Published on the 20/07/2015 | Written by Newsdesk
Automated advertising requires a specialised data warehouse…
Data management platforms (DMPs) are playing an increasingly important role in supporting ‘programmatically-driven’ marketing and advertising, according to research released by Econsultancy and Oracle Marketing Cloud.
The research report, titled “The Role of DMPs in the Era of Data-Driven Advertising”, surveyed 170 marketing and advertising executives spanning global industries who detailed that while DMPs haven’t been in use for as long as other marketing and advertising technologies, they have become central for marketing and advertising success in a short-time.
A DMP is a specialised data warehouse used by marketers and advertisers. Programmatic advertising is the automated buying, placement, and optimisation of ‘media inventory’ (in most cases, online ad placement).
The study shows that more than two-thirds of marketers (68 percent) surveyed agree that DMPs are ‘key to the future of programmatic advertising’. The same percentage said they had successfully used data to improve their advertising effectiveness ‘due to the fact that [DMPs] provide rich audience creation and segmentation based on a variety of data inputs’.
Additionally, the study found that 60 percent of companies using DMPs are optimising other marketing channels in addition to display advertising. ‘Website’ (51 percent), ‘search’ (49 percent) and ‘mobile’ (46 percent) are the channels most commonly optimised with the help of a DMP to better deliver a complete customer experience.
“The benefits of using DMPs are becoming more widely understood by companies keen to make sure they are using their own and third-party data to gain a competitive advantage. DMPs can help with better targeted display advertising campaigns, but they are also being harnessed to deliver a better customer experience across a range of touchpoints,” said Linus Gregoriadis, EConsultancy research director.
The use of DMPs is in its infancy, however, with 58 percent of respondents saying they only started using them within the last two years.
The survey found that ‘centralised control and standardisation of existing first-party data’ is the most popular reason for using a DMP, cited as a major benefit by 53 percent of marketers surveyed. The next most popular reason is the use of existing data ‘for better email, web, social and content personalisation’ (51 percent).
The eConsultancy DMP Report is available here.
