Marketer investment in programmatic buying continues to climb and it’s building fast. The Zenith Global Programmatic Ad Spend Forecast released in November stated that 65% of global digital ad dollars would be spent programmatically this year and account for 68% of the spend next year. The Canadian market seems to be on the fast track. The report projected that in 2020, 98.6% of Canadian display ad dollars would trade programmatically. more..
Chris Nimigon, CRO for DAX Canada, says the DAX platform is brand safe since it includes only regulated broadcasters, licensed music-streaming services and strictly curated podcasts. “Programmatic audio doesn’t face the same challenges as other digital formats, with low levels of ad blocking, ad fraud and high brand safety. By partnering with DAX, agencies and brands know they access the best audio content available via our exclusive relationships with premium publisher brands.”
Platforms have added layers of security on top of their white and black lists, and their focus on premium publishers and curated rosters of trusted sites is also contributing to marketer’s comfort level. That is the route that MiQ takes to ensure the safety of client brands.
Jason Furlano, VP sales for MiQ, says, “We work with premium partners and execute campaigns with them. The one challenge that comes with clean supply chains and premium content is cost. Today the marketer is used to seeing a very low single digit CPM. That’s because previously the supply chain was all open exchange, a run of network approach. You didn’t really know where your ads were running.”
Contobox has found that premium content gets 60% to 70% higher engagement and is three times more effective in driving mid-funnel brand lift metrics. The platform’s internal metrics also show that there’s 50% to 60% more time spent with premium publishers than with other sites, which they attribute readers emotional connection and appreciation of content rigor.
As per Rob Scott, Contobox VP of marketing and research, “Websites run by 17-year-olds in their bedrooms may get a lot of traffic but they don’t have the same integrity as a premium site.”