There has been an increased demand for programmatic ad and tech marketing solutions over the years, Julie Réali, Director of Programmatic Partnerships at Dailymotion shares her top observations in this MarTech Series QnA:

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Welcome to this martech chat Julie, tell us more about Dailymotion and its growth journey over the last few years and especially newest innovations!

Dailymotion has built its own ad tech stack and since then has been recording significant growth over the last few years, which is exciting. Our video business benefited from that move, and last year alone Dailymotion Video SSP grew by +58%. We credit a lot of that success to our innovation when it comes to ad formats and our collaborative partnership approach globally. Since last year, we are fully integrated with all major programmatic platforms, providing buyers with various ways to transact, including programmatic guaranteed, and enabling buyers to utilize our full offering: delivering custom creatives at scale. 

There has been a need in the industry for diversity in ad environments and we’ve been pushing custom formats development for our partners and proprietary site to differentiate our offerings at scale. We recently announced our Vertical Video ad format, which spans the full length of a user’s mobile device, addressing advertisers’ biggest pain point: finding a way to seamlessly integrate content with the user experience while successfully delivering their message. 

In addition to the new innovative ad formats that we’ve continued to develop and test with our proprietary creative studio NRoll, Dailymotion is dedicated to harnessing the power of its first party data as both publisher and adtech platform before entering a cookieless world.

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How are you seeing the importance and demand for programmatic ad and tech marketing solutions evolve over the years? How in your view has the ongoing global pandemic further influenced this? 

The demand for programmatic ad and tech marketing solutions has greatly increased, despite the course of the global pandemic. Buyers are looking for alternatives in a world of merger and acquisitions. During a time when buyers are facing stricter budgets and heightened awareness around ad spend, programmatic guaranteed allows buyers to efficiently and securely purchase inventory at both fixed prices and fixed number of impressions. Digital video ad investments are set to outpace the pre-pandemic expectations by $6.56 billion, or about 13.4%. There is a demand for programmatic guaranteed because of the benefits it offers. Programmatic guaranteed simplifies the direct reservations workflow by combining the precision and control of programmatic technology with an automated media buying process. 

What are some top programmatic adtech and ad practices that you feel advertisers and marketers should be paying more attention to today?

Supply-path optimization (SPO) is certainly one of the practices that advertisers should be paying closer attention to. SPO allows advertisers to gain transparency into the supply chain, including cost of data, fees and legitimacy of traffic. SPO offers ad buyers the opportunity to evaluate their supply-side platform partners and maximize campaign performance at the best cost avoiding inventory duplication.

In the publisher-agency-brand ad and marketing model, how crucial a role is first-party data and how do you feel this will be impacted in the near-term?

First-party data is crucial, especially as the death of the third-party cookie is imminent. Brands and agencies are looking for new ways to reach their target audience without third-party cookies and first-party data has presented itself as a feasible solution. 

Something we’ve leaned into at Dailymotion is contextual targeting. Dailymotion has developed proprietary AI technologies that are going beyond most contextual solutions available in the market. Our capacities do not only rely on words. They also rely on natural language processing, computer vision and audio signals to feed our content categorization solution with extra layers of metadata from videos themselves. We see contextual being the future for many targeting campaigns.

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A few predictions that you have for the future of martech and adtech? Can you talk about some top martech and adtech providers you have been following in recent years from the global market and why you find them innovative? 

Privacy regulations are seemingly changing every day in this space. With Apple’s ATT, the CCPA, and so forth, advertisers and brands are forced to shift their strategies. This trend will only continue as we move into the next few years. Consumers are smart and savvy. They are more aware than ever before of their privacy online. Regulations will continue to be introduced and brands and advertisers will need to adjust. With the privacy regulations comes the idea of increased transparency. Transparency is a trend that has begun to emerge in the martech and adtech space, and SPO is going to continue gaining ground. Ad budgets are still tight, and ad buyers want to be in the know for every step of the process.

Consumer habits are also changing and where advertisers are targeting their audiences is changing along with it. Ad buyers will continue adopting new ad channels such as CTV and put a greater focus on mobile videos to reach their fragmented audience.

A few takeaways for enhancing ad performance with the right adtech process and choice of tool in 2021 and beyond?

To me, as the industry is continuously shifting from direct to programmatic, programmatic guaranteed is the ad buying process that will accelerate that shift. It enables ad buyers to have more control over the process and builds deeper relationships between buyers and sellers. Additionally, it eliminates the worry of a brand safety issue during the ad campaign. Programmatic guaranteed ensures ads are shown to the right audience, around the right context. That is critical in today’s online environment. Programmatic guaranteed will enhance the performance of any campaign.

Meeting your consumers where they are is another key to ensuring successful campaigns. Audiences were already scattered however, it feels as though the pandemic exacerbated this. With the boom of streaming services and more consumers than ever before relying on mobile devices, advertisers need to adapt their strategies to meet consumers where they are. New ad formats need to be developed to create a seamless experience for viewers and contextual targeting needs to be at the forefront of these conversations. Consumers want to see content that is relevant and engaging and it is up to advertisers to provide that.

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