MILANO, August 23, 2016 — By Alessandra La Rosa, Programmatic Italia
This article has been translated from Italian to English.
Programmatic assists offline sales. This is confirmed by new research from Accordant Media, titled the “Programmatic Buyer’s Spotlight”, contained in the company’s Q2 2016 Programmatic Media Pulse Report.
According to the study data, it is possible to detect significant changes in the behavior of users exposed to data-driven advertising throughout the marketing funnel.
Overall, offline sales may increase by 55% when a campaign uses Programmatic, while conversions may increase by 35%. But perhaps the most interesting aspect of the findings is that responsiveness generated by programmatic follows the audience through the entire funnel.
It starts with the stage of “awareness”: when consumers are targeted through activities such as prospecting. The study reported a 25% increase of the absolute sales, and an increase of 20% compared to the case of a campaign delivered in traditional way.
In the subsequent stage of “consideration”, the increase is even more significant: + 78% in absolute sales and + 44% in comparison to non-programmatic.
In the “transaction” phase, thanks to techniques such as retargeting, companies are able to attain increases of, respectively, + 79% and + 44%.