Every day, your audience is filling their days with hundreds if not thousands of
micro-moments—intent-rich moments when preferences are shaped and decisions are made. As consumers spread their attention across more and more screens and channels, those moments can happen almost anywhere, anytime. People search on their smartphones while in front of the TV. They watch YouTube videos on their tablets while texting their friends. They open a mobile app to shop for the perfect gift, then head to the store to buy it. With mobile devices never more than an arm’s length away, people can find and buy anything, anytime.
For marketers, this means the purchase funnel is wildly more complicated than it was just a few years ago.
“Brands can use programmatic to assemble a consumer’s micro-moments in just the right way—like joining puzzle pieces together—to see a detailed blueprint of consumer intent.”
It’s hard to plan for nonlinear purchase paths, but programmatic advertising can help, enabling brands to reach the right person with the right message in the moment of opportunity. Brands can use programmatic to assemble a consumer’s micro-moments in just the right way—like joining puzzle pieces together—to see a detailed blueprint of consumer intent. That’s a powerful proposition, and it’s why programmatic advertising spend is projected to grow by more than 77% this year.1
In this article, we share four tips for using programmatic to win these micro-moments and examples of brands that are doing it right.
Posted by Kelly Cox, Product Marketing Manager, DoubleClick
1. IDC, Worldwide Programmatic Display Forecast, 2015.
