: What is important for advertisers to consider when advertising programmatically with you? 

Lisa: A TV is owned by a whole household, unlike a mobile phone or tablet, which is usually owned by one person. You watch with other family members and there may be several different people in the household watching. This means that while a campaign is measured and sold on impressions, an impression is not the same as a person. In fact, one impression from a CTV can be several different people. This is important to keep in mind when evaluating a CTV follow-up.    

The future & trends

Dwise: How do you feel Connected TV advertising has evolved over the last few years? And what do you think the future holds? 

Lisa: A lot has happened in the last few years and even more will happen in the future. A study by Magnite in the US predicts that CTV investment will overtake investment in linear TV by 2025. Now we are a few years behind in Europe, but the viewing figures speak for themselves, so if you want to continue to reach viewers on TV, CTV is a must.  

Dwise: What do you think the future looks like for programmatic ad buying at Rakuten? 

Lisa: Many people who buy Rakuten today do so programmatically and in all likelihood this will grow further in the future.

Advertisements

Dwise: What are the most common spot lengths for Connected TV advertising and what are the benefits of each length?

Lisa: We primarily work with film lengths between 6-30 seconds. What is best is hard to say, it is usually about what the advertiser wants to achieve with their campaign.

Dwise: What to consider to produce a good Connected TV ad?
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Lisa: Usually you might think of CTV as a digital instream format, but this media type can be considered more like traditional TV, which means that audio and storytelling are more important. Of course, image and sound production should be of good quality. 

Dwise: What do you think are the main benefits of integrating Connected TV advertising into your media mix?

Lisa: CTV is a relatively new medium, but will become very large as viewers move from linear TV to streaming. What will affect the advertising minutes on CTV the most is when existing players such as Netflix, Disney etc. open for advertising. They already have high reach in terms of viewership. So I think it is good to grasp the medium now, test, learn, to have a ready-made strategy when Connected TV will be a must in the media plan.  

Dwise: Thanks Lisa!

Digital outdoor advertising is one of the media channels that, despite the recession and global crises, has not been negatively affected to the same extent as other media channels in terms of media investment. And we understand why. Outdoor advertising is not only an effective reach channel but also a media channel that allows advertisers to be creative and through creativity you can reach an otherwise hard-to-reach group, namely Generation Z. And that's what this blog post is about, inspired by an article from Vistar Media* published on The Drum, see link below.

The media landscape

Today, people are exposed to more information than they can handle and it is becoming more difficult for companies to attract attention and draw consumers to their product or brand.  

Young people have proven to be particularly difficult to reach as they are more likely to 'multitask'. Multitasking means that they spend their time on several different electronic devices at the same time, i.e. they switch between watching TV, their mobile phone or their laptop. Young people are also often more critical of advertising and have learned to filter and ignore advertising messages in the digital environment. For digital outdoor advertising as a media channel, this means that the ads displayed need to be extra creative and engaging to capture their attention, otherwise they will choose to opt out. Moreover, opting out of ads is easier in an outdoor environment than in a digital environment.

Generation Z

An example of a group with this behavior is GenerationZ. This generation is officially defined as people born between 1997 and 2012 (after the millennials) and is currently between 11-26 years old.

While many millennials can still remember a time before smartphones and widespread internet, Generation Z knows nothing but this digital and constantly connected existence. This generation was born in the digital age and the average Generation Z got their first smartphone before the age of 12.

Generation Z perceives OOH ads as less disruptive because they can choose not to be exposed to it, compared to, for example, an unskippable video ad on YouTube. It is also the case that OOH advertising has a unique position within the media landscape as it is not perceived as invasive to people's lives, their activities or the content they are exploring.

Read more here .

Then you reach Generation Z

Younger generations value personal and relevant communication. Therefore, as an advertiser, you need to be extra creative to get your message across. Understanding the preferences of your target audience and adapting your advertising strategy accordingly is crucial to reaching them. Ads that do not appeal to their interests, or that are perceived as boring and irrelevant, are likely to be ignored. 

Despite these challenges, it is still possible to reach young people effectively with digital outdoor advertising by creating engaging and relevant messages. Young people often prefer advertising that allows for interactivity and participation. Digital outdoor billboards with features such as QR codes, the ability to vote or interact via mobile apps can therefore be a successful choice for engaging young people.

Studies have also shown that the connection between digital outdoor advertising and social media is an important and exciting aspect that enables, for example, the display of real-time information such as hashtags, tweets or Instagram posts on the digital outdoor screen. This creates an interactive and dynamic connection between the outdoor screen and social media and is particularly relevant for the younger generation as they are more likely to share their experiences online.

If you want to reach out to this group, get in touch and we'll tell you more!

*Vistar Media is one of the largest programmatic outdoor platforms and helps advertisers get the most out of outdoor campaigns. 

What is local marketing?

Local marketing is about advertisers marketing themselves locally, i.e. in the area where they are located. A clear example would be "The restaurant on the corner", which targets its advertising to people living in the area and thus builds awareness of its brand. A local franchise is also a good example of a company using local marketing.

Reach your entire local customer base

Many media channels offer local advertising. All programmatically purchased media channels can be controlled at a local level, but you can also reach out locally with information via e.g. Google Ads and through social media such as Facebook.

Why is local marketing so effective?

Local marketing is often perceived as more personal and relevant because what is being marketed is actually located where the target group is. This is something the advertiser can exploit and, when done well, can strengthen the relationship between the company and the target audience.

Personalization for local marketing

In marketing, personalization is the key to creating close and meaningful communication with your target audience. Rather than using a blanket approach, personalization tailors your marketing to suit the preferences, behaviours and needs of individual customers. By delivering relevant content and offers at the right place and time, you can increase engagement, loyalty and conversions.

Personalization is about showing that you understand and care about each customer, creating stronger brand connections and increasing the chances of success in an increasingly competitive market.

Why Dwise for local marketing?

Programmatic advertising is an extremely effective way to buy media when you want to reach out locally. This is because all programmatic media channels can be geostyled down to a very local level. Through us you can reach out locally in media channels such as digital outdoor screens, podcast & online radio, Connected TV, online display and more.  

We have extensive experience in digital marketing in both B2B and B2C and solid knowledge of the entire marketing process: everything from strategies and marketing plan, choice of media channels, follow-up and reporting. We also have the knowledge to ensure that you reach your goals whether these are increased reach and brand awareness, engaging your target audience or converting to sales.

What is a media mix?

A media mix is exactly what the name suggests: a blend, or mix of different media channels. This can range from digital media like online display, connected TV, podcasts, online radio, social media like Facebook or Tiktok. It also includes influencers, but also traditional channels such as TV advertising or in newspapers.

By using a multi-channel strategy, you can get more out of your marketing and create a varied presence that increases your brand exposure and engages your audience on multiple levels. 

What are the benefits of a media mix?

Be seen where your customers are

Mixing different media increases the chances that your brand and advertising will be seen where your potential customers are. Whichever channel you are on, you can adapt your presence to the preferences and behaviors of your target audience.

Adapting messages to the customer's stage of the buying journey

With a media mix, your business can communicate in different ways to guide the customer from discovery to purchase by varying your content and adapting your message to different stages of the customer's buying journey. This can help increase conversion rates and sales. 

Mix different ad formats

A media mix allows you to use different ad formats to create a varied and interesting campaign. You can use video, audio, banners, native, branded content and much more to maximize your reach and creatively connect with your target audience.

Relevant content

At Dwise, we have been working in the industry for a long time and with that said, we have a lot of experience in the type of content that reaches and engages. We also have a creative production department that can help develop proposals and produce content for our clients. 

Adapt your media mix to your target audience

In order to adapt your media mix to your target audience, we need to understand what your target audience looks and behaves like and what your goals are for your campaign. Once we have this insight, we can create a media mix that really reaches the target audience and drives results. We can also help you understand your target audience even better by analyzing data and behavior in the different media channels. 

Optimizing the media mix

Once a media campaign is completed, we analyze the data and based on these insights, decisions can be made on whether the media mix should be optimized for future campaigns. This should be separated from the optimization and adjustment we make to your campaign during the campaign. We always monitor the performance of your campaign and review key performance indicators for your campaign. This allows us to make adjustments to maximize the effectiveness of your digital marketing, which in turn helps you get the highest possible return on your investment. 

What is targeted marketing?

Targeted marketing is a strategy that helps businesses reach out with their advertising to those customers who are interested in their products or services. Instead of 'shooting in the dark' with general advertising messages, you can reach your specific target audience and increase the likelihood of your prospecting success. 

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How does targeted advertising work?

Targeted advertising works through the use of advanced algorithms and data analysis that allow you to segment your audience based on demographics, geography, social and cultural aspects, behavioral patterns, and much more. 

We can help you reach out in media channels like TV (through Connected TV), radio and podcast, digital outdoor advertising, social channels like Facebook, Instagram or Linkedin. Simply where your target audience spends time. No matter what your audience looks like, you can reach them in real time and customize your ads to suit their interests.

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Benefits of targeted marketing

Targeted marketing is an integral part of a successful campaign and the benefits are many. Firstly, by focusing your advertising on relevant target groups, you increase the chances of your message reaching the right people. This leads to higher conversion rates and an increased return on your marketing investment.

Secondly, targeted marketing allows you to adapt your advertising campaigns to the preferences and behaviors of your customers. Personalization is key to creating strong bonds with your customers and building loyalty to your brand.

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Risks of targeted marketing

One risk with targeted marketing is the issue of privacy and data management, but with the right knowledge this is not a problem. At Dwise, we naturally have expertise in these matters, which often includes protecting customers' data and ensuring that all use is in accordance with applicable data protection laws. 

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Target your customer group

Demographic segmentation

Demographic segmentation allows you to reach your target audience based on their age, gender, marital status, social class and other basic attributes. Whether you are targeting young people who love technology or older people who are interested in gardening, or perhaps the other way around: young people who like gardening and older people who are interested in technology, we can help you reach this group. 

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Geographical segmentation

If your products or services are more relevant to specific regions or countries, we can of course target your advertising only to those areas. We have clients who want to reach out in Sweden, but we also work with clients whose target audience is outside our borders. 

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Social & cultural segmentation

Understanding cultural differences and social interests is essential for successful marketing. Here again, we can help you adapt your campaigns to fit into different social and cultural contexts, increasing your credibility and appeal to different segments.

We like audio advertising and in this post we'll tell you more about advertising on Spotify.

Benefits of advertising on Spotify

Promoting your business or brand on Spotify is a powerful way to reach a large and engaged audience. With over 365 million users worldwide, Spotify is a platform that offers music, podcasts and a mobile application that follows users throughout the day.

By advertising on Spotify, you can create strong connections with your target audience and make your brand heard in a way that reaches far beyond traditional channels.

About Spotify Advertising

Spotify also has a creative ad solution called Spotify Ad Studios where advertisers can reach their audience by creating customized and engaging ads for both music and podcasts. You can also choose between different ad types such as audio ads and video ads depending on the type of message you want to convey.

Get help from us at Dwise with advertising on Spotify

We consider audio advertising via Spotify to be a premium format. This is because the listener has often made an active choice of content and thus - according to studies - has a more attentive listening experience. 

Thanks to our good relationships and specialist expertise in audio advertising, we can quickly develop a tailor-made Spotify proposal for you to help you reach your target audience. 

Do not hesitate to contact us if you want to know more. 

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More listeners are choosing to consume music and podcasts, creating unique opportunities for advertisers to reach a large and engaged audience.

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We are once again moving into the landscape of audio advertising and this time we have spoken to Gabriel Nejse at Spotify. Gabriel tells us more about Spotify's offering, about the difference between advertising in a podcast environment versus a music environment. He gives tips on what you as an advertiser should consider when creating your audio spot and much more.

Happy reading!

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Dwise: Hi Gabriel, who are you? 

Gabriel: Hi! My name is Gabriel and I'm an Account Director at Spotify. I work to create and maintain long-term relationships with customers and partners who use the Spotify platform to reach their audience.

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Spotify's offering & thoughts on the future

Dwise: You are best known for music, now you have also started with podcasts. What is the difference for the advertiser between advertising in a music environment versus a podcast environment in your opinion? 

Gabriel: One of the obvious differences between music and podcast environments is the type of content that the advertiser is a part of, which affects how the advertiser reaches their audience. For example, in a music environment, ads are typically short and focus on delivering a message in an engaging way, whereas in a podcast environment, ads can be longer and more detailed because listeners expect a longer discussion.

Another difference is the target audience. By advertising a podcast on Spotify, you also reach paying subscribers. 

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Dwise: Tell us and the readers more about Spotify's offerings and what is the programmatic evolution of Spotify? 

Gabriel: We offer a wide range of ad formats such as audio, display and video ads, podcasts and playlist sponsorship. And of course, we also offer different targeting options based on geography, demographics and audience to help our advertisers reach a specific audience. 

An important part of our advertising offering is programmatic advertising, which enables the automated buying and selling of ad slots on the platform. Our programmatic advertising takes place through our self-service platform, Ad Studio, and through various DSPs. We have a long history of investing in technology to measure our advertisers' viewability and engagement, which in turn helps them understand which ads work best for their audience.

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Dwise: How has Spotify seen Online Music & Podcast advertising evolve over the past few years, and what do you think the future holds?

Gabriel: We see more and more listeners choosing to consume music and podcasts on platforms like Spotify, which in turn creates unique opportunities for advertisers to reach a large and engaged audience. Thanks to this, we have seen steady growth in Online Music & Podcast advertising over the past few years. The number of advertisers using the platform has increased significantly and we have continued to develop new advertising products and partnerships to meet the demand from our advertisers. 

There are also new technologies and formats that allow advertisers to reach listeners in a more personalized way. One trend we see is programmatic advertising and we at Spotify have invested in programmatic advertising products and partnerships to give our advertisers the opportunity to reach their target audience more effectively and to streamline their advertising. So we at Spotify think the future looks bright.

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Benefits & challenges of Music & Podcast

Dwise: What are the main benefits of Online Music & Podcast advertising? 

Gabriel: I would say that the main benefits are targeted advertising, high listener engagement, improved brand awareness, flexibility and measurability of advertising results. This makes it a cost-effective and measurable way to reach a relevant and engaged audience.

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Dwise: What would you say is one of the benefits of programmatic advertising? 

Gabriel: There are several benefits. Programmatic advertising has the potential to provide advertisers with better results because it provides more control over advertising and the ability to target specific audiences and optimize campaigns in real time. And because you control in real time, you have access to real-time data to measure and adjust performance immediately. It also automates the buying process, saving time and resources and enabling more effective advertising through advanced algorithms and machine learning.

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Dwise: Is there any particular type of advertiser or industry that would benefit more from Online Music & Podcast advertising in your opinion? 

Gabriel: As music and podcasts are part of many people's daily lives, we believe that all types of advertisers can benefit from this type of marketing. 

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Sound bites, industries & creative strategy

Dwise: What are some of the biggest challenges advertisers face when it comes to advertising in Online Music & Podcast? 

Gabriel: I would say as another wise man once said (Olle Bråne, Bauer Media), it's the production of audio. Most advertisers have a display or video strategy, but not everyone has an audio strategy, and here we have access to a range of professional audio producers who can create high quality audio content for ads, including copy, music, sound effects and voice recording.

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Dwise: What are the most common spot lengths for Online Music & Podcast advertising and what are the benefits of different lengths? 

Gabriel: The most common spot lengths are 20, 30 and 60 seconds. Ad lengths vary depending on the podcast or radio program, the target audience, and the goals of the ads. For example, a longer ad may work better to inform about a new product while a shorter ad may work better to build brand awareness.

Dwise: What to consider to produce a good spot for Online Music & Podcast?

Gabriel: You should have a clear and concise message. By this I mean that the spot should be able to quickly convey the brand's message and offer. Then it's important that the "tone" and voice of the spot is appropriate for the brand's personality and target audience. Similarly, music can help create a feeling and engage the listeners and here you should also think about using music that fits the brand's personality and target group. And of course, the spot should have a clear CTA, call-to-action. 

Something not everyone thinks about is that it can be wise to use different spots for different platforms and target groups. And then, of course, test and measure the results to see how the spot performs and if it needs to be optimized or adjusted to be more effective.

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Dwise: How does Spotify see the collaboration with Dwise and what benefits do you see that we at Dwise contribute?

Gabriel: I think our cooperation works very well! Both we and you have a strong position in the audio and podcast market: you offer knowledge and excellence together with an agile and efficient programmatic advertising platform, and we are one of the world's leading music and podcast streaming services. The result of our collaboration is an effective and measurable advertising experience for advertisers and a relevant and engaging audio experience for listeners on Spotify. Simply put, it's a win-win for everyone.

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Dwise: Thank you Gabriel for your time!

Digital outdoor advertising - reinforcing effects for other media types

Digital outdoor advertising (DOOH) is a media type that just keeps growing and growing. We at Dwise sat down with our friend Anders Persson, Director of Business Intelligence & Operations at Ocean Outdoor and talked about how DOOH has evolved recently. Anders tells us what benefits you can enjoy as an advertiser, what to consider for your DOOH campaign and the impact of programmatic technology on this media channel.

Dwise: Hi Anders, tell the reader, who are you?

Anders: My name is Anders Persson and I work at Ocean Outdoor Nordics and am responsible for what we call Operations, which includes our programmatic offer, audience measurement, research etc.

I have worked in the OOH/DOOH industry for many years and now have the pleasure of being part of the journey where DOOH is transformed into a full-scale broadcast channel, which takes the step into the programmatic environment fully.

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Digital Outdoor Advertising vs Traditional Outdoor Advertising

Dwise: How would you describe Digital Outdoor Advertising (DOOH) in relation to traditional Outdoor Advertising (OOH)?

Anders: The big difference technically, between digital and analog OOH, is that DOOH is a broadcast channel, where ads are distributed via a central Content Management System (CMS) to screens in different environments. This is in contrast to analog OOH, which is managed via traditional posterization.

OOH and DOOH are also distributed differently in terms of frequency and distribution. In the case of OOH, a certain part of the total stock of space is usually bought, but the advertiser almost always has 100% of the viewing time, while an advertiser who buys DOOH is often seen on several screens, but on a part of the total viewing time, which is called Share of Voice (SOV).

The use of DOOH is also increasingly different from OOH, as broadcast technology creates opportunities for the use of OOH/DOOH as a media channel. For example, DOOH is used more and more as an always-on channel and not exclusively as a campaign channel, and very often an always-on approach is combined with other channels in a campaign plan.

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The challenge often lies in the creativity

Dwise: What are some of the biggest challenges advertisers face when it comes to Digital Outdoor advertising?

Anders: The challenges are often about the design of creative material: should you have static, animated or full motion material? If you have previously used a lot of traditional OOH, design can be a challenge.

DOOH is generally easier to manage and thus has fewer challenges both in terms of planning and execution. For example, you can adjust the frequency in different venues/cities, materials can be reused or exchanged, you can buy parts of weeks or days. The possibilities with DOOH versus OOH are thus much more numerous, which in itself can also be a challenge.

Dwise: How can programmatic advertising help to overcome these challenges?

Anders: In the programmatic world, the buyer himself - from his buying platform - controls which material to use, which gives great flexibility if, for example, you want to change material. You can also use different materials on different deals and thereby test what works best and adapt and optimize along the way. In the programmatic world, where the omni-perspective is a common argument, it is also easier to get an overview of more channels when buying on the same platform.

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Development & Sectors

Dwise: How has Ocean Outdoor seen Digital Outdoor advertising develop in recent years, and what do you think the future has to offer?

Anders: It is primarily the digital share that has developed, DOOH distribution is getting bigger and bigger. In addition, technology is developing rapidly, which means that screen quality is improving all the time. This also applies to internet quality, which provides better performance and thus increased opportunities for more sophisticated solutions in the form of e.g. data management and the use of dynamic content.

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DOOH creates more dimensions of flexibility for the advertiser

Dwise: Is there any particular type of advertiser or industry that would benefit from programmatic advertising, in your opinion?

Anders: We see programmatic buying as an alternative way to buy Ocean Outdoor's products, so we do not see any major differences in terms of specific industries or advertiser categories. However, we see that programmatic buying adds additional dimensions of flexibility both for advertisers, buyers and publishers and thus it is suitable for advertisers who buy other channels programmatically, and for buyers with high expectations of flexibility in their media purchases.

Dwise: What advantages do you see in using programmatic buying to buy and sell digital outdoor advertising compared to traditional methods?

Anders: For Ocean, it is about following our customers' wishes, some buyers want to shop traditionally and some want to shop programmatically. In addition, programmatic trading generally adds a couple of dimensions of purchasing flexibility. Especially when it comes to starting and stopping purchases, optimizing campaigns and moving budgets between deals and the selection and access to data that can guide a programmatic purchase.

Dwise: How has programmatic buying changed the landscape of digital outdoor advertising and how does it affect you as an operator?

Anders: I would say that more advertisers and buyers - both on a local and international level - have gained access to DOOH as we see a lot of advertisers and brands coming to us now through programmatic platforms, which we didn't have as advertisers before.

We have also built up our own knowledge, skills and thus understanding of what programmatic buyers demand and based on new insights, we have been able to create packages and solutions that we did not have before.

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Considerations for DOOH ad formats

Dwise: What to consider to produce a good Digital Outdoor Ad?

Anders: It may sound obvious, but remember to design the ad based on DOOH's unique opportunities to reach out. This includes elements such as working with clarity, contrasts, having the product in focus and a sender that is visible throughout the ad.

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DOOH provides a reinforcing effect

Dwise: What are the main advantages of integrating Digital Outdoor Advertising in your media mix?

Anders: With its high reach and high observation, DOOH provides a fantastic reinforcing effect on other media types. One often talks about "priming effects" where DOOH with its unique properties, provides reinforcing effects to virtually all other media types.

Dwise: How do you see the collaboration with us at Dwise and what benefits do you see us contributing?

Anders: The collaboration with Dwise is fantastic fun. Dwise is partly unique in its kind with its specialist expertise in programmatic purchases. From day one, Dwise has challenged us with questions, requests and constructive suggestions that have driven us to develop and improve both technical set-up, business routines and product packaging.

Podcast & Online Radio - a great way to move brands and drive action

We continue our conversations with friends in the industry and the next man out is Olle Bråne of Bauer Media. Olle describes how listening through headphones creates a strong sense of intimacy and exclusivity for the user and predicts a bright future for this medium.

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Dwise: Hi Olle! We know you, but tell the reader who you are? 

Olle: My name is Olle Bråne and I am the Commercial Director for Programmatic Audio at Bauer Media. Together with fantastic colleagues at Bauer Media, I drive, refine and develop our programmatic product and strategy. 

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About Podcast & Online Radio

Dwise: How would you describe Podcast & Online radio advertising in relation to traditional radio advertising? 

Ole: Podcasts and online radio have a higher proportion of headphone listening, which contributes to an incredibly strong intimacy and exclusivity in the user experience. The advertiser gets a completely unique attention and exposure time when the listener is directly met by a preroll before their favorite podcast, or in the advertising package in their favorite digital radio station.

Dwise: Would you like to tell us more about Bauer's digital offering? 

Ole: Bauer Media has the largest digital audio inventory in Sweden! With a strong focus on the podcast portfolio, crime/storytelling and influencer podcasts top our listening lists. 

Mix Megapol, NRJ, Rockklassiker and Nostalgi are our biggest digital radio stations - famous Swedish classic brands! We also have an exclusive collaboration with Soundcloud where the advertiser reaches a young, forward-thinking and innovative target group.

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Challenges, the potential of sound and the future 

Dwise: What are some of the biggest challenges advertisers face when it comes to advertising in Podcast & Online radio? 

Ole: I would say it's the production of audio. Most advertisers have a display or video strategy, but not everyone has an audio strategy. Audio has an amazing ability to build memories and enhance display and moving image - this should be utilized to an even greater degree!

Dwise: How do you think programmatic advertising can help overcome these challenges?

Olle: We see more and more advertisers starting to buy audio programmatically with great success. The focus on producing great material will only increase. Audio has a great ability to move the brand and drive action!

Dwise: How has Bauer Media seen Podcast & Online radio advertising develop over the last few years, and what do you think the future holds?

Ole: We are in the midst of a digital audio boom where never before has there been so much consumption of streamed music, audiobooks or podcasts. At Bauer Media, we are at the forefront of digital audio where our priorities and investments are to stand firm against the future. Through these investments, our reach increases steadily year after year. Today we have Sweden's largest digital audio inventory with over 250 million impressions per month. This gives the advertiser very strong conditions to really get out into the community in a medium with long exposure time, high attention and fantastic contexts.

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Which industries should use audio advertising? 

Dwise: Is there any particular type of advertiser or industry that would benefit more from Podcast & Online radio advertising in your opinion? 

Ole: We have advertisers in all industries - from FMCG, finance and automotive to gaming, e-commerce and travel.

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Dos and don'ts for an audio spot

Dwise: What are the most common spot lengths for Podcast & Online radio advertising and what are the benefits of different lengths? 

Ole: 80% of our advertisers use 20-second spots. During this time, there is time to mention the brand at the beginning, middle and end and include other relevant info.

Dwise: What to consider to produce a good spot for Podcast & Online radio?

Olle: There is a lot to think about. It is important to have a conversation with the listener as opposed to the concept of "shouting the loudest". It is also important to get the most important part of your message first. Mention the brand early in the spot and preferably several times. 

You also want your message to make people feel something, so tell a story with emotion. Be careful with humor - it can be engaging, but it can also tire the listener. Then, of course, you should be clear, coherent and consistent in your communication. 

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Audio as part of the media mix

Dwise: What are the main benefits of integrating Podcast & Online radio advertising into your media mix? 

Ole: I would say that adding sound to your programmatic strategy is completely unique. Sound creates memory images, has a very high exposure time and drives search!

Dwise: How does Bauer Media see the cooperation with Dwise and what benefits do you see Dwise contributing?

Olle: You are incredibly far ahead in how you package your products, but above all how you run and optimize your campaigns. You have a mindset that includes, in an optimal way, building powerful and effective campaigns beyond the ordinary - always with the customer in focus and a tireless desire to do everything for the advertiser's best.

Dwise: Wow Olle, thanks for those words! And thanks for your time 🙂.

Ad blockers and their impact on marketing is a topic that has become increasingly relevant in the digital era. These tools, used by millions of internet users worldwide, aim to remove annoying advertisements and improve the browsing experience. But how do they really affect marketers?

First, ad blockers can have a negative impact on companies' revenue from digital advertising. When ads are not shown to users, they are less likely to interact with them or convert into customers. This can lead to lost opportunities and less visibility for the brand.

On the other hand, ad blockers can also be an incentive for marketers to create more relevant and engaging ads. When users block annoying ads, companies are forced to focus on creating ads that add value and attract the target audience instead of annoying them.

Finally, ad blockers can also push businesses to explore alternative marketing methods, such as influencer marketing, content strategies and social media to reach their target audience.

So while ad blockers can present some challenges for marketers, they can also be an opportunity to improve advertising and adapt to changes in digital marketing. It is important to understand and adapt to user preferences in order to continue to deliver relevant and valuable information to our audiences.

Programmatic Audio is a digital advertising strategy that involves buying and selling ads automatically and in real time on audio platforms such as radio, podcasts and music streaming services. 

Through programmatic audio, advertisers can reach a target audience with audio ads that are relevant to their interests and behaviors. That could include advertising on podcasts that revolve around specific topics, music streaming services where ads are customized by music genres, and radio stations that target specific demographic groups.

The benefits of programmatic audio include targeting based on demographics, geography, behavior and music preferences, and allowing advertisers to reach an engaged audience as they listen to audio content. By automating the buying process and using data analytics, advertisers can also optimize their campaigns and measure performance more effectively.

Connected TV - traditional TV on steroids? 

We're grateful to have such close partnerships with the big media houses, and to give an insight into how we work together to take care of our advertisers' business, we talked to some of our friends in the industry.

First up is Viktor Ekmark, Account Manager at TV4. Viktor gives his perspective on Connected TV advertising linked to programmatic advertising. He shares his thoughts on the benefits and challenges of Connected TV. He gives his view on the future of this media and also tips on how to think about the success of your campaign. And what exactly does he mean by "Traditional TV on steroids"?
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Traditional TV vs Connected TV

Dwise: Hi Viktor,

How would you describe Connected TV advertising in relation to traditional TV advertising?

Viktor: I usually say that Connected TV is traditional TV "on steroids". By that I mean that the experience for the viewer is more "maximized" with the large screen that the advertiser reaches the viewer on. Often there is also a high level of "co-viewing" which can be linked to the high level of attention that a TV experience creates for the viewer. 

Connected TV also enables tailored messages to specific viewers, which traditional TV cannot do.
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Challenges and strengths‍

Dwise: What do you think are some of the biggest challenges advertisers face when it comes to Connected TV advertising?

Viktor: I would say that the challenges arise when they start comparing Connected TV with other digital channels. The strength of Connected TV is precisely its impact and ability to influence the viewer in a relaxed mode, just as linear TV has done for many years before. To start comparing it to other digital channels means not seeing the medium for what it is. This in turn can create challenges that need not arise if the medium is better understood. 

Dwise: How would you say programmatic advertising can help overcome these challenges?

Viktor: Programmatic buyers often have a performance perspective, which is derived from internet advertising and how the buying platforms (DSP, Demand Side Platform) are created. As a market, we especially need to broaden the understanding of Connected TV, what its strengths are and how we set up our DSPs to buy Connected TV.
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The future is bright

Dwise: How has TV4 seen Connected TV advertising develop over the last few years? And what do you think the future has to offer?

Viktor: Since digital viewing has increased so much, it has also affected the development from our side. TV4 can offer more products and solutions as more players come in and this in turn creates a larger inventory for advertisers.

Regarding the future, I think it looks very bright and exciting for Connected TV and also for advertisers. Not least in Programmatic, which has the ability to connect multiple media channels within the same campaign. And with the increased number of viewers, there will be even better conditions to create more effective campaigns for the advertiser.
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For which industry is Connected TV suitable?

Dwise: Do you think there is any particular type of advertiser or industry that could benefit from Connected TV advertising?

Viktor: All advertisers in all industries need a strong brand and that's where TV and especially Connected TV comes in. As TV viewing becomes more digital, there are greater opportunities to reach smaller areas, or more customized audiences, while giving the advertiser all the benefits of how TV uses audio and video in a relaxed environment.
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An ad space without distractions

Dwise: What distinguishes Connected TV advertising from other digital media that use video in their offering?

Viktor: As I described earlier, Connected TV is like TV advertising "on steroids". On other digital media channels such as social media, where the user interacts via mobile and desktop, there is a risk of not only interference from the environment, but also from other advertisers/other messages directly on the platform. The difference is that Connected TV is just like regular TV: the advertiser gets the whole screen, the whole message reaches the audience and audio is also used.
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Consider this when producing a spot for Connected TV

Dwise: What are the most common spot lengths for Connected TV advertising and what are the benefits of each length?

Viktor: The most common spot lengths are between 15 and 30 seconds. A film length should be around that to give the advertiser the opportunity to convey a feeling and a message, thus influencing the recipient. There are, of course, shorter film lengths, but then the advertiser loses some of the very point of advertising on TV. Other digital media must work with smart short videos to stand out, while the advertiser through Connected TV can create films that make the viewer experience an emotion and make them remember the sender. I think most people can think of a handful of TV commercials that they have found funny.

Dwise: What should you consider to produce a good Connected TV ad?

Viktor: Keep in mind that the movie should appeal to a broader audience and don't overdo it. You never know when the viewer will be in need of your product/service and then you want the person to recognize you and know what you offer. 

Remember to work with longer messages and use voiceovers instead of text. Spots on Connected TV will always contain sound so you should take advantage of that. A commercial can be remembered for years. Do you remember Volvo's commercial with Zlatan in 2014?
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Grow with TV's impact‍

Dwise: What are the main benefits of integrating Connected TV advertising into your media mix in your opinion?

Viktor: The main benefits of integrating Connected TV into your media mix is the ability to use the power of TV to influence the wider audience. For advertisers who wish to grow, this broad group is very important to reach out to and they will be able to reach and touch new potential customers with their commercials. In this way, they have an impact in all parts of the customer journey.
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Working smart and with a flexible budget

Dwise: How does TV4 see the cooperation with us and what benefits do you see us bringing?

Viktor: I think our cooperation works very well! Since programmatic makes it possible for your advertisers to work with both smaller and larger budgets in a smart way with us at TV4, it helps more advertisers to see how powerful TV, and especially Connected TV is when used in the right way.

Dwise: Thank you Viktor!

DOOH - Digital Out-of-Home Advertising

We love digital out-of-home advertising, or DOOH for short, and in this blog post we'll tell you why. But let's start by defining what it is. 

What is DOOH?

Digital outdoor advertising includes all the digital screens you see around you on roads and squares, in public spaces such as metro waiting halls and escalators, central train and tram stations and shopping centers and malls. 

Digital signage and advertising space

For you as an advertiser, there are many opportunities with DOOH. In addition to the digital format that captures the attention of passers-by, we can direct your message by time, geography, weather and specific events such as events of various kinds. This gives you the opportunity to display your moving video ad in strategic locations where your target audience is active. 

Thanks to programmatic technology, several outdoor advertising operators can connect to the industry's buying and selling systems, which means that we can buy screens not only in cities in Sweden, but also in all countries connected to these systems. And they are not few. We can reach the entire Nordic region, the majority of European countries and also Asia, Africa and the USA. 

Common terms in DOOH

There are three common terms in DOOH that are good to know. These are:

Spot length: Spot length refers to the time your advertisement is displayed on the digital billboards and advertising spaces. 

Format: DOOH offers a variety of formats to suit your advertising. Whether it's a short video, a still image or a combination of both, you can create an engaging and dynamic campaign that captures the interest of passers-by. Recently, 3D formats have also been launched, which is incredibly effective and requires its own blog post, so stay tuned. 

Share of Voice: Share of Voice refers to the percentage of total advertising time that your campaign occupies relative to other advertisers. By increasing your share, you can ensure that your brand is clearly visible and stands out from the competition. However, when you buy DOOH programmatically, you buy on impressions.

How do I buy digital out-of-home ads?

Indeed, buying digital outdoor ads has never been easier and today's technology enables efficient campaigns in terms of time and cost, but also in its accuracy. By using data and analytics, we can help you optimize your campaign and maximize its effectiveness.

How much does DOOH cost?

The price of digital out-of-home advertising varies depending on various factors such as the choice of locations, the length and scope of the campaign, and competition in the market. The best way to get an accurate price estimate is to contact us. 

Now you know why we love DOOH as a marketing channel. 

A marketing plan is a strategic plan that defines how a company will achieve its goals and engage its target audience. In order to create a successful marketing plan, it is important to follow a few key steps.
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Objectives and Target Audience: Clarify your objectives and define your target audience. What do you want to achieve and who do you want to reach?

Market analysis: Evaluate the market, competitors and trends. Understand your competitive advantage and how you can stand out.

Positioning and Messaging: Define your business positioning and create compelling messages that speak to your target audience.

Marketing strategy: Decide which channels you will use to reach your target audience, such as social media, content marketing or advertising.

Budget: allocate resources and set a budget for your marketing activities.

Tactics and Actions: Plan specific tactical steps, such as launching campaigns or events.

Timeline: Create a timeline for your marketing activities and set deadlines.

Measurement and evaluation: Specify how you will measure success and what will be monitored. Analyze the results and adjust your plan if necessary.

Flexibility: Be prepared to adapt your plan depending on changes in the market or performance.

By carefully following these steps and adapting your marketing plan to your specific situation, you can increase your chances of reaching your business goals and create a more successful market presence.

A campaign plan is a strategic plan for creating successful marketing campaigns. It includes information on:

• Campaign objectives
• Target group information
• Media channels and possible controls
• Timetable
• KPIs

A strong brand is one of the most valuable assets a business can have, but building a successful brand requires time, commitment and strategy. In this blog post, we will explore, at a basic level, some principles of branding.

1. Clarify your brand identity

Before you can start building your brand, you need to have a clear idea of what the brand should represent. 

You also need to define your target audience and understand their needs and desires. This is the foundation of your brand identity and should guide your decisions in the future.

2. Create a strong visual identity

Setting your company's logo, colors and typography is important to create recognition and coherence in your brand communication. It is often wise to invest in professional graphic design as it can help you create a consistent and memorable visual identity.

3. tell a story

You have probably heard of "storytelling"? People love listening to and learning about stories, so this is an effective way to build a brand. By finding an engaging way to convey your values, your product or service, who you are, etc. you can create a stronger connection with your target audience.

4. Create valuable content

One way to build your brand is by providing valuable content that interests and engages your target audience. Blog posts, articles, videos and social media are all platforms where you can share relevant information and perhaps establish yourself as an expert in your industry.

5. Build relationships and loyalty

Branding is not only about reaching new customers but also about retaining them. It's important to create a strong customer relationship by being available, listening to feedback and for many, often larger companies, it can also be wise to offer exceptional customer service. Loyal customers can become your best ambassadors and help spread your brand.

6. Measure and adapt_200D↩

To be successful in brand building, you need to be able to measure your success. Use analytical tools to track your brand's performance over time. If you see that certain strategies are not producing the desired results, be prepared to adapt and change course.

Why you should put some extra effort into creating creative ads

Some people find advertising annoying, others find it entertaining. For those who manage to create a truly entertaining or moving advertising campaign, there is much to gain. Here are five reasons to put some extra effort into creative design.

Attention

In today's digital world, we are constantly bombarded with ads. Therefore, it is important to use creativity to stand out and get people's attention. By using creative images, text or video content, you can entice potential customers to stop and look.

Memory value

A creative ad is also more likely to be remembered. People are more likely to remember ads that have something that stands out, such as humor, surprise or emotional elements. By using creative ideas, you can increase the chances that your ads will be memorable and lead to increased customer loyalty.

Differentiation

By using creative ads, you can differentiate yourself from the competition. If your ads are different and stand out from what is expected, it can help build a stronger brand and increase customer loyalty.

Sharing

A creative ad can also encourage sharing on social media. If an ad is entertaining or thought-provoking enough, it can make people want to share it with their friends and family, which can lead to increased exposure for your business.

Better return on investment

By using creative ads, businesses can create more effective campaigns and get a better return on their investment. An ad that engages and influences people is more likely to lead to sales and increased customer loyalty, which can lead to higher revenues and profitability for your business.

How do you know if your marketing is really working? The answer lies in measurability.

Measurability is about being able to quantify and analyze the impact of your marketing. It means collecting data and using it to evaluate whether your marketing efforts are producing the results you want. Here are some important aspects to keep in mind when it comes to measurability in marketing:

Set clear objectives: Before you start your marketing campaign, you need to set clear and measurable objectives. What do you want to achieve with your marketing? Is it increased sales, more leads or increased brand awareness? Having clear objectives makes it easier to measure the effects.

Use the right metrics: There are many different ways to measure the impact of your marketing, and it's important to use the methods that are most relevant to your goals. This could include measuring web traffic, conversion rates, social media engagement or customer surveys.

Analyze data regularly: Measurability is not only about collecting data, but also about analyzing it regularly. Make it a habit to review the results of your marketing efforts to see if you're getting closer to your goals. If they are not, you may need to adjust your strategy.

Test and optimize: Marketing is an ongoing process, and there is rarely a "one-size-fits-all" solution. By testing different strategies and ads, you can find the ones that perform best. Optimization is the key to improving your marketing efforts over time.

Return on investment (ROI): Measuring your marketing ROI is crucial to understanding whether your efforts are providing a return on investment. ROI compares the cost of your marketing to the revenue it generates. If your ROI is negative or too low, it may be time to reconsider your strategy.

Use the right tools: There are a variety of tools and software that can help you collect and analyze market data. Invest in the tools that are most relevant to your needs and can give you the insights you need.

Opportunities with banner advertising

Do you want to promote your business and reach your target audience with your brand communication in an effective and visual way? Then banner advertising is a powerful strategy for your digital marketing. Web ads, which are ads in different formats and sizes, allow you to appear in different places on the internet and communicate your message in an engaging way.

Challenges with banner ads

One of the most common challenges with banner advertising is something called 'banner blindness'. This means that people have become accustomed to ignoring or not even noticing banners on web pages. This can be frustrating, especially if you spend time and resources creating banners that don't get the attention they deserve.

How to create banner ads

This can of course be solved and below we list some key factors for creating banner ads that really capture the attention of your target audience. 

Popular banner ad sizes

There are several common banner ad sizes that work well on different websites and mobile applications. Popular sizes include 320x320, 320x480, 300x600 and 980x240. By adapting your ad to these sizes, you can reach a wider audience and increase the chances of your ad being seen.

Common banner ad formats

Besides size, it is important to think about the format you use for your banner ad. For example, you can use static images, animated GIFs, HTML5 or even videos/MP4 to make your ad more interactive and engaging.

Example of banner advertising

An example of banner advertising is this: 

Imagine you run a clothing company and want to promote your new summer collection. You can create a banner ad with an inspiring image and an enticing CTA (Call-to-Action) that encourages users to click to shop the collection. By placing this ad on relevant sites with fashion-conscious audiences or on the popular Google Display Network, you can reach people who are interested in fashion and increase the chances of them visiting your website.

Responsive ads in banner advertising

Another exciting development in banner advertising is responsive ads. With responsive ads, you can create a single ad that automatically adapts to different screen sizes and devices. This means that your ad will look great whether it is displayed on a computer, a mobile phone or a tablet. This is especially useful in today's mobile landscape, where people are constantly switching between different devices. By using responsive ads in your banner advertising, you can ensure that your ad always looks professional and attractive, no matter how it is displayed.

Programmatic advertising + banner advertising = true

Buying banners via programmatic platforms creates additional opportunities to streamline your campaigns. 

Programmatic advertising allows you to use advanced algorithms and data to optimize your ads and ensure they reach the right person at the right time. You can target specific demographics, behaviors, interests, and even geographical locations. This helps you avoid wasting resources serving ads to people who are not interested in your offer and instead focus on those who are most likely to convert.

Frequently asked questions

Now you may have some questions about banner advertising. Below we answer some of the most common questions:

Where do my banner ads appear?

Your banner ads can be displayed in different places on the internet, including premium sites/publishers, mobile applications and ad networks such as the popular Google Display Network. By choosing relevant locations for your target audience, you can maximize the visibility and impact of your ads. 

How much do banner ads cost?

The cost of banner ads varies depending on factors such as ad location, ad size and market competition. Typically, you pay per thousand impressions (CPM). It is important to consider your budget and objectives when planning and optimizing your ads.

Are banner ads effective?

Banner ads can be very effective if created and optimized properly. By targeting a specific audience, using engaging content and using data to optimize your ads, you can achieve impressive results and increase your marketing ROI.

What formats to use in banner advertising?

There are different formats to choose from in banner advertising, including static images, animated GIFs and videos. The best format depends on your message, your target audience and your marketing objectives.  

Omnichannel marketing is an advanced marketing strategy that aims to create a seamless and coherent experience for customers across different communication channels and platforms. Instead of seeing each channel as separate, omnichannel marketing integrates all channels so that customers can switch between them seamlessly without losing continuity.

In an omnichannel marketing strategy, the customer experience is central. Companies focus on creating a unified and consistent brand experience whether the customer is interacting online, in physical stores or through other channels. The goal is to offer customers a seamless and personalized experience no matter where they are in the buying process.

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Header Bidding is an advanced digital advertising technology that aims to maximize revenue for publishers by creating an open and competitive bidding environment for ad slots. This enables publishers to receive bids from multiple ad networks and ad exchanges at the same time, before the page loads, to ensure they get the best possible price for their ad slots.

Here is a guide to using Header Bidding:

Understand Basic Concepts: Understand how header bidding works and how it can benefit your revenue as a publisher.

Choose a Technical Solution: Choose a Header Bidding technical solution or platform that suits your needs. There are various technology providers and services available.

Implement Code: Integrate the necessary Header Bidding code into your website or app. This may require technical expertise or help from developers.

Connect Ad Partners: Connect your preferred ad networks and ad exchanges to the Header Bidding platform. This means creating connections and defining bidding rules.

Configure Auction: Configure auction settings to determine how bids will compete and which networks will participate.

Test and Optimize: Test Header Bidding on your website and monitor the results. Optimize as you go and adjust your settings to achieve the best possible results.

Measure Results: Use analytics tools to measure how Header Bidding affects your revenue and performance. Compare it to previous ad strategies.

Adjust Strategy: Adjust your Header Bidding strategy based on results and insights. Consider adding or removing partners and optimizing settings.

Header Bidding can be technically challenging, so it may be wise to work with technical experts or consultants to ensure proper implementation and effective use of the technology. By using Header Bidding, publishers can increase their advertising revenue and create a more competitive advertising environment for their digital ad sites.

An ad network is a digital hub that acts as an intermediary between advertisers and publishers of websites or apps. Its main function is to facilitate the process of buying and selling advertising space. Ad networks collect ad slots from different publishers and make them available for advertisers to buy.

Through an ad network, advertisers can reach a wider audience by buying ad space in several different places at the same time. Publishers, on the other hand, can benefit from ad networks by filling their empty ad slots with relevant ads and generating revenue.

Ad networks often also offer different types of targeting and reporting options to help advertisers reach their desired audience and measure results.

Vertical Video is a type of video format that is optimized for viewing on vertical screens, such as smartphones and mobile devices. Instead of the traditional horizontal format, Vertical Video adapts to the way people normally hold their phones - upright.

The vertical format has become increasingly popular due to its ease of use and ability to better fill the screen on mobile devices. This type of video is perfect for social media platforms such as Instagram Stories, Snapchat and TikTok, where users interact with content on their mobile phones.

As for format sizes, they can vary depending on the platform, but here are some common dimensions for Vertical Video:

Instagram Stories: 1080 x 1920 pixels (9:16 aspect ratio)

TikTok: 1080 x 1920 pixels (9:16 aspect ratio)

Snapchat: 1080 x 1920 pixels (9:16 aspect ratio)

The importance of getting it right when budgets are tight

The turmoil in the world is palpable and we note in conversations with companies and partners that many have had to rethink their marketing budgets. Stefan Walin, Partner at Dwise Media explains.

We see an increased caution among companies in terms of media investment and the importance of hitting the 'right' target has become even more critical.

According to Stefan, programmatic advertising can contribute to more cost- and time-efficient media buying.

- Programmatic advertising has revolutionized the advertising industry by making the buying and selling process faster, smoother and more cost-effective, continues Stefan. For ad buyers, according to Stefan, this is a very beneficial system that can save time and money, while reaching the right audience with the right message.

Programmatic advertising saves you time and money

Time and cost savings are the main benefits of programmatic advertising. This is possible because lead times, both in terms of planning, publishing and report collection, are shortened through this type of efficient and smart technology. You as an ad buyer can thus work much more "adhoc" with your strategy, which we know is appreciated in e.g. a recession.

Increased precision and relevance

Programmatic advertising also provides a higher degree of precision and relevance. Thanks to programmatic technology, it is possible to collect large amounts of data on user behavior and preferences, and thus use this information to better target advertising. This targeting of advertising can lead, for example, to higher click-through rates (CTR) and improved conversion rates, which in turn results in a higher return on advertising investment.

Full control over your process

A further advantage of programmatic advertising is that it provides full control over the advertising process.

Ad creation and optimization can be done more efficiently and in less time, while being able to measure and analyze results in real time. Programmatic advertising also makes it easy to adjust a campaign in real time if it is not producing satisfactory results. This will save both time and money as opposed to having to see the results afterwards and having to act on them in order to achieve set goals.

Thank you for your time 🙂 .

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Private Marketplace, abbreviated as PMP, is an advanced model in programmatic advertising where a publisher offers a select number of advertisers access to their ad slots through an exclusive and private auction environment. This allows advertisers to purchase ad space on a specific website or group of websites with greater control and exclusivity compared to the open real-time bidding (RTB).

PMP enables publishers to create a customized auction environment where they can handpick and limit which advertisers have access to their ad slots. This is particularly useful for protecting brand integrity and ensuring that ads are displayed in a quality and relevant environment.

For advertisers, PMP offers a chance to reach an engaged audience on high quality websites and apps, with more visibility into where their ads appear. It also provides the opportunity to negotiate prices and contracts directly with the publisher.

The PMP model combines the benefits of real-time bidding with exclusivity and control. It provides a balance between automated ad trading and quality control, which is particularly valuable for both publishers and advertisers who want a more customized and controlled advertising experience.

The stark reality is a technical one

Humans are generally not very fond of change. Change often means that something is unknown and when something is unknown our reptilian brain will interpret it as threatening. For those of us in the media business, we see this in some media buyers through their reluctance to embrace programmatic technology. However, we dare say that the situation is such that the media buyer who does not keep up with technological developments risks being "left behind" in an industry that is constantly changing. And since programmatic is one of the newest technologies in digital advertising, it is an important technology to use.

Below, we address some of the risks media buyers who do not embrace programmatic advertising could face:

Missed range

Programmatic advertising can help reach a broader and more specific audience through the use of data and AI-driven technologies. If a media buyer does not use programmatic advertising solutions, they may miss the opportunity to reach relevant audiences and therefore not achieve the desired reach and goals.

High advertising cost

Through programmatic advertising, media buyers can achieve a high degree of precision and efficiency in their advertising efforts. If media buyers do not use programmatic advertising, they may have to spend more resources and time manually finding and managing advertising space, which can lead to higher advertising costs.

Lack of analysis and optimisation

Programmatic advertising allows media buyers to gain detailed analytics and insight into their advertising campaigns. This helps them to optimise their advertising strategy and thus improve results over time. If a media buyer does not use programmatic advertising, they may lack this valuable insight and therefore have difficulty optimising their advertising strategy.

Loss of competitive advantage

Programmatic advertising is an increasingly common method of advertising on digital platforms, and media buyers who do not embrace the technology may lose their competitive advantage against other media buyers who use programmatic advertising solutions.

Finally, what if we reverse the perspective? What does it mean if media buyers embrace programmatic technology? Well, we would say that they open up opportunities to effectively reach their target audience and optimize their advertising strategy, which in turn can lead to lower costs and increased competitive advantage.

With that, we wish you a nice week!

Multichannel marketing is a marketing strategy in which companies use several different communication channels to reach and engage their target audience. Instead of relying on a single channel, multichannel marketing uses a combination of offline and online channels to communicate with customers in different ways.

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Programmatic native advertising is a strategy where ads are bought and sold automatically through real-time bidding, while matching the style and content of the platform on which they appear.

Native advertising aims to make ads blend in with the surrounding content on a platform, making them feel more relevant and less distracting to users. Programmatic native combines this idea with automated ad trading and targeting.

In programmatic native advertising, bidding and auctioning takes place in real time to ensure that the ads are adapted to the style and user experience of the platform. By using data and algorithms, ads can be delivered to relevant audiences at the right time and place.

The benefits of programmatic native advertising include higher engagement and reduced user disruption, which can lead to better results for advertisers. Ads that blend in naturally are more likely to attract attention and create a positive impression.

By combining programmatic technology with native advertising, advertisers and publishers can create a balance between automated ad management and customized ads that fit naturally on the platform. This makes programmatic native advertising a powerful strategy for reaching audiences in a more discreet and relevant way.

Segmentation is a marketing strategy that involves dividing a broad audience into smaller, specific segments based on common characteristics or behaviors such as demographics, geography, behavior, or psychographic factors. The goal is to better understand and reach each segment with tailored messages and offers relevant to their needs and interests as this increases the chances of engaging and converting customers, as the message is adapted to the unique nature of each segment.

Programmatic and the different media channels

Most media buyers have probably experienced the complexity of reaching their target audience in the right place at the right time. Because programmatic advertising is a technology that uses machine learning and artificial intelligence to automate the digital advertising buying process, it creates opportunities to buy ads on multiple media channels simultaneously. Read more about our media channels here.

Benefits of crossing multiple media channels through programmatic advertising

The benefits of using programmatic advertising across multiple media channels are many. First, you can reach your target audience in multiple locations and with relevant advertising. By tailoring the ads to the behavior and interests of the target audience, you also increase the chances of capturing their attention and getting them to act on the ad.

Secondly, using programmatic advertising can save time and money. Instead of buying ads on different media channels separately, the buying process can be coordinated on a single platform, making it possible to streamline the management of ad campaigns and optimize the investment in advertising.

Finally, by using programmatic advertising across multiple media channels, you can also get a better insight and overview of your campaigns. By gathering all data and analytics on a single platform, you can easily get an overview of your campaigns and optimize them based on the behavior and interests of your target audience.

Potential pitfalls

Of course, there are potential pitfalls to be aware of when planning a programmatic ad campaign with multiple media channels involved at the same time. Parts that require extra attention, knowledge and preferably experience from you as a media buyer are: target group, material, budget management and measurement of the campaign. But as chatGPT answers the question about the potential risks of programmatic advertising that includes multiple media channels at the same time, there are ways to reduce the risks: 

"Dealing with the challenges can require specific skills and expertise in the field, which is why many companies choose to hire a specialized ad agency or consultant to help with programmatic advertising. Working with experienced experts can reduce the risk of problems and ensure that the campaign reaches its goals and delivers a good result."

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Myths about programmatic

We who work with programmatic sometimes encounter some outdated ideas about our favorite subject, and therefore we thought we would devote this blog post to breaking these.

Myth #1: Programmatic advertising leads to lower quality of ad impressions

There is a historical perception of programmatic advertising as secondary sorting of ads in terms of placement and format, and that the ads can end up anywhere. Simply that there is no control over the flow. This is completely wrong. Instead, programmatic advertising contributes to increased ad quality by reaching a more relevant audience. Also, not everyone knows that the big media houses and publishers are connected to the programmatic trade, that it is an established business line for them.

Myth #2: Programmatic advertising is only for big companies with big budgets

This is also a myth. Programmatic has become increasingly accessible to businesses of all sizes. Because programmatic advertising allows for various controls such as geofencing, retargeting, different types of audience data, etc., it also enables smaller businesses to get a great return on their media budget.

Myth #3: Programmatic advertising is easy and requires no strategic planning. Maybe we can do it ourselves? 

This is a risky myth that can lead to ineffective and unsuccessful campaigns. Programmatic requires careful strategic planning, knowledge and monitoring to ensure that campaigns deliver results and that budgets are used effectively.

Myth #4: Programmatic advertising is just about buying ads online

This is a common misconception. Programmatic is not just a technology for buying ads online but rather a set of processes used to automate the entire ad buying and selling process including formats such as digital outdoor advertising, connectedTV, online radio and podcasts. 

Thanks for reading!

Public transport provides effective opportunities for businesses to reach a wide and varied audience. By advertising on public transport, businesses can promote their products and services in a way that reaches both locals and visitors. But how does it really work? And what does it cost to advertise on public transport?

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How does advertising in public transport work?

Public transport advertising can be in the form of advertisements on buses, trains, subways, commuter trains, trams, central stations and bus stops. These ads can be in different formats such as digital screens, known as Digital Out of Home Advertising (DOOH), or posters known as Out of Home Advertising (OOH). 

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There are usually two main types of advertising in public transport:

Stationary advertising: This type of advertising is most often found at bus stops and stations. It can be posters or digital screens and this type of advertising is visible to anyone passing through the stop or station.

Mobile advertising: Mobile advertising campaigns mean that the advertisement is placed on the means of transport itself, such as buses, trains and subways. These ads can be either on the outside of the vehicles or inside them, thus reaching those who are at the location of the vehicle. 

You may want to know that there are special rules for specific industries such as gambling companies, companies selling alcohol or products containing nicotine. 

To buy an advertising campaign on public transport, you can contact the retailer directly, but many advertisers work with media agencies who are used to and experienced buyers of media space. A media agency can help with media strategy, negotiating prices, booking and monitoring the campaign. 

By buying public transport outdoor campaigns programmatically, you as an advertiser can get hand-picked digital screens from multiple publishers, which is unique to the programmatic buying approach. The advantage of this is that you can "own" a space with your message. 

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How much does advertising on public transport cost?

The price of advertising on public transport depends on several factors: where you as an advertiser want your message to be seen, any targeting you want and the length of the campaign. For example, it costs more to be seen in places where many people move around than in smaller towns. 

If you are curious or have questions, feel free to contact us! 

A dear child has many names

Programmatic, programmatic advertising, programmatic commerce, programmatic advertising, programmatic marketing. Or why not automated advertising, machine learning-based advertising and AI-based advertising. All these terms refer to the same technology and processes used to buy and sell digital ads in real time using automated systems and algorithms.

In this post, we go through in a little more detail how programmatic advertising works.

What is programmatic advertising?

Programmatic advertising is a rapidly growing method of digital advertising that has changed the traditional way of buying and selling ads. It is an automated method of buying and selling digital ads in real time through the use of technology and algorithms. Programmatic advertising allows for optimization based on audience data and online behavior, increasing the efficiency and accuracy of digital advertising.

What is a DSP?

To understand how programmatic advertising works, it is important to understand the two main systems used - DSP (Demand Side Platform) and SSP (Supply Side Platform). DSP is a platform for buyers to buy ads and SSP is a platform for sellers to sell ads. When a DSP chooses to buy an ad slot, it is matched with an available ad slot on an SSP, and an auction starts. It is in this auction that the highest bidder gets the ad slot. The auction takes place in real time and is called Real Time Bidding (RTB).

Buyers can select several parameters in the DSP to achieve their goals, such as geography, age, gender, publisher, time of day, media channels and ad materials. Programmatic advertising allows for targeted advertising to a more specific audience, which can increase efficiency and ROI.

Advantages of Programmatic Advertising?

The benefits of programmatic advertising include increased precision and efficiency, increased ROI, the ability to target a specific audience, and increased transparency. By using data on consumer behavior, ads can be targeted to people who are more likely to make a purchase or perform a desired action.

Short and sweet

To summarize, we can break this down into three points.

- Programmatic advertising is an automated method of buying and selling digital ads in real time using technology and algorithms.

- It is an effective method of targeting ads to a specific audience and increasing the return on investment.

- By using consumer behavior data, ads can be targeted to people who are more likely to make a purchase or perform a desired action.

Retargeting is a digital advertising strategy that focuses on reaching users who have previously interacted with a website or app. The aim is to rekindle their interest and increase the chances of them completing a desired action, such as making a purchase or filling out a form.

When combined with programmatic advertising, where ads are automatically bought and sold in real time, retargeting becomes even more powerful. By using data and algorithms, advertisers can identify users who have shown interest in their product or service and then deliver relevant ads to them across platforms and devices.

An interesting aspect is Behavioral Retargeting, where users' behaviors and activities on websites are analyzed to create more personalized ads. In addition, there are other types of retargeting, including Search Retargeting which is based on users' search behaviors and Dynamic Retargeting which customizes ads based on products the user has viewed.

Retargeting combined with programmatic advertising creates an effective and automated method of reaching an audience that has already shown interest. It allows advertisers to increase conversions by offering relevant and personalized content to potential customers across different digital channels.

The acronym CPM hides the concept of Cost per Mille, an important measurement in digital advertising. CPM stands for cost per thousand impressions and indicates the price advertisers pay for their ad to appear a thousand times on a website or digital platform.

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CPM is used to measure the cost of advertising in relation to the exposure of the ad. It helps advertisers and ad buyers assess the cost-effectiveness of their campaigns and compare different advertising opportunities. A lower CPM means that the cost per impression is more favorable, while a higher CPM may indicate a more expensive exposure for the ad.

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By understanding the CPM value of different advertising venues, businesses can make more informed decisions about where to place their ads to maximize their budget and reach the right audiences in a cost-effective way.

A demand-side platform, abbreviated DSP, is a digital platform used by advertisers and advertising agencies to manage and optimize their ad campaigns on different digital channels. With a DSP, advertisers can buy ad space in real time from different ad exchanges and publishers. The platform enables advanced targeting based on factors such as demographics, interests and behavioral patterns of the target audience. 

DSPs automate the bidding process and allow advertisers to adjust their bids and campaigns in real time to achieve the best possible results. By collecting and analyzing data, DSPs can help advertisers make more informed decisions and reach their specific audiences more effectively.

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A supply-side platform, abbreviated as SSP, is a digital platform used by publishers for websites, apps, streaming TV, digital billboards and other digital media. The goal is to manage and optimize the sales of their ad slots. 

Through an SSP, publishers' ad space is made available to advertisers via various ad exchanges. This platform enables price management, control of which advertisers have access to the ad space and optimization of sales revenue.

A Data Management Platform, often abbreviated as DMP, is a digital platform designed to help companies collect, organize and leverage their data resources in an intelligent way. Through a DMP, companies can collect and integrate data from different sources, such as websites, apps and other digital channels. This data often includes information about user behavior, preferences and interactions.

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What makes a DMP valuable is its ability to process and segment data to create deeper insights into target audiences and customers. By using advanced analytics tools, companies can identify trends, patterns and segments of the users who visit the site. These insights help companies create more relevant and engaging marketing, thus improving the user experience.

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Another significant aspect of a DMP is its ability to integrate and share data with other platforms, such as demand-side platforms (DSP) and customer relationship management (CRM) systems. This allows for a seamless transfer of data to effectively target ads, personalize campaigns, and improve overall marketing strategies.

If your marketing doesn't reach your target audience, you've thrown your money away. It may sound harsh, but it's true. That's why in this blog post we'll cover some of the things you need to know to understand your target audience and find strategies on how to conduct an effective audience analysis to optimize your marketing strategy. 

Why is target group analysis important?

Audience analysis is arguably the heart of a successful marketing campaign. By knowing your audience's preferences, interests and tastes, you can create relevant and engaging content that speaks directly to them.

A thorough audience analysis will also help you avoid wasting money on reaching people who are not interested in your offer, thus increasing your conversion rate Another strong benefit is the ability to build strong customer relationships.

How to conduct an effective audience analysis

The first step is data collection. Collect as much data as possible about your target audience. This includes demographics, interests, behavioral patterns and buying habits.

The next step is to divide your target audience into different segments based on common characteristics. This could be age, gender, geographical location, interests or behavioral patterns.

Based on your segments, you can create personas. These are detailed "fictional" people who represent different segments of your target audience. This helps you put yourself in your customers' shoes and create more relevant content.

Of course, as a programmatic media agency, we want to champion programmatic advertising to reach your target audience in real time as it allows you to deliver personalized ads to the right people at the right time.

Then you also need to measure and analyze the results. Closely monitor the performance of your marketing campaigns. Adjust and optimize your strategy based on the results.

If you have any questions, just get in touch! 

Real-time bidding, also known as RTB, is a process where ads are bought and sold in real time within milliseconds. It is an important part of programmatic advertising where ad buyers bid against each other for advertising slots with a publisher who owns the channel.

An ad exchange is a digital marketplace where ad buyers and sellers come together to trade advertising space on different websites. Through ad exchanges, advertisers can buy ad space in real time and on an automated basis. This enables more efficient ad management and audience targeting. Ad-exchanges help optimize ad impressions and simplify the process of reaching the right audience across websites and apps. It is a central part of the programmatic ad industry that aims to make advertising more precise and effective.

We are with blog

Hello and welcome to our blog, which we have named the Programmatic Blog.

The blog will delve into everything related to programmatic advertising and our purpose with this blog is for you as a reader to gain knowledge about what programmatic advertising means. We also hope to inspire you by highlighting and analyzing relevant news and posting interviews with industry experts.

Please do not hesitate to contact us if you have any questions or concerns!

Warm greetings,

Dwise