Google Think is out with another outstanding read.
https://www.thinkwithgoogle.com/articles/programmatic-helps-brands-make-the-most-of-micromoments.html
Here is a snippet from the piece:
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.
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.
For marketers, this means the purchase funnel is wildly more complicated than it was just a few years ago.
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.
Happy Reading,
J.W. Gant
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