Now is the time for Data-Driven Advertising

Programmatic media buying revolutionized the way we explore the internet, technologies and possibilities. The glorification of AdTech science is not in vain. It is a reasonable claim based on a simple truth - it is fastly evolving and is producing real results. The evidence for that is clear: advertisers continue to invest larger portions of their budgets in programmatic media buying. On another level this is sending a powerful message: competition in digital advertising is getting fierce.

Staying informed is the prerequisite for correct actions and more effective strategies, which essentially leads to getting that real competitor’s advantage you need. This is not a new concept brought up by the the modern digital days. The only difference is that now, thanks to the scientific boom in the AdTech industry, this can be accomplished better.

So what does data-driven really means, when we look beyond the metrics and terms? It means making advertising decisions based less on assumptions, and more on actual concrete information. Data transforms the way advertisers formulate their targeting offers. Acting on knowledgeable insights improves response rates and drives stronger sales. And managing knowledge means to look everywhere.

We all know the rule number one of the market - It’s all about the customers. The digital days that we live in (smartphones, tablets, laptops are natural part of our daily lives) set a new tone in the consumer engagement dialogue. Preferences and targeted messages are the way to interact with prospect audiences. Fractured or generic ideas are increasingly non-admissible in the marketing conversation. The good news for advertisers is that with the improvement of technologies offline data is becoming more usable. Data Management Platforms are one way to simplify the consumer data gathering process and to connect all channels of information, whether offline or online, into one integrated platform. More connected data means less fragmentation of knowledge and more intelligent awareness of consumers behaviour.

The contribution of data is even more substantial. In addition to being customer relationship architect, it is also the tool to help advertisers understand changing markets and how best to decide to navigate their campaigns. The technological innovation in digital advertising helps you do this seamlessly. When we talk about creating omnichannel experience for your audiences and reaching more profitable results, an integrated system for campaign reporting and analytics is what embodies it. When we developed Skott 360, our decision-making dashboard, we aspired to build even further on this concept. Knowing that only collecting information and analyzing is not enough to power-up performances, we integrated the specific function of “direct action making” in its functionalities. Acting directly on the spot is the definitive asset of data-driven advertising decisions.

Sometimes this is not an easy task. The market is a dynamic environment that to be able to master advertisers needs powerful assistance. Artificial Intelligence Engines transformed the way data is manipulated. With their ability to be 24/7 in the market and to perform with mathematical accuracy, their optimization capabilities far outreach human possibilities. Leveraging on this cutting edge technology means to able to access billions of data points in manner of seconds and to make more informative decisions in unison with the heartbeat of the market.

Science stands for simplicity and improvement. Since we are scientists ourselves, in Skylads we wanted to improve the way Artificial Intelligence robots are used in the programmatic media buying processes. Our efforts were to develop a new level of real-time optimization robot, who will have the ability to learn from data faster, adapt to the market better but most importantly simplify the programmatic buying process for its users. Our was architected to bring the best of science in the service of media buyers and support their decisions without replacing their control.

We may not still have flying cars (take a note “Back to the Future”) but what science is doing for the digital advertising market is very much close to that. Although in its early stages, data-driven advertising is already widely adopted across the industry. Data is the new powerful media buying strategy and the beauty about it is that its effect extends beyond advertising efforts. It helps businesses see the market and their customers from a whole new perspective. The era of data-driven advertising begins, for advertisers to miss out on its opportunities would be a loss to the industry.