frequencies can be achieved for clients
on “premium’’ websites, should a client
want that.
The biggest changes currently are:
Programmatic access to most media
owners are now possible; Creative
execution in programmatic is not
limited anymore – rich media, home
page take overs, video and high impact
units can be bought.
These changes will again apply to all
media channels going forward and not
just digital display. Never before has
there been a greater focus on audiences
and data from advertisers.
that technology alone will not be
enough and that the consumers’
needs to be at the center of our
strategy.
Advertising technology will only add
value if it is used to execute a well
though through media strategy so
we can make sure we are reaching
the right consumers that we need to
inform to engage with our clients.
About Amnet
Amnet are the programmatic experts
for the Dentsu Aegis Network,
specializing not only in programmatic
buying, but also in the planning,
analysis and activation of audience
data. Our expert team specializes in
enriching the relationships between
our brands and their customers and
the experiences that they have with
each other. http://www.amnetgroup.
com/en/za/
Jaco Lintvelt is the Head of Amnet
for Sub Saharan Africa, based in
Cape Town, South Africa. You can
communicate with him on this or related
issues via LinkedIn or Twitter @JakesL.
Media Owners need to have a very
good understanding of their audiences
and be able to package and sell that in a
programmatic way.
Last, but not least: improvement and
new capabilities with measurement
and reporting.
We have great technology for targeting
and insights into how to best design
rele vant creatives, to target the right
users at a time that they would engage.
At the end of the day we will not see
an improvement or more insights if we
continue to track the same meaningless
metrics that we have been doing with
traditional display advertising.
We have to look beyond metrics like
click through rates and likes as we are
now able to allocate budgets to the
channels and executions that drive sales,
brand recall and ultimately business
outcomes. Tere is a great opportunity to
identify trends and opportunities that
can be used in targeting from measured
consumer behaviour.
In closing – in a technology driven
future, people and machines will
be more powerful than machines in
isolation.
We have to be ready for a data driven
world, where we will talk about
technology and data in extensive
detail – but we should never forget
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