[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fharriet-howarth":3},{"name":4,"url":5,"description":5,"avatar_urls":6,"acf":8,"social":178,"head_links":179,"breadcrumbs":166,"posts":183,"pages":161,"head":1439},"Harriet Fitzgerald","",{"24":7,"48":7,"96":7},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":9,"full_bio":10,"specialist_service_links":11,"photo":30,"page_content_modules":86,"hero":162},"Associate Director, Head of Programmatic","\u003Cp>Associate Director, Head of Programmatic. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>I first started working in Programmatic 5 years ago at a large agency. Over this time I have led a number of global accounts across lots of different industries.\u003C\u002Fp>\n\u003Cp>Day to day, I will be building out Impression’s programmatic proposition, building a team and running campaigns\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>In my free time, you can find me cooking, going for walks and playing squash!\u003C\u002Fp>\n",[12],{"page":13,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},316,"98","2021-01-06 16:32:37","Programmatic","publish","closed","programmatic","2025-04-08 07:20:24",169,"\u002F?page_id=316",0,"page","0","raw","\u002Fpaid-media\u002Fprogrammatic\u002F","Programmatic Advertising",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},33327,"Harriet-Howarth","Harriet-Howarth.png",414235,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&q=90","\u002Fharriet-howarth-4\u002F","12","harriet-howarth-4","inherit","2025-05-29 11:56:28","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Harriet Fitzgerald’s posts",{"data":92,"pages":161},[93,107,118,129,139,149],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","Brand Salience is the antidote to Zero-Click Search","\u003Cp>Google’s AI Overviews (AIO) have transformed the SERP from a list of links into an answer engine. We are now operating in a zero-click era, where over 60% of searches end without a website visit. This has led to erasure of the research phase of the consumer journey: Instead, consumers are presented with pre-evaluated competitors […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-salience-zero-click-search\u002F","2026-04-28T13:07:41",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"\u002Fblog\u002Fcategory\u002Fai\u002F","AI",{"type_key":94,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":99,"image":112,"authors":113,"category":115},"Mythbusting Brand and Performance Marketing: Are they really so different?","\u003Cp>As marketers, we are all familiar with this scenario: stakeholders who are struggling to hit their performance targets want to pause their Brand spend because it ‘doesn’t contribute to sales’. ‘Brand’ spend is frequently the first thing to be cut when business objectives aren’t being met, when targets are increased, or in response to wider […]\u003C\u002Fp>\n","\u002Fblog\u002Fmythbusting-brand-and-performance-marketing-are-they-really-so-different\u002F","2026-06-29T15:32:30","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[114],{"name":4,"image":103},{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":94,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":127},"Display and Video Advertising: How to pick the right platform for your goals","\u003Cp>It’s estimated that we’re exposed to more than 4,000 ads each day, both online and offline. Whether browsing the internet or waiting at a bus stop, consumers come across countless brand touchpoints throughout their day. For marketers, the challenge lies in striking the right balance between broad reach and genuine relevance. Demand-side platforms, or DSPs, […]\u003C\u002Fp>\n","\u002Fblog\u002Fdisplay-video-advertising-platforms\u002F","2025-05-08T16:18:01",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126],{"name":4,"image":103},{"to":128,"name":17},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":94,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":138},"Talk TV to me: Pros and cons of Linear vs Connected TV advertising","\u003Cp>Digital advertising tactics are evolving. Many traditionally ‘offline’ strategies are being connected to the internet, becoming highly targeted, measurable and impactful. TV advertising is no longer limited to live broadcast commercial breaks; with video streaming, there is ample opportunity for advertisers to integrate data and reach audiences in increasingly poignant moments. What is Linear TV […]\u003C\u002Fp>\n","\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F","2026-02-18T13:22:37",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":4,"image":103},{"to":116,"name":117},{"type_key":94,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":148},"New spaces to drive awareness for DTC brands and retailers","\u003Cp>Did you know there are between 20 and 500 touchpoints in the average customer journey? It’s vital to start driving brand awareness early so you’re in a strong position when your consumers are ready to purchase. In this blog, I’m going to walk you through the day in the life of your consumer to help […]\u003C\u002Fp>\n","\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F","2024-12-10T11:47:28",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":4,"image":103},{"to":116,"name":117},{"type_key":94,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":158},"Programmatic advertising explained: Types, best practices, trends","\u003Cp>There are many myths surrounding programmatic advertising which can leave marketers confused about where to start and whether it’s suitable for their business. In reality, Programmatic can be a valuable channel to include in your marketing arsenal in order to find and target new audiences. In this blog, we will guide you through the world […]\u003C\u002Fp>\n","\u002Fblog\u002Fprogrammatic-advertising-explained\u002F","2026-08-25T09:58:29",18,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":103},{"to":159,"name":160},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC","1",{"type":163,"style":164,"title":165,"heading":4,"intro":10,"services":11,"breadcrumbs":166,"photo":48,"social":178},"author","dark","Meet the Team",[167,170,173,176],{"path":168,"name":169},"\u002F","Home",{"path":171,"name":172},"\u002Fabout\u002F","About Us",{"path":174,"name":175},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":177,"name":4},null,{"twitter":5,"linkedin":5},[180],{"rel":181,"href":182},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F",[184,505,699,881,1065,1251],{"id":185,"date":186,"date_gmt":186,"guid":187,"modified":98,"modified_gmt":98,"slug":189,"status":18,"type":94,"link":97,"title":190,"content":191,"excerpt":194,"author":195,"featured_media":196,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":198,"categories":201,"collections":205,"coauthors":206,"class_list":208,"acf":218,"head_links":219,"breadcrumbs":220,"url_path":97,"search_description":200,"featured_image_urls":227,"authors":262,"type_nicename":271,"reading_minutes":99,"category":272,"yoast_title":199,"yoast_meta":276,"yoast_json_ld":332,"_links":455},37859,"2026-04-08T12:44:46",{"rendered":188},"\u002F?p=37859","brand-salience-zero-click-search",{"rendered":95},{"rendered":192,"protected":193},"\n\u003Cp>Google’s AI Overviews (AIO) have transformed the SERP from a list of links into an answer engine. We are now operating in a zero-click era, where over \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fcouncils\u002Fforbesbusinesscouncil\u002F2026\u002F03\u002F02\u002Fthe-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it\u002F\">60%\u003C\u002Fa> of searches end without a website visit. \u003C\u002Fp>\n\n\n\n\u003Cp>This has led to erasure of the research phase of the consumer journey: Instead, consumers are presented with pre-evaluated competitors that may usurp consideration of your brand completely if it doesn’t feature on the AI ‘shortlist’. However, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Falmcorp.com\u002Fblog\u002Fgoogle-ai-overviews-shopping-queries\u002F\">Google suppresses AIO for brand searches\u003C\u002Fa>, recognising it as an intent to purchase over a research exercise. To win in the AIO landscape, brands need to drive demand before customers turn to the search bar. \u003C\u002Fp>\n\n\n\n\u003Cp>Programmatic advertising prioritising brand-led activations can move the discovery phase from the search results to the open web. A strategy that increases branded searches will see lower PPC costs, more direct traffic and fewer leads lost to competitors.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-end-of-transactional-search\">The end of ‘transactional search’\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#pivoting-from-generic-search-to-branded-search-is-the-antidote-to-the-traffic-dilution-triggered-by-zero-click-searches\">Pivoting from generic search to branded search is the antidote to the traffic dilution triggered by zero-click searches\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-take-action-now\">How to take action now\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fus\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-end-of-transactional-search\">\u003Cstrong>The end of ‘transactional search’\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s hard to remember a time before \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> (AIOs) were beamed down into our Google search results in Summer 2024. Prior to this, to find the information we wanted, we had to trawl through search results, clicking links and reviewing the information ourselves! The shock, the horror.\u003C\u002Fp>\n\n\n\n\u003Cp>Over the two preceding decades, consumers leveraged search results using simple, keyword-based ‘transactional’ search terms. Using this approach, the request for new shoes was searched for with truncated phrases like ‘best women’s trainers’. \u003C\u002Fp>\n\n\n\n\u003Cp>Google acted as a web index; functionally trawling, ranking and displaying relevant paid and organic search results ready for perusal by the searcher. Typically, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feclerx.com\u002Finsights\u002Fwhy-search-visibility-is-a-must-have-for-ecommerce-success\u002F\">first three search results\u003C\u002Fa> would capture the majority of engagement, but the layout encouraged exploration with users moving beyond the fold to discover new and niche brands.\u003C\u002Fp>\n\n\n\n\u003Cp>Today, that research task is frequently done for us. With the advent of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-generative-experience-generative-ai-sge-guide\u002F\">widespread AI Overviews\u003C\u002Fa>, we can hugely simplify our search experience and generate faster and more evaluative results by pivoting from ‘transactional’ search terms to ‘conversational’ search behaviours. Before AIOs, a search for ‘best women’s trainers’ would return us a number of blog articles and shopping sites to trawl through manually; now the AIO can immediately present a response, taking into account price, fit, and reviews, to name a few. And the more information we give to these engines, the more nuanced and detailed the response we get back.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-link-color has-medium-font-size wp-elements-853be7d12bf65469108ae2f3d61a0c06\">\u003Cstrong>The aggregation of information performed by AIOs in response to conversational search behaviour means that now over 60% of searches result in zero clicks.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The model is so good at providing answers that the majority of people look no further in their quest for information. For the searcher, this is great. But for brands, this poses some huge challenges.\u003C\u002Fp>\n\n\n\n\u003Cp>We are now facing the erasure of the traditional research phase of the consumer journey. The discovery that historically involved an average of two minutes spent evaluating a brand’s proposition via their website has been reduced to just a few seconds of scanning an AI-generated summary. \u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t just a loss of time; brand identity is being compressed and diluted. When a third party is aggregating and evaluating results, brands \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fdaviddoty\u002F2026\u002F02\u002F25\u002Fai-is-now-marketings-gatekeeper-how-brands-can-influence--leverage\u002F\">lose the ability\u003C\u002Fa> to demonstrate their unique value proposition and story.\u003C\u002Fp>\n\n\n\n\u003Cp>The zero-click shift is causing traffic to collapse, with some brands reporting a two-thirds reduction in organic traffic. Fewer users landing on the site results in fragmentation of the customer journey, as key touchpoints for future connection, such as newsletter signups, account creations, and first-party data collection, are erased alongside traffic. Without this data, personalised onsite experiences and remarketing capabilities are severely compromised.\u003C\u002Fp>\n\n\n\n\u003Cp>This new landscape is particularly unforgiving to brands operating in saturated markets or those with small, niche propositions. AIOs prioritise consensus, authority and trustworthiness, so smaller brands run a higher risk of being excluded from the model’s shortlist. Unlike a human searcher, an AIO has no existing brand preference; it acts as an emotionally impartial aggregator that may inadvertently introduce new competitors into the conversation. \u003C\u002Fp>\n\n\n\n\u003Cp>Finally, AIOs are physically dominant. Our screen sizes are limited, and the AIO occupies a large amount of real estate on the search results page, even in its collapsed form. This pushes paid and organic links below the fold, further reducing the likelihood for brands to capture this engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>This fundamental change in results curation occurs because Google recognises when a consumer is in research mode, and it is trying to aid them in their journey. This is the danger zone for brands, as it poses the highest risk of falling into the zero-click trap. In the same way that Google concludes a generic, transactional search indicates a consumer is in research mode, a branded search signals intent, and an end to the discovery phase.\u003C\u002Fp>\n\n\n\n\u003Cp>AIOs are typically suppressed in response to branded searches in order not to obstruct the onward purchase journey. Therefore, the new strategic objective is to ensure the consumer moves their journey to the search engine with a specific brand already in mind. The brand decision must move upstream: Influencing the consumer before they commit to making a search to ensure they are searching for a name, not a category.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pivoting-from-generic-search-to-branded-search-is-the-antidote-to-the-traffic-dilution-triggered-by-zero-click-searches\">\u003Cstrong>Pivoting from generic search to branded search is the antidote to the traffic dilution triggered by zero-click searches\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By ensuring an audience arrives at the search engine ready to search for a brand by name, we remove the noise of competitor introductions and mitigate against traffic lost to AIO summaries. To achieve this, demand must be built rather than solely captured; it’s imperative that the brand be positioned earlier and more saliently within the consumer journey.\u003C\u002Fp>\n\n\n\n\u003Cp>The brand needs to be positioned in environments that create the essential mental availability necessary to recall a brand when the time is right. To ensure that this leads to a branded search, the brand’s advertising needs to position it as the solution to a specific problem, one that competitors simply cannot replicate.\u003C\u002Fp>\n\n\n\n\u003Cp>High-impact, lean-back formats like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">Connected TV (CTV), audio and DOOH (digital out of home)\u003C\u002Fa> are integral players. They provide the canvas to tell the brand story and educate the audience, anchoring the brand and message in the consumer’s mind. Providing explicit directions for the action the audience needs to take within the call to action – ‘Search for [Brand]’ – primes them to perform a branded search over a generic one. Shifting from the long-term goal of the campaign – ‘Buy Now’ – to a short-term, achievable action capitalises on the brand-led influence the advertising has just created, when it is most salient.\u003C\u002Fp>\n\n\n\n\u003Cp>The research phase often starts much earlier on the open web, presenting an opportunity to reach audiences while they are consuming relevant content, long before they turn to the search engine. This is where native display advertising can become a bridge between the content a consumer is choosing to engage with and your educational, relevant, yet brand-owned content. Positioning the brand as the to answer consumer questions before they reach for Google moves the consumer out of the discovery phase before they need to make any search at all.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-link-color has-medium-font-size wp-elements-60d4428d0ca6dc959fe85771456c3e0d\">\u003Cstrong>Branded search lift, therefore, becomes the primary indicator of success in mitigating traffic loss.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Shifting priority to brand salience requires a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrandstruck.co\u002Fblog_post\u002Fimportant-metrics-kpis-measuring-brand-performance\">reassessment of KPIs\u003C\u002Fa>; success is no longer dictated solely by ad engagement, it must pivot to search behaviours. And these typically awareness-driving Programmatic formats become key strategic responders in the zero-click landscape.\u003C\u002Fp>\n\n\n\n\u003Cp>Programmatic-led demand generation has implications for the entire search ecosystem. As AIOs are increasingly triggered in response to generic, non-branded search terms, the cost of competing for those diminishing clicks will naturally increase. By shifting traffic toward branded search terms, Programmatic activity generates a higher volume of efficient, qualified clicks, working to lower the blended CPA across the holistic search landscape. The result is a more resilient \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fus\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> strategy where the brand is less vulnerable to the rising CPCs of generic category terms.\u003C\u002Fp>\n\n\n\n\u003Cp>Simultaneously, a surge in brand-specific search terms sends a strong authority signal to search engines. As the algorithms register an increase in searches of the brand name, it recategorises the brand to have more authority, trustworthiness and reliability. This can improve organic rankings and increase the likelihood of the brand being cited as a trusted source within the AIOs themselves.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic\u003C\u002Fa> activations alongside SEO and PPC begin to act as a unified engine, which can work together to reclaim traffic loss. Consumers who have been exposed to a Programmatic brand activation are three times more likely to click on that brand’s search result, even if it does not occupy the top results position. Recollection is key when consumers are presented with multiple competitors as part of the AIO summary; by using Programmatic to prime new audiences, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-ppc-differences-and-integration\u002F\">PPC and SEO\u003C\u002Fa> are able to operate with maximum efficiency.\u003C\u002Fp>\n\n\n\n\u003Cp>By prioritising brand salience through Programmatic-led demand generation, we can successfully redirect the brand choice upstream. Through leveraging high-impact formats and native content to prime the consumer’s journey, we are ensuring that every impression serves a strategic purpose: ensuring that your brand’s name is front of mind when consumers move to the search engine. This proactive pivot ensures that the consumer bypasses the danger zone of AIOs and zero-click summaries, reclaiming control of the customer journey for your brand.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-take-action-now\">\u003Cstrong>How to take action now\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you are seeing a decline in organic traffic or rising costs for your generic search terms, it is time to pivot your strategy from demand capture to demand generation. At Impression, we recommend you:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Understand your generic-to-brand ratio\u003C\u002Fstrong> by introducing a search data audit. You are aiming for a month-on-month increase in branded search volume to reduce the risk of traffic loss to zero-click searches.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Evaluate your creative messaging \u003C\u002Fstrong>to ensure it is directing consumers to perform branded searches, and not category-level consideration. \u003Cstrong>Prioritise lean-back environments \u003C\u002Fstrong>like CTV, audio and DOOH to drive attention and create the mental availability necessary for brand recollection.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Implement a search lift study on your Programmatic campaign \u003C\u002Fstrong>to look beyond in-platform metrics and understand whether your current strategy is driving search intent.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Position native ads to answer common questions, \u003C\u002Fstrong>negating the need for consumers to turn to search engines and risk AIO brand dilution.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Unify your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fintegrating-ppc-seo-strategies\u002F\">Programmatic and Search approach\u003C\u002Fa> \u003C\u002Fstrong>to ensure you are reaching and converting the same audience.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fus\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,{"rendered":96,"protected":193},134,37892,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":199,"_yoast_wpseo_metadesc":200,"inline_featured_image":193,"footnotes":5},"Brand Salience is the antidote to Zero-Click Search | Impression","Combat zero-click search by prioritising brand salience. Learn how Google’s AI Overviews impact the user journey and why brand-led demand is key. Learn more.",[202,203,204],323,40,286,[],[207],230,[209,94,210,211,212,213,214,215,216,217],"post-37859","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-ppc","category-programmatic",[],[],[221,222,225,226],{"path":168,"name":169},{"path":223,"name":224},"\u002Fblog\u002F","Blog",{"path":128,"name":17},{"path":177,"name":95},{"thumbnail":228,"medium":230,"medium_large":232,"large":234,"1536x1536":238,"2048x2048":240,"post-thumbnail":242,"12_col":244,"default_landscape":246,"default_portrait":248,"6_col_and_margin_short":250,"11_col_and_margin":252,"9_col_rectangle":254,"11_col":256,"staff_image_696_600":258,"rectangular_thumbnail":260},{"url":100,"width":229,"height":229},640,{"url":231,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=113&q=90&w=200",{"url":233,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=432&q=90&w=768",{"url":235,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":239,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=864&q=90&w=1536",{"url":241,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=2048",{"url":243,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":245,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":247,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":249,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":251,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":253,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":255,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":257,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":259,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":261,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[263],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":265},"\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F",{"job_title":9,"full_bio":10,"specialist_service_links":266,"photo":269},[267],{"page":268,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":270},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"Article",[273,274,275],{"id":202,"name":106,"path":105},{"id":203,"name":160,"path":159},{"id":204,"name":17,"path":128},[277,279,281,284,286,289,292,294,296,298,301,304,307,310,313,316,319,321,322,325,327,330],{"property":278,"content":199},"title",{"property":280,"content":200},"description",{"name":282,"content":283},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":181,"content":285},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrand-salience-zero-click-search\u002F",{"name":287,"content":288},"og:locale","en-GB",{"property":290,"content":291},"og:type","article",{"property":293,"content":199},"og:title",{"property":295,"content":200},"og:description",{"property":297,"content":285},"og:url",{"property":299,"content":300},"og:site_name","Impression",{"property":302,"content":303},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":305,"content":306},"article:published_time","2026-04-08T12:44:46+00:00",{"property":308,"content":309},"article:modified_time","2026-04-28T13:07:41+00:00",{"property":311,"content":312},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fopen-graph-brand-salience-zero-click.png?auto=compress%2Cformat&q=90",{"property":314,"content":315},"og:image:width",1200,{"property":317,"content":318},"og:image:height",630,{"property":320,"content":41},"og:image:type",{"property":163,"content":4},{"property":323,"content":324},"twitter:card","summary_large_image",{"property":326,"content":312},"twitter:image",{"property":328,"content":329},"twitter:creator","@impressiontalk",{"property":331,"content":329},"twitter:site",{"@context":333,"@graph":334},"https:\u002F\u002Fschema.org",[335,348,357,361,374,384,450],{"@type":271,"@id":336,"isPartOf":337,"author":338,"headline":95,"datePublished":306,"dateModified":309,"mainEntityOfPage":340,"wordCount":341,"publisher":342,"image":344,"thumbnailUrl":346,"articleSection":347,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrand-salience-zero-click-search\u002F#article",{"@id":285},{"name":4,"@id":339},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F26ecfe512229c989c384301d765ff272",{"@id":285},1715,{"@id":343},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":345},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrand-salience-zero-click-search\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Falex-shuper-nACMb7M2RHI-unsplash.jpg?auto=compress%2Cformat&q=90",[106,160,17],{"@type":349,"@id":285,"url":285,"name":199,"isPartOf":350,"primaryImageOfPage":352,"image":353,"thumbnailUrl":346,"datePublished":306,"dateModified":309,"description":200,"breadcrumb":354,"inLanguage":356},"WebPage",{"@id":351},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":345},{"@id":345},{"@id":355},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrand-salience-zero-click-search\u002F#breadcrumb","en",{"@type":358,"inLanguage":288,"@id":345,"url":346,"contentUrl":346,"width":359,"height":360},"ImageObject",2400,1350,{"@type":362,"@id":355,"itemListElement":363},"BreadcrumbList",[364,368,371,373],{"@type":365,"position":366,"name":169,"item":367},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":365,"position":369,"name":224,"item":370},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":365,"position":134,"name":17,"item":372},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"@type":365,"position":123,"name":95},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":376,"inLanguage":288,"potentialAction":378},"WebSite",{"@id":377},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":379,"target":380,"query-input":383},"SearchAction",{"@type":381,"urlTemplate":382},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":385,"@id":377,"name":300,"url":367,"logo":386,"image":391,"sameAs":392,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":403,"location":410,"areaServed":443},"Organization",{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[393,394,395],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[411,420,432],{"@type":412,"name":413,"geo":414,"address":418,"photo":391,"telephone":419},"Place","Impression Digital - Nottingham",{"@type":415,"latitude":416,"longitude":417},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},"+44 01158 242 212",{"@type":412,"name":421,"geo":422,"address":425,"photo":430,"telephone":431},"Impression Digital - London",{"@type":415,"latitude":423,"longitude":424},"51.50237208377361","-0.09229841534284115",{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":412,"name":433,"geo":434,"address":437},"Impression Digital - New York",{"@type":415,"latitude":435,"longitude":436},"40.726722746949","-74.00527778220652",{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},"160 Varick St","New York","NY","10013","USA",[444,447,449],{"@type":445,"name":446},"Country","Worldwide",{"@type":445,"name":448},"GBR",{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":453,"url":182},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F26ecfe512229c989c384301d765ff272",{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9667e97e692aa4ad5f616031781c8e6492",{"self":456,"collection":466,"about":469,"author":472,"replies":475,"version-history":478,"predecessor-version":482,"wp:featuredmedia":486,"wp:attachment":489,"wp:term":492,"curies":501},[457],{"href":458,"targetHints":459},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37859",{"allow":460},[461,462,463,464,465],"GET","POST","PUT","PATCH","DELETE",[467],{"href":468},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[470],{"href":471},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[473],{"embeddable":89,"href":474},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F134",[476],{"embeddable":89,"href":477},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=37859",[479],{"count":480,"href":481},22,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37859\u002Frevisions",[483],{"id":484,"href":485},37896,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37859\u002Frevisions\u002F37896",[487],{"embeddable":89,"href":488},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F37892",[490],{"href":491},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=37859",[493,496,499],{"taxonomy":494,"embeddable":89,"href":495},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=37859",{"taxonomy":497,"embeddable":89,"href":498},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=37859",{"taxonomy":163,"embeddable":89,"href":500},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=37859",[502],{"name":503,"href":504,"templated":89},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":506,"date":507,"date_gmt":507,"guid":508,"modified":111,"modified_gmt":111,"slug":510,"status":18,"type":94,"link":110,"title":511,"content":512,"excerpt":514,"author":195,"featured_media":515,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":516,"categories":517,"collections":520,"coauthors":521,"class_list":522,"acf":526,"head_links":527,"breadcrumbs":528,"url_path":110,"search_description":533,"featured_image_urls":534,"authors":566,"type_nicename":271,"reading_minutes":99,"category":574,"yoast_title":579,"yoast_meta":580,"yoast_json_ld":608,"_links":661},33569,"2025-06-24T12:24:31",{"rendered":509},"\u002F?p=33569","mythbusting-brand-and-performance-marketing-are-they-really-so-different",{"rendered":108},{"rendered":513,"protected":193},"\n\u003Cp class=\"has-text-color has-medium-font-size\" style=\"color:#107de8\">As marketers, we are all familiar with this scenario: stakeholders who are struggling to hit their performance targets want to pause their Brand spend because it ‘doesn’t contribute to sales’. ‘Brand’ spend is frequently the first thing to be cut when business objectives aren’t being met, when targets are increased, or in response to wider marketplace fluctuations and uncertainty. \u003C\u002Fp>\n\n\n\n\u003Cp>This reaction illustrates the misconception around the contribution of ‘Brand’ spend to ‘Performance’ outcomes, positioning Brand campaigns as a ‘nice-to-have’ rather than a crucial building block for long-term, sustained growth. It’s this silo that’s leading to inconsistent strategy, underinvestment, and deprioritisation of brand-building activities.\u003C\u002Fp>\n\n\n\n\u003Cp>However, we know\u003Cem> \u003C\u002Fem>that branding must have an impact on sales performance. Otherwise, why would the world’s biggest brands continually invest in Brand campaigns? Coca Cola could surely save millions in advertising costs every year, yet continue to run primetime TV advertising every Christmas (1993–), and continually roll out innovative branding campaigns including their ‘Share a Coke With…’ named bottles and cans (2011–) and more recent out of home Recycle Me campaign (2024) which used just the logo and the instantly recognisable shade of red. Puma’s ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Frunners-high-helps-puma-adam-eve-ddb-top-spot\u002F1918184\">Runners High\u003C\u002Fa>’ (2025), Heinz’s ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2025\u002F01\u002F30\u002Fad-the-day-heinz-ditches-logo-it-has-be-outdoor-campaign\">It has to be…\u003C\u002Fa>’ (2025), and Kellogg’s ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2025\u002F01\u002F27\u002Fkellogg-s-launches-second-phase-12m-see-you-the-morning-with-og-rooster\">See you in the Morning\u003C\u002Fa>’ (2024) are all recent examples of well-known brands executing high-impact and undoubtedly costly Brand campaigns.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"common-measurement-mistakes-limit-the-perceived-contribution-of-brand-activity\">Common measurement mistakes limit the perceived contribution of Brand activity\u003C\u002Fh2>\n\n\n\n\u003Cp>A traditional Brand campaign is designed to drive awareness, recognition and recall through a coordinated deployment of high-impact, brand-led, memorable activations. By contrast, traditional Performance campaigns have the goal of driving direct action, usually sales, and often with strict efficiency targets. Business decision makers reporting on this activity can see the direct impact that Performance campaigns are having on sales, but cannot easily conflate Brand KPIs with bottom-line performance. When they do map Performance \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmeasurement-plans-and-kpi-frameworks\u002F\">KPIs\u003C\u002Fa> directly onto Brand activity, limitations in reporting lead performance to appear inferior.\u003C\u002Fp>\n\n\n\n\u003Cp>This is due to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmodern-measurement-series-3-the-trio-of-attribution-and-contribution\u002F\">digital attribution models\u003C\u002Fa> used to measure the performance of online advertising frequently defaulting to last-click modelling. This means that the last activation to precede a conversion receives the full credit for driving the action. With Performance campaigns targeting users already showing intent to purchase, they are likely to be deployed toward the end of the conversion journey. By contrast, brand-building frequently targets a new, broad audience at the start of their journey. This leads to an inflated perceived contribution of Performance tactics and heavily underplays the impact of Brand building.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, it’s clear to see how business decision makers – under constant pressure to drive profit – continually fall into the trap of prioritising Performance campaigns which have a clear, direct and short-term impact on sales, and neglecting the role of Brand activations, where the KPIs seem disconnected from sales performance – yet the benefit to long-term growth is non-negotiable.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"case-study-navigating-reporting-limitations-to-understand-the-true-and-crucial-contribution-of-brand-marketing\">Case Study: Navigating reporting limitations to understand the true (and crucial) contribution of Brand Marketing\u003C\u002Fh2>\n\n\n\n\u003Cp>A tried-and-tested approach to measuring the impact of brand campaigns can be conducted via incrementality testing. This allows marketers to understand the performance of the Brand campaign’s KPIs – awareness, recognition, recall – but also to ensure these activations are contributing to business objectives, such as sales.\u003C\u002Fp>\n\n\n\n\u003Cp>In this example, our approach began with the implementation of a geo-split test, where at least two regions are identified. All marketing is kept the same except for the test activation, which runs in the ‘test’ region and is absent from the ‘control’ region. Throughout the campaign duration, conversion performance across the two regions is compared, and it is determined whether any incremental sales were recorded, which can be attributed to the brand activation (the only difference between the two regions).\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33570\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Cp>Demonstrating the impact of Brand building on conversion performance was key to justifying long-term Brand campaigning for one of Impression’s biggest clients. An automotive marketplace wanted to run a YouTube campaign focusing on brand awareness, but needed to demonstrate the value of the activation against the business objective – driving leads. The campaign was set up to reach new users who had not previously engaged with the brand, combining both a high reach, broad targeting segment, and a more specific in-market strategy. Campaign success in terms of ‘Brand’ KPIs was measured using in-platform lift studies (Google’s intrinsic Brand and Search Lift Studies), and a regional incrementality test was set up to determine whether the activity contributed to an uplift in leads – its ‘Performance’ impact.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_02.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33571\" style=\"width:840px;height:443px\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Cp>The campaign delivered a 5% uplift in brand awareness, as well as a 179% uplift in searches for the brand across Google and YouTube, demonstrating success against the campaign’s Brand KPIs. The incrementality test showed a 10% increase in leads in the first 3 weeks of the YouTube campaign being live. By contrast, in-platform reporting, limited by last-click reporting, captured only 3% of these leads.\u003C\u002Fp>\n\n\n\n\u003Cp>Without the incrementality test results, the impact of the Brand campaign would be limited to its performance against the top-of-funnel metrics only. Despite indicating positive behavioural shifts, these results would not provide the necessary evidence that Brand spending contributes to sales performance -– or, more concerningly, in-platform conversion reporting used in lieu of proper incrementality testing would incorrectly underreport the contribution of Brand, potentially perpetuating the misconception we set out to rebuke: that Brand is a ‘nice to have’ rather than an essential component for growth.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-importance-of-brand-and-its-contribution-to-performance\">The Importance of Brand and Its Contribution to Performance\u003C\u002Fh2>\n\n\n\n\u003Cp>Binet & Field’s infamous ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">The Long and the Short of It\u003C\u002Fa>’ concluded that brands need both \u003Cstrong>sales activation\u003C\u002Fstrong> (short-term, ‘bottom of funnel’) and \u003Cstrong>brand-building\u003C\u002Fstrong> (long-term, ‘top of funnel’) activity to drive growth. They posited that while sales activations will harvest existing, short-term demand, it is imperative to seed the ground with new prospects that you will grow, nurture and then harvest when the time is right. These are your long-term brand-fed prospects.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1050\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_03.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33572\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Cp>For marketers who neglect to invest in Brand, they can expect to reach their Performance ceiling, characterised by inflated CPAs and declining ROAS, once audience saturation is reached. The audience targeted in these campaigns is finite, and with no plan to replace their converted or non-converting prospects, growth is out of reach.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_04.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33573\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Cp>Dawes quantifies this notion: at any one time, only \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fminimba.com\u002Farticles\u002Fb2b-brand-building-95-5-rule\">5% of your audience is in-market to purchase; the other 95% are not\u003C\u002Fa>. This means that a Performance-only strategy is reaching just 5% of your potential audience, with the remainder likely untouched without a long-term Brand solution to prime them for future action. To address this imbalance, Binet & Field suggest that up to 60% of advertising spend should fund brand-building activities, with the remaining 40% driving short-term sales performance (although there will be a level of nuance to be considered). \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fairbnb-cfo-performance-brand\u002F\">Airbnb\u003C\u002Fa> have championed this shift from a Performance-first strategy to a Brand-first one over the past couple of years – and according to their CFO, they’re not looking back.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"has-siloing-brand-and-performance-created-a-false-dichotomy\">Has siloing Brand and Performance created a false dichotomy?\u003C\u002Fh2>\n\n\n\n\u003Cp>Despite acknowledging that both brand building and sales activation are essential for long-term growth. Labelling them as disparate concepts perpetuates the narrative that each is only able to serve the short- or long-term purpose it was created for. \u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, any marketing activation produces \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthetomroach.com\u002F2020\u002F11\u002F15\u002Fthe-wrong-and-the-short-of-it\u002F#_ednref5\">two effects on sales\u003C\u002Fa>: a larger, immediate sales uplift but with a quicker decay, and a smaller, sustained impact that decays more slowly over time. For example, promoting a time-limited offer will drive a large initial sales spike, with a smaller lasting impact which decays faster, while a brand campaign launch may generate a smaller initial sales impact but with a longer tail that decays more slowly. We saw this evidenced in our own case study above – a positive uplift in incremental sales was observed within the first three weeks of the campaign, as well as an uplift across awareness and search behaviours.\u003C\u002Fp>\n\n\n\n\u003Cp>Later iterations of Binet & Field’s ‘steps’ model aim to address the symbiosis of Brand and Performance deployed together – the original being limited by its oversight of the – albeit smaller – short-term contribution of brand building, and the possible longer-term contribution of sales activations. The scenario could be as follows: after seeing an initial sales uplift following the launch of a Performance campaign, sales begin to plateau, and efficiency begins to decrease. This is an indication that your Performance ceiling has been hit (you have saturated your audience). The decision is made to deploy \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fred-thread-brand-performance-marketing\u002F\">brand-building activity\u003C\u002Fa>. This activity is responsible for a small amount of its own sales in the short term and improves the efficiency and volume of sales achieved by the Performance activity by virtue of raising the Performance ceiling, thus increasing the total volume of sales over time.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_05.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33574\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"recognising-the-mutual-importance-of-brand-and-performance-is-only-one-challenge\">Recognising the mutual importance of Brand and Performance is only one challenge\u003C\u002Fh2>\n\n\n\n\u003Cp>Putting the necessary infrastructure in place to address this within marketing teams is something entirely different. Delivering a holistic strategy addressing both short- and long-term growth encounters obstacles when teams are so frequently siloed into disparate business units. Vying for targets and budgets only leads to a widening divide between \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fbrand-vs-performance-marketing-getting-the-balance-right\u002F\">Brand and Performance\u003C\u002Fa> activities.\u003C\u002Fp>\n\n\n\n\u003Cp>To address this, some brands and agencies employ Performance Branding tactics as a way to bridge the divide – a ‘two for the price of one’ approach that combines the principles of both tactics within one message, producing mixed results. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fperformance-branding-no-such-thing\u002F\">Examples\u003C\u002Fa> suggest that moving away from emotional, authentic storytelling synonymous with Brand to introduce direct response messaging within the same activations falls flat, while \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.journeyfurther.com\u002Farticles\u002Fbrand-performance-false-dichotomy\">others\u003C\u002Fa> suggest that customer-centricity, holistic KPIs and creative intelligence are the emulsifiers needed to combine the two. Others suggest that the jobs to be done by Branding and Performance are more top-down (Brand) and bottom-up (Performance). That is to say that Brand should be handled at a global level, ensuring holistic, concise and cohesive storytelling, while Performance is regional to incorporate local nuance.\u003C\u002Fp>\n\n\n\n\u003Cp>Impression navigates these business siloes by ensuring cohesion and fluidity across the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">Paid Media\u003C\u002Fa> team. We avoid making pre-determined assumptions on channel value, and instead gather evidence on the causation of performance through incrementality testing and media-mix modelling. The team is then able to plan media investments based on a longer-term and holistic view of channel contribution, whilst using in-platform data for short-term insight and campaign optimisation.  \u003C\u002Fp>\n\n\n\n\u003Cp>To get the best out of this way of working, we position our Paid Media offering as a single service, with the agility to move time and budget across the marketing mix to wherever we’ve determined the most value will be found. Our team are trained to think across the full customer journey, to build a strategy focused on sustainable, long-term growth.\u003C\u002Fp>\n\n\n\n\u003Cp>While we can’t expect organisational structures to change overnight, budgets to suddenly be combined and global and local teams to manifest out of nowhere, we can support brands who choose to take the measurement of their Brand activity seriously, helping them to deploy the advanced measurement tactics necessary to connect top-of-funnel KPIs with critical business objectives, and ensure they recognise the power – and necessity – of brand building on their long term growth.\u003C\u002Fp>\n",{"rendered":109,"protected":193},33597,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[518,519],39,284,[],[207],[523,94,210,211,212,213,214,524,525],"post-33569","category-digital-marketing","category-digital-strategy",[],[],[529,530,531,532],{"path":168,"name":169},{"path":223,"name":224},{"path":116,"name":117},{"path":177,"name":108},"As marketers, we are all familiar with this scenario: stakeholders who are struggling to hit their performance targets want to pause their Brand spend because it ‘doesn’t contribute to sales’. ‘Brand’ spend is frequently the first thing to be cut when business objectives aren’t being met, when targets are increased, or in response to wider […]",{"thumbnail":535,"medium":536,"medium_large":538,"large":540,"1536x1536":542,"2048x2048":544,"post-thumbnail":546,"12_col":548,"default_landscape":550,"default_portrait":552,"6_col_and_margin_short":554,"11_col_and_margin":556,"9_col_rectangle":558,"11_col":560,"staff_image_696_600":562,"rectangular_thumbnail":564},{"url":112,"width":229,"height":229},{"url":537,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":539,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":541,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":543,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":545,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":547,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":549,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":551,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":553,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":555,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":557,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":559,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":561,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":563,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":565,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[567],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":568},{"job_title":9,"full_bio":10,"specialist_service_links":569,"photo":572},[570],{"page":571,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":573},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[575,576],{"id":518,"name":117,"path":116},{"id":519,"name":577,"path":578},"Digital Strategy","\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F","Mythbusting Brand and Performance Marketing: Are they really so different? - Impression",[581,582,583,585,587,588,589,590,591,592,593,595,597,599,600,602,603,604,605,606,607],{"property":278,"content":579},{"name":282,"content":283},{"property":181,"content":584},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmythbusting-brand-and-performance-marketing-are-they-really-so-different\u002F",{"name":287,"content":586},"en_GB",{"property":290,"content":291},{"property":293,"content":579},{"property":295,"content":533},{"property":297,"content":584},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":594},"2025-06-24T12:24:31+00:00",{"property":308,"content":596},"2026-06-29T15:32:30+00:00",{"property":311,"content":598},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Fopen-graph-an-brand-vs-peformance.png?auto=compress%2Cformat&q=90",{"property":314,"content":359},{"property":317,"content":601},1260,{"property":320,"content":41},{"property":163,"content":4},{"property":323,"content":324},{"property":326,"content":598},{"property":328,"content":329},{"property":331,"content":329},{"@context":333,"@graph":609},[610,621,627,630,637,641,659],{"@type":271,"@id":611,"isPartOf":612,"author":613,"headline":108,"datePublished":594,"dateModified":596,"mainEntityOfPage":614,"wordCount":615,"publisher":616,"image":617,"thumbnailUrl":619,"articleSection":620,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmythbusting-brand-and-performance-marketing-are-they-really-so-different\u002F#article",{"@id":584},{"name":4,"@id":339},{"@id":584},1854,{"@id":343},{"@id":618},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmythbusting-brand-and-performance-marketing-are-they-really-so-different\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Flin3jgJU-cj-A36fxINRd04-unsplash.jpg?auto=compress%2Cformat&q=90",[117,577],{"@type":349,"@id":584,"url":584,"name":579,"isPartOf":622,"primaryImageOfPage":623,"image":624,"thumbnailUrl":619,"datePublished":594,"dateModified":596,"breadcrumb":625,"inLanguage":356},{"@id":351},{"@id":618},{"@id":618},{"@id":626},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmythbusting-brand-and-performance-marketing-are-they-really-so-different\u002F#breadcrumb",{"@type":358,"inLanguage":288,"@id":618,"url":619,"contentUrl":619,"width":628,"height":629},3000,2001,{"@type":362,"@id":626,"itemListElement":631},[632,633,634,636],{"@type":365,"position":366,"name":169,"item":367},{"@type":365,"position":369,"name":224,"item":370},{"@type":365,"position":134,"name":117,"item":635},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":365,"position":123,"name":108},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":638,"inLanguage":288,"potentialAction":639},{"@id":377},{"@type":379,"target":640,"query-input":383},{"@type":381,"urlTemplate":382},{"@type":385,"@id":377,"name":300,"url":367,"logo":642,"image":391,"sameAs":643,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":644,"location":645,"areaServed":655},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},[646,649,652],{"@type":412,"name":413,"geo":647,"address":648,"photo":391,"telephone":419},{"@type":415,"latitude":416,"longitude":417},{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},{"@type":412,"name":421,"geo":650,"address":651,"photo":430,"telephone":431},{"@type":415,"latitude":423,"longitude":424},{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},{"@type":412,"name":433,"geo":653,"address":654},{"@type":415,"latitude":435,"longitude":436},{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},[656,657,658],{"@type":445,"name":446},{"@type":445,"name":448},{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":660,"url":182},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"self":662,"collection":667,"about":669,"author":671,"replies":673,"version-history":676,"predecessor-version":680,"wp:featuredmedia":684,"wp:attachment":687,"wp:term":690,"curies":697},[663],{"href":664,"targetHints":665},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33569",{"allow":666},[461,462,463,464,465],[668],{"href":468},[670],{"href":471},[672],{"embeddable":89,"href":474},[674],{"embeddable":89,"href":675},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=33569",[677],{"count":678,"href":679},13,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33569\u002Frevisions",[681],{"id":682,"href":683},39417,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33569\u002Frevisions\u002F39417",[685],{"embeddable":89,"href":686},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F33597",[688],{"href":689},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=33569",[691,693,695],{"taxonomy":494,"embeddable":89,"href":692},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=33569",{"taxonomy":497,"embeddable":89,"href":694},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=33569",{"taxonomy":163,"embeddable":89,"href":696},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=33569",[698],{"name":503,"href":504,"templated":89},{"id":700,"date":701,"date_gmt":701,"guid":702,"modified":122,"modified_gmt":122,"slug":704,"status":18,"type":94,"link":121,"title":705,"content":706,"excerpt":708,"author":195,"featured_media":709,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":710,"categories":712,"collections":713,"coauthors":714,"class_list":715,"acf":717,"head_links":718,"breadcrumbs":719,"url_path":121,"search_description":711,"featured_image_urls":724,"authors":756,"type_nicename":271,"reading_minutes":123,"category":764,"yoast_title":119,"yoast_meta":766,"yoast_json_ld":793,"_links":844},33059,"2025-05-08T16:17:59",{"rendered":703},"\u002F?p=33059","display-video-advertising-platforms",{"rendered":119},{"rendered":707,"protected":193},"\n\u003Cp>It’s estimated that we’re exposed to more than \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F\">4,000 ads each day\u003C\u002Fa>, both online and offline. Whether browsing the internet or waiting at a bus stop, consumers come across countless brand touchpoints throughout their day. For marketers, the challenge lies in striking the right balance between broad \u003Cem>reach\u003C\u002Fem> and genuine \u003Cem>relevance\u003C\u002Fem>.\u003C\u002Fp>\n\n\n\n\u003Cp>Demand-side platforms, or DSPs, are software systems that enable advertisers to purchase online inventory through an auction process. This automated, data-driven method of buying and selling digital ad space appears in formats ranging from website banners to digital out-of-home displays, including placements at major events like the Super Bowl or on your favourite news site.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">Display and Video campaigns\u003C\u002Fa> are among the most commonly used formats for this kind of advertising. However, marketers still need to ensure they’re reaching the right audience. The challenge? The sheer volume of DSPs available, each offering slightly different options for audience access, creative execution, inventory, and measurement.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The choices can be overwhelming, so how can we be confident that we are making the right decision for your marketing goals?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Choosing the right DSP requires careful consideration to ensure the platform’s capabilities match and deliver against your long-term objectives. Some key elements you want to consider are: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Data & targeting needs\u003C\u002Fstrong> – The target audience can be reached with the capabilities of the platform, including built-in brand safety controls and private marketplaces.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Creative capabilities & availability\u003C\u002Fstrong> – The platform can support the preferred creative type (display, video, native, DOOH, audio and CTV).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Measurement & tracking\u003C\u002Fstrong> – The platform has visibility of the success metrics for the wider business, among other factors.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>A Google search for ‘what are the best DSPs’ brings back search results ranging from the Top 5, to the Top 10, to even the Top 25 DSPs you should be trying… so how can you start to narrow this down?\u003C\u002Fp>\n\n\n\n\u003Cp>Broadly speaking, the ‘top’ DSPs are those that have superior access to inventory (bonus points if it’s exclusive!), advanced measurement capabilities, AI-first features, superior customer support and a future-proofed roadmap. Frequently featured on the list for these reasons are Amazon, Trade Desk, Xandr, StackAdapt and DV360.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Below is a case study of how we found a DSP that best suited our client’s needs.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Impression’s tech-agnostic stance gives us the flexibility to adapt our DSP selection based on goals, requirements and capabilities, which is exactly what we did recently for a construction trade client\u003Cem>. \u003C\u002Fem>Historically, this client ran its campaigns via DV360 but were struggling to engage their niche audience, seasoned professional tradespeople and apprentices, and drive them to the website at scale.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmarketingplatform.google.com\u002Fintl\u002Fen_uk\u002Fabout\u002Fdisplay-video-360\u002F\">DV360\u003C\u002Fa>, part of the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F\">Google Marketing Platform\u003C\u002Fa> (GMP) stack, is a popular choice as it works natively with other Google platforms, including Search Ads 360 (SA360) and Google Analytics (GA4). This platform offers exclusive access to YouTube inventory. As this client ran both YouTube and Display, DV360 was a strong fit for them, and centralising their activity reduced media wastage and kept frequency low. However, we found that audience capabilities on the platform became increasingly constricted, having already activated across targeting features such as custom intent, keyword and 3rd party segments.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead, we recommended testing a DSP called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.stackadapt.com\u002F\">StackAdapt\u003C\u002Fa> to drive more qualified sessions to the site.\u003C\u002Fp>\n\n\n\n\u003Cp>We found that StackAdapt’s strengths are in its AI-powered campaign optimisation capabilities and machine learning-driven contextual targeting. This opened up additional opportunities for our client to reach its audience as the platform targets semantic meaning and not just exact match keywords. and the optimisation abilities allowed us to bid towards more valuable inventory whilst balancing budget. The contextual AI targeting allowed us to define ‘in context’ and ‘out of context’ phrases to refine audiences and ensure the client only appeared on pages that were contextually relevant. This meant that the client could keep the campaign focused on targeting its trade audience\u003Cem> \u003C\u002Fem>and not waste budget serving content relevant to non-professional users.\u003C\u002Fp>\n\n\n\n\u003Cp>By implementing this targeting approach, StackAdapt drove \u003Cstrong>129%\u003C\u002Fstrong> more sessions than DV360, despite DV360 having a larger reach for the same budget. Although StackAdapt was the best choice for this client’s specific needs, it’s not a one-size-fits-all approach.\u003C\u002Fp>\n\n\n\n\u003Cp>For this client’s goal of driving website sessions, StackAdapt was the clear winner. However, DSP choice will heavily rely on your specific goals. For the same campaign, DV360 was more cost-efficient, with a \u003Cstrong>23%\u003C\u002Fstrong> lower CPM and a \u003Cstrong>58%\u003C\u002Fstrong> lower CPC, so if those are metrics most important to your campaign, this may be a better choice.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For help choosing the best DSP for your goals, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":120,"protected":193},33062,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":119,"_yoast_wpseo_metadesc":711,"inline_featured_image":193,"footnotes":5},"Demand-side platforms, or DSPs, are software systems that enable advertisers to purchase online inventory through an auction process.",[204],[],[207],[716,94,210,211,212,213,214,217],"post-33059",[],[],[720,721,722,723],{"path":168,"name":169},{"path":223,"name":224},{"path":128,"name":17},{"path":177,"name":119},{"thumbnail":725,"medium":726,"medium_large":728,"large":730,"1536x1536":732,"2048x2048":734,"post-thumbnail":736,"12_col":738,"default_landscape":740,"default_portrait":742,"6_col_and_margin_short":744,"11_col_and_margin":746,"9_col_rectangle":748,"11_col":750,"staff_image_696_600":752,"rectangular_thumbnail":754},{"url":124,"width":229,"height":229},{"url":727,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=120&q=90&w=200",{"url":729,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=460&q=90&w=768",{"url":731,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":733,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=921&q=90&w=1536",{"url":735,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1228&q=90&w=2048",{"url":737,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":739,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":741,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":743,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":745,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":747,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":749,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":751,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":753,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":755,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[757],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":758},{"job_title":9,"full_bio":10,"specialist_service_links":759,"photo":762},[760],{"page":761,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":763},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[765],{"id":204,"name":17,"path":128},[767,768,769,770,772,773,774,775,776,777,778,779,781,783,785,786,787,788,789,790,791,792],{"property":278,"content":119},{"property":280,"content":711},{"name":282,"content":283},{"property":181,"content":771},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdisplay-video-advertising-platforms\u002F",{"name":287,"content":586},{"property":290,"content":291},{"property":293,"content":119},{"property":295,"content":711},{"property":297,"content":771},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":780},"2025-05-08T16:17:59+00:00",{"property":308,"content":782},"2025-05-08T16:18:01+00:00",{"property":311,"content":784},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fopen-graph-dsps.png?auto=compress%2Cformat&q=90",{"property":314,"content":315},{"property":317,"content":318},{"property":320,"content":41},{"property":163,"content":4},{"property":323,"content":324},{"property":326,"content":784},{"property":328,"content":329},{"property":331,"content":329},{"@context":333,"@graph":794},[795,806,812,814,820,824,842],{"@type":271,"@id":796,"isPartOf":797,"author":798,"headline":119,"datePublished":780,"dateModified":782,"mainEntityOfPage":799,"wordCount":800,"publisher":801,"image":802,"thumbnailUrl":804,"articleSection":805,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdisplay-video-advertising-platforms\u002F#article",{"@id":771},{"name":4,"@id":339},{"@id":771},772,{"@id":343},{"@id":803},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdisplay-video-advertising-platforms\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Farno-senoner-FDtJZDU8kws-unsplash.jpg?auto=compress%2Cformat&q=90",[17],{"@type":349,"@id":771,"url":771,"name":119,"isPartOf":807,"primaryImageOfPage":808,"image":809,"thumbnailUrl":804,"datePublished":780,"dateModified":782,"description":711,"breadcrumb":810,"inLanguage":356},{"@id":351},{"@id":803},{"@id":803},{"@id":811},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdisplay-video-advertising-platforms\u002F#breadcrumb",{"@type":358,"inLanguage":288,"@id":803,"url":804,"contentUrl":804,"width":359,"height":813},1439,{"@type":362,"@id":811,"itemListElement":815},[816,817,818,819],{"@type":365,"position":366,"name":169,"item":367},{"@type":365,"position":369,"name":224,"item":370},{"@type":365,"position":134,"name":17,"item":372},{"@type":365,"position":123,"name":119},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":821,"inLanguage":288,"potentialAction":822},{"@id":377},{"@type":379,"target":823,"query-input":383},{"@type":381,"urlTemplate":382},{"@type":385,"@id":377,"name":300,"url":367,"logo":825,"image":391,"sameAs":826,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":827,"location":828,"areaServed":838},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},[829,832,835],{"@type":412,"name":413,"geo":830,"address":831,"photo":391,"telephone":419},{"@type":415,"latitude":416,"longitude":417},{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},{"@type":412,"name":421,"geo":833,"address":834,"photo":430,"telephone":431},{"@type":415,"latitude":423,"longitude":424},{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},{"@type":412,"name":433,"geo":836,"address":837},{"@type":415,"latitude":435,"longitude":436},{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},[839,840,841],{"@type":445,"name":446},{"@type":445,"name":448},{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":843,"url":182},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"self":845,"collection":850,"about":852,"author":854,"replies":856,"version-history":859,"predecessor-version":862,"wp:featuredmedia":866,"wp:attachment":869,"wp:term":872,"curies":879},[846],{"href":847,"targetHints":848},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33059",{"allow":849},[461,462,463,464,465],[851],{"href":468},[853],{"href":471},[855],{"embeddable":89,"href":474},[857],{"embeddable":89,"href":858},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=33059",[860],{"count":366,"href":861},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33059\u002Frevisions",[863],{"id":864,"href":865},33060,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33059\u002Frevisions\u002F33060",[867],{"embeddable":89,"href":868},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F33062",[870],{"href":871},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=33059",[873,875,877],{"taxonomy":494,"embeddable":89,"href":874},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=33059",{"taxonomy":497,"embeddable":89,"href":876},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=33059",{"taxonomy":163,"embeddable":89,"href":878},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=33059",[880],{"name":503,"href":504,"templated":89},{"id":882,"date":883,"date_gmt":883,"guid":884,"modified":133,"modified_gmt":133,"slug":886,"status":18,"type":94,"link":132,"title":887,"content":888,"excerpt":890,"author":195,"featured_media":891,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":892,"categories":895,"collections":896,"coauthors":897,"class_list":898,"acf":900,"head_links":901,"breadcrumbs":902,"url_path":132,"search_description":894,"featured_image_urls":907,"authors":939,"type_nicename":271,"reading_minutes":134,"category":947,"yoast_title":893,"yoast_meta":950,"yoast_json_ld":977,"_links":1028},30817,"2024-10-28T11:17:22",{"rendered":885},"\u002F?p=30817","linear-vs-connected-tv-advertising",{"rendered":130},{"rendered":889,"protected":193},"\n\u003Cp>Digital advertising tactics are evolving. Many traditionally ‘offline’ strategies are being connected to the internet, becoming highly targeted, measurable and impactful. TV advertising is no longer limited to live broadcast commercial breaks; with video streaming, there is ample opportunity for advertisers to integrate data and reach audiences in increasingly poignant moments.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-linear-tv-advertising\">What is Linear TV Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advantages-of-linear-tv-advertising\">Advantages of Linear TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#disadvantages-of-linear-tv-advertising\">Disadvantages of Linear TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-connected-tv-advertising\">What is Connected TV Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advantages-of-connected-tv-advertising\">Advantages of Connected TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#disadvantages-of-connected-tv-advertising\">Disadvantages of Connected TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#conclusion\">Conclusion\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-linear-tv-advertising\">What is Linear TV Advertising?\u003C\u002Fh2>\n\n\n\n\u003Cp>Linear TV is television watched live, with content delivered on a fixed schedule. This can be via a cable or satellite subscription or antenna, examples being ITV, Channel 4 and Sky. Viewers tune in at dedicated times to watch their favourite programmes, and ads are shown during commercial breaks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"advantages-of-linear-tv-advertising\">Advantages of Linear TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Reaching older demographics: \u003C\u002Fstrong>these audiences can be difficult to reach across other digital channels and make up a core number of linear TV viewership.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Building brand credibility\u003C\u002Fstrong>: advertisements on established networks can enhance brand credibility and visibility, as viewers often trust content from known sources.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Aligning with high-profile events\u003C\u002Fstrong>: linear TV excels during live events, such as sports or award shows, where viewer engagement is at its peak.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"disadvantages-of-linear-tv-advertising\">Disadvantages of Linear TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Limitations in targeting\u003C\u002Fstrong>: Ad slots are largely chosen based on inferences made about audiences tuning into certain programmes, so it is difficult to get specific with your targeting.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Inflexibility\u003C\u002Fstrong>: Due to scheduling, ad slots must be confirmed well in advance, leaving little room for changes.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Expensive\u003C\u002Fstrong>: Accessing prime slots can have a high cost, meaning it’s less accessible for smaller businesses.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-connected-tv-advertising\">What is Connected TV Advertising?\u003C\u002Fh2>\n\n\n\n\u003Cp>By contrast, Connected TV is watched on a television that’s connected to the internet, which allows content to be streamed on demand via platforms like All4, Netflix and YouTube. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1350\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fshutter-speed-JKfDuqD90pI-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30822\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"advantages-of-connected-tv-advertising\">Advantages of Connected TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Data-led targeting\u003C\u002Fstrong>: CTV’s internet connection allows advertisers to integrate data segments in real-time, enabling the use of 1st party, demographic, interest and geo data.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Exciting formats\u003C\u002Fstrong>: as well as the standard in-stream ads that play before, during and after streaming content, additional formats are available that allow brands to position themselves in front of viewers in increasingly less intrusive ways. Overlays and companion ads can effectively promote brands and products without interrupting the viewing experience.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Increased efficiency\u003C\u002Fstrong>: CTV costs are generally lower than linear TV, and targeting availability reduces media wastage.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"disadvantages-of-connected-tv-advertising\">Disadvantages of Connected TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Disjointed audiences\u003C\u002Fstrong>: there’s a multitude of CTV platforms offering ad spots, and with many users accessing multiple streaming services, it can be difficult to reach a broad audience.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Measurement capabilities\u003C\u002Fstrong>: despite being significantly more sophisticated than linear TV ad insights, they can require more complex pixel implementation to track results.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Negative opinion: \u003C\u002Fstrong>ad-supported paid-for subscription services are receiving increasingly negative customer feedback.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conclusion\">Conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>TV advertising continues to evolve through improvements in addressability, functionality and measurability. For brands seeking to reach older demographics and the credibility of renowned channels, Linear TV may provide value. On the other hand, for advertisers focused on targeted campaigns and engaging content, CTV is a compelling option. Ultimately, the right solution will depend on many factors, including a brand’s objective, creative capabilities and target audience, meaning that we may see a hybrid approach to TV targeting continue. \u003C\u002Fp>\n\n\n\n\u003Cp>You can \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">learn more about programmatic advertising, best practice and more\u003C\u002Fa> in my comprehensive guide. \u003C\u002Fp>\n\n\n\n\u003Cp>For advice on the best approach to help your brand reach its individual goals, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team. \u003C\u002Fp>\n",{"rendered":131,"protected":193},30821,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":893,"_yoast_wpseo_metadesc":894,"inline_featured_image":193,"footnotes":5},"Pros and cons of Linear vs Connected TV advertising | Impression","Learn more about the differences between Linear and Connected TV, and how strategies are evolving into data-led, highly targeted digital tactics.",[518,204],[],[207],[899,94,210,211,212,213,214,524,217],"post-30817",[],[],[903,904,905,906],{"path":168,"name":169},{"path":223,"name":224},{"path":128,"name":17},{"path":177,"name":130},{"thumbnail":908,"medium":909,"medium_large":911,"large":913,"1536x1536":915,"2048x2048":917,"post-thumbnail":919,"12_col":921,"default_landscape":923,"default_portrait":925,"6_col_and_margin_short":927,"11_col_and_margin":929,"9_col_rectangle":931,"11_col":933,"staff_image_696_600":935,"rectangular_thumbnail":937},{"url":135,"width":229,"height":229},{"url":910,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=121&q=90&w=200",{"url":912,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=464&q=90&w=768",{"url":914,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":916,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=928&q=90&w=1536",{"url":918,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1237&q=90&w=2048",{"url":920,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":922,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":924,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":926,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":928,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":930,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":932,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":934,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":936,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":938,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[940],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":941},{"job_title":9,"full_bio":10,"specialist_service_links":942,"photo":945},[943],{"page":944,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":946},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[948,949],{"id":518,"name":117,"path":116},{"id":204,"name":17,"path":128},[951,952,953,954,956,957,958,959,960,961,962,963,965,967,969,970,971,972,973,974,975,976],{"property":278,"content":893},{"property":280,"content":894},{"name":282,"content":283},{"property":181,"content":955},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F",{"name":287,"content":586},{"property":290,"content":291},{"property":293,"content":893},{"property":295,"content":894},{"property":297,"content":955},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":964},"2024-10-28T11:17:22+00:00",{"property":308,"content":966},"2026-02-18T13:22:37+00:00",{"property":311,"content":968},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fopen-graph-linear-vs-connected-tv.png?auto=compress%2Cformat&q=90",{"property":314,"content":315},{"property":317,"content":318},{"property":320,"content":41},{"property":163,"content":4},{"property":323,"content":324},{"property":326,"content":968},{"property":328,"content":329},{"property":331,"content":329},{"@context":333,"@graph":978},[979,990,996,998,1004,1008,1026],{"@type":271,"@id":980,"isPartOf":981,"author":982,"headline":130,"datePublished":964,"dateModified":966,"mainEntityOfPage":983,"wordCount":984,"publisher":985,"image":986,"thumbnailUrl":988,"articleSection":989,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F#article",{"@id":955},{"name":4,"@id":339},{"@id":955},573,{"@id":343},{"@id":987},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&q=90",[117,17],{"@type":349,"@id":955,"url":955,"name":893,"isPartOf":991,"primaryImageOfPage":992,"image":993,"thumbnailUrl":988,"datePublished":964,"dateModified":966,"description":894,"breadcrumb":994,"inLanguage":356},{"@id":351},{"@id":987},{"@id":987},{"@id":995},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F#breadcrumb",{"@type":358,"inLanguage":288,"@id":987,"url":988,"contentUrl":988,"width":359,"height":997},1450,{"@type":362,"@id":995,"itemListElement":999},[1000,1001,1002,1003],{"@type":365,"position":366,"name":169,"item":367},{"@type":365,"position":369,"name":224,"item":370},{"@type":365,"position":134,"name":17,"item":372},{"@type":365,"position":123,"name":130},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":1005,"inLanguage":288,"potentialAction":1006},{"@id":377},{"@type":379,"target":1007,"query-input":383},{"@type":381,"urlTemplate":382},{"@type":385,"@id":377,"name":300,"url":367,"logo":1009,"image":391,"sameAs":1010,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":1011,"location":1012,"areaServed":1022},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},[1013,1016,1019],{"@type":412,"name":413,"geo":1014,"address":1015,"photo":391,"telephone":419},{"@type":415,"latitude":416,"longitude":417},{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},{"@type":412,"name":421,"geo":1017,"address":1018,"photo":430,"telephone":431},{"@type":415,"latitude":423,"longitude":424},{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},{"@type":412,"name":433,"geo":1020,"address":1021},{"@type":415,"latitude":435,"longitude":436},{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},[1023,1024,1025],{"@type":445,"name":446},{"@type":445,"name":448},{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":1027,"url":182},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"self":1029,"collection":1034,"about":1036,"author":1038,"replies":1040,"version-history":1043,"predecessor-version":1046,"wp:featuredmedia":1050,"wp:attachment":1053,"wp:term":1056,"curies":1063},[1030],{"href":1031,"targetHints":1032},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30817",{"allow":1033},[461,462,463,464,465],[1035],{"href":468},[1037],{"href":471},[1039],{"embeddable":89,"href":474},[1041],{"embeddable":89,"href":1042},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=30817",[1044],{"count":123,"href":1045},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30817\u002Frevisions",[1047],{"id":1048,"href":1049},37425,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30817\u002Frevisions\u002F37425",[1051],{"embeddable":89,"href":1052},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F30821",[1054],{"href":1055},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=30817",[1057,1059,1061],{"taxonomy":494,"embeddable":89,"href":1058},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=30817",{"taxonomy":497,"embeddable":89,"href":1060},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=30817",{"taxonomy":163,"embeddable":89,"href":1062},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=30817",[1064],{"name":503,"href":504,"templated":89},{"id":1066,"date":1067,"date_gmt":1067,"guid":1068,"modified":143,"modified_gmt":143,"slug":1070,"status":18,"type":94,"link":142,"title":1071,"content":1072,"excerpt":1074,"author":195,"featured_media":1075,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":1076,"categories":1079,"collections":1080,"coauthors":1081,"class_list":1082,"acf":1084,"head_links":1085,"breadcrumbs":1086,"url_path":142,"search_description":1078,"featured_image_urls":1091,"authors":1123,"type_nicename":271,"reading_minutes":144,"category":1131,"yoast_title":1077,"yoast_meta":1135,"yoast_json_ld":1162,"_links":1213},24378,"2024-03-06T15:37:15",{"rendered":1069},"\u002F?p=24378","new-spaces-to-drive-awareness-for-dtc-brands-and-retailers",{"rendered":140},{"rendered":1073,"protected":193},"\n\u003Cp>Did you know there are between 20 and 500 \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.rockerbox.com\u002Fblog\u002Fmarketing-paths-unlocking-the-customer-journey-with-rockerbox\">touchpoints\u003C\u002Fa> in the average customer journey? It’s vital to start driving brand awareness early so you’re in a strong position when your consumers are ready to purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, I’m going to walk you through the day in the life of your consumer to help you explore new unique spaces to connect with your customers. \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Various pieces of research have determined that we’re exposed to an estimated \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.redcrowmarketing.com\u002Fblog\u002Fmany-ads-see-one-day\u002F\">4,000 ads every day\u003C\u002Fa> (and this is at the lower end of the estimate, with some suggesting it could be around 10,000!) That’s a huge amount of content that is supposed to not only grab our attention but also be exciting, inspiring and memorable. \u003C\u002Fp>\n\n\n\n\u003Cp>From those 4,000-10,000 ads, only around \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.redcrowmarketing.com\u002Fblog\u002Fmany-ads-see-one-day\u002F\">100 of them can be recalled\u003C\u002Fa> by those that have viewed them. This means that, even when using the more conservative estimates, consumers register less than 2% of the ads served to them every single day. It’s obvious that it’s more important than ever to cut through the clutter and differentiate your strategy to stand out from the crowd. \u003C\u002Fp>\n\n\n\n\u003Cp>So where are people seeing these thousands of ads? Unsurprisingly, the majority, at around 62% are consumed online, via mobiles and laptops with social media and internet browsing forming a large part of our professional and personal lives. \u003C\u002Fp>\n\n\n\n\u003Cp>That being said, your customers’ lives are so much more than the devices they carry with them. There are many more opportunities to connect with them beyond when they are scrolling on their phones. Let’s explore what a typical day could look like for your audience to identify key moments to tap into to make meaningful connections.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"0715-am-your-morning-alarm-sounds\">\u003Cstrong>07:15 am – your morning alarm sounds \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For most of us, our day starts with a pretty rude awakening. We might struggle to get up, snoozing our alarm a few times. We also might be part of the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002Ftapjoy\u002Ftapjoy-research-when-do-people-play-mobile-games-8c622c7429f\">27% of people\u003C\u002Fa> who pick up their phone to play their favourite game before getting out of bed. This presents advertisers with their first opportunity to connect with customers. \u003C\u002Fp>\n\n\n\n\u003Cp>The in-game advertising sector is predicted to grow by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Fdmo\u002Fdigital-media\u002Fvideo-games\u002Fin-game-advertising\u002Fworldwide\">9% between now and 2027\u003C\u002Fa>, helped by around half of Europeans that are considered gamers. In this context, gamers aren’t just people who enjoy video games and games consoles, it includes anyone who plays any kind of mobile game or game on their computer, too. Think of favourites such as Candy Crush and Wordle, which helps to highlight the potential scale of this audience. In-game ads have been proven to evoke positive sentiment towards the brands associated with them, with up to two-thirds of people saying that they feel positively about the advertisers they see in-game. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"662\" height=\"371\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTalk-Talk-Ingame-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24386\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"659\" height=\"370\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTalk-Talk-Ingame.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24387\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Specifically, intrinsic in-game ads are ads integrated into gameplay, providing a native advertising format that adds to – rather than takes away from – the experience of the game. As you can see in the below TalkTalk example, the branding is integrated into the perimeter ad strip as it would be in a real-life football match. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s this unexpected visibility that leads to a strong positive association with the brand and up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bidstack.com\u002Fcase-studies\u002Fleading-us-grocer\u002F\">21x more attention\u003C\u002Fa> being paid to the content than standard mobile advertising.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"0833-youre-up-ready-for-the-day-ahead\">\u003Cstrong>08:33 – you’re up ready for the day ahead\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, you’ve got yourself ready and out the door and you’re listening to your favourite playlist on the commute to work. Here presents the second opportunity to reach your audience.\u003C\u002Fp>\n\n\n\n\u003Cp>Audio ads present a unique opportunity to reach our customers while they are engaging in another activity, and not looking at a screen. Audio ads have been shown to be hugely engaging, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faudacyinc.com\u002Finsights\u002Fdisrupt-dont-interrupt\u002F\">61% of listeners\u003C\u002Fa> reporting that they stay tuned throughout the ads – this is especially effective when we consider that linear \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faudacyinc.com\u002Finsights\u002Fdisrupt-dont-interrupt\u002F\">TV is only 19%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>‘3D audio’ is a creative technique that aims to mimic the real way we process sound – in real life we don’t experience sound as fixed and centred at all times, instead it is many sounds layered on top of each other and shifts around our field of hearing. 3D audio ads use the ‘experience’ of sound to deliver a more emotive creative experience – for example, an alcohol brand might use the sounds of a drink being mixed – the clinking of ice, the crack of a can being opened alongside the script to evoke the feelings one has when they are about to taste their favourite drink.\u003C\u002Fp>\n\n\n\n\u003Cp>Putting this into practice, Spotify partnered with Fuse Tea to produce an ASMR-style 3D audio ad to create a relaxing experience for people listening to chilled-out playlists and promote the idea of ‘me time’. The campaign was wildly successful and saw a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.spotify.com\u002Fen-GB\u002Fguide-to-creating-audio-ads\u002Fwhat-is-3d-audio\u002F\">3.5x increase in ad recall and a 1.8x increase\u003C\u002Fa> in brand awareness compared to your standard audio ad. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1245-its-lunchtime\">\u003Cstrong>12:45 – it’s lunchtime \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So it’s time for lunch and you’ve forgotten the sandwich you made, so you head out to the shop to go and buy something. On your walk, you may pass a digital-out-of-home ad (DOOH) – which is exactly what it says on the tin – a digitised version of classic billboards and street signage. The digital element allows them to be much more targeted, flexible and measurable than offline out-of-home advertising. \u003C\u002Fp>\n\n\n\n\u003Cp>DOOH has been a hot topic in the marketing world for some time, although its rapid rise to success was somewhat curtailed by the pandemic. However, its growth is back on track with spend reportedly \u003Ca href=\"https:\u002F\u002Fwww.prweb.com\u002Freleases\u002F2023\u002F1\u002Fprweb19100959.htm\">increasing by 25%\u003C\u002Fa> between 2021 and 2022.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s proven to be a powerful tool for driving not only awareness but also action – with campaigns reporting that up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foaaa.org\u002Fblog-posts\u002Fnielsen-research-dooh-engages-consumers-and-drives-activations\u002F\">62% of viewers\u003C\u002Fa> took to their smartphones to look for more information after seeing a DOOH ad. An excellent example of bringing an ‘offline’ audience online.\u003C\u002Fp>\n\n\n\n\u003Cp>Jagermeister used DOOH to launch its new cold brew coffee product, activating across screens in areas with high footfall amongst its strict ‘over-21’ audience. The campaign saw brand awareness \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.vistarmedia.com\u002Fblog\u002Fjagermeister-dooh-marketing\">increase by 73%\u003C\u002Fa> by the end of the campaign.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"962\" height=\"448\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FJagermeister-DOOH.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24388\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>While the popular gym group Virgin Active demonstrated success in this field by running a geo and time-targeted DOOH campaign to reach commuters in the city, encouraging them to sign up for the closest gym to their work. This resulted in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.jcdecaux.co.uk\u002Fleading-insight\u002Fcampaign-case-studies\u002Fprogrammatic-case-studies\u002Fvirgin-active-programmatic-dooh-campaign\">3x higher\u003C\u002Fa> footfall to their local gyms during the campaign run.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1945-work-is-finished-dinners-made-and-its-time-to-settle-down\">\u003Cstrong>19:45 – work is finished, dinner’s made, and it’s time to settle down\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With your feet up on the sofa, you switch on your smart TV to settle down for the evening.\u003C\u002Fp>\n\n\n\n\u003Cp>Over the past few years, connected TV has rocketed in popularity with 67% of households now owning one. As connected TV requires users to sign in, it is cookieless, it’s also the largest screen in the house and automatically sound on – making for an excellent environment for high-impact branding.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Fads-ctv-attention-grabbing-linear-tv-social-video\u002F1755566\">50% of people\u003C\u002Fa> watch more CTV than linear and audiences are also shown to be more engaged with it, with attention rate reported at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Fads-ctv-attention-grabbing-linear-tv-social-video\u002F1755566\">82% for CTV vs 69% for linear\u003C\u002Fa>. This creates a huge opportunity for marketers to reach people through this channel.\u003C\u002Fp>\n\n\n\n\u003Cp>The animal charity, the RSPCA worked with Quantcast to deliver a full-funnel CTV campaign – with objectives from brand awareness, all the way through to conversion. The campaign demonstrated the value of CTV throughout the funnel, with a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.quantcast.com\u002Fwp-content\u002Fuploads\u002F2020\u002F11\u002FRSPCA-PDF-new.pdf\">25% lift in ad recall and over 200% more donations\u003C\u002Fa> on-site during the campaign run.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2300-time-for-bed\">\u003Cstrong>23:00 – time for bed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Finally, just before heading off to bed, you might find yourself listening to the radio through your voice assistant. \u003C\u002Fp>\n\n\n\n\u003Cp>Voice assistants take many forms, Apple’s Siri, Amazon’s Alexa, and Google’s Nest are just a few, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.djsresearch.co.uk\u002FInformationTechnologyMarketResearchInsightsAndFindings\u002Farticle\u002FTwo-fifths-of-adults-own-and-use-a-voice-activated-personal-assistant-or-smart-speaker-device-finds-survey-05114#:~:text=59%20%2D%20Information%20Technology-,Two%2Dfifths%20of%20adults%20own%20and%20use%20a%20voice%2Dactivated,assistant%20or%20smart%20speaker%20device\">39% of adults\u003C\u002Fa> say they regularly use a voice-activated assistant.\u003C\u002Fp>\n\n\n\n\u003Cp>While voice-assistant ads aren’t widespread – yet – they are a hot topic for the future of personalised advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>Voice-activated ads are user-led, asking for ‘permission’ to be interacted with meaning they are a much less intrusive ad format than many others. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2021, Berocca Boost became the first FMCG brand to adopt ‘actionable audio’. The clever campaign started with an audio ad delivered to voice assistants that were playing the radio, appealing to the bad weather and subsequent colds people were getting at that time of year. The call to action was a voice prompt that people could use to engage with their voice assistant and be taken through a custom conversation about the product. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmobilemarketingmagazine.com\u002Fberocca-boost-amazon-alexa-actionable-audio-ad\">46% of people\u003C\u002Fa> asked for more information following the ad, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmobilemarketingmagazine.com\u002Fberocca-boost-amazon-alexa-actionable-audio-ad\">23% went on to make a purchase\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary\">\u003Cstrong>Summary\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Over the last 15 hours, you can see that a person’s average day presents multiple opportunities for your brands to connect with them in meaningful ways.\u003C\u002Fp>\n\n\n\n\u003Cp>To elevate your awareness strategy ahead of peak and start making meaningful connections with your customers, make sure to consider not only how you are reaching your audience, but also where you are reaching them. If you want to discuss any of these tactics in more detail, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team to learn more.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>This blog is a write-up of an original webinar talk which you can find \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fdriving-ecommerce-revenue-growth-beyond-paid-search\u002F\">here\u003C\u002Fa>. For more tips and advice on all things PPC, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic\u003C\u002Fa> and Paid Media, be sure to check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">blog\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":141,"protected":193},24383,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1077,"_yoast_wpseo_metadesc":1078,"inline_featured_image":193,"footnotes":5},"New spaces to drive awareness for DTC brands and retailers | Impression","In this blog, we explore the day in the life of your consumer to help you explore new unique spaces to connect with your customers. Learn more.",[518,203,204],[],[207],[1083,94,210,211,212,213,214,524,216,217],"post-24378",[],[],[1087,1088,1089,1090],{"path":168,"name":169},{"path":223,"name":224},{"path":116,"name":117},{"path":177,"name":140},{"thumbnail":1092,"medium":1093,"medium_large":1095,"large":1097,"1536x1536":1099,"2048x2048":1101,"post-thumbnail":1103,"12_col":1105,"default_landscape":1107,"default_portrait":1109,"6_col_and_margin_short":1111,"11_col_and_margin":1113,"9_col_rectangle":1115,"11_col":1117,"staff_image_696_600":1119,"rectangular_thumbnail":1121},{"url":145,"width":229,"height":229},{"url":1094,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1096,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1098,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1100,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1102,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1104,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1106,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1108,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1110,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1112,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1114,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1116,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1118,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1120,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1122,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1124],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":1125},{"job_title":9,"full_bio":10,"specialist_service_links":1126,"photo":1129},[1127],{"page":1128,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":1130},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[1132,1133,1134],{"id":518,"name":117,"path":116},{"id":203,"name":160,"path":159},{"id":204,"name":17,"path":128},[1136,1137,1138,1139,1141,1142,1143,1144,1145,1146,1147,1148,1150,1152,1154,1155,1156,1157,1158,1159,1160,1161],{"property":278,"content":1077},{"property":280,"content":1078},{"name":282,"content":283},{"property":181,"content":1140},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F",{"name":287,"content":586},{"property":290,"content":291},{"property":293,"content":1077},{"property":295,"content":1078},{"property":297,"content":1140},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":1149},"2024-03-06T15:37:15+00:00",{"property":308,"content":1151},"2024-12-10T11:47:28+00:00",{"property":311,"content":1153},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fopen-graph-new-spaces-for-dtc-brands.png?auto=compress%2Cformat&q=90",{"property":314,"content":315},{"property":317,"content":318},{"property":320,"content":41},{"property":163,"content":4},{"property":323,"content":324},{"property":326,"content":1153},{"property":328,"content":329},{"property":331,"content":329},{"@context":333,"@graph":1163},[1164,1175,1181,1183,1189,1193,1211],{"@type":271,"@id":1165,"isPartOf":1166,"author":1167,"headline":140,"datePublished":1149,"dateModified":1151,"mainEntityOfPage":1168,"wordCount":1169,"publisher":1170,"image":1171,"thumbnailUrl":1173,"articleSection":1174,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F#article",{"@id":1140},{"name":4,"@id":339},{"@id":1140},1557,{"@id":343},{"@id":1172},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fjason-rost-00LRyw2RytE-unsplash.jpg?auto=compress%2Cformat&q=90",[117,160,17],{"@type":349,"@id":1140,"url":1140,"name":1077,"isPartOf":1176,"primaryImageOfPage":1177,"image":1178,"thumbnailUrl":1173,"datePublished":1149,"dateModified":1151,"description":1078,"breadcrumb":1179,"inLanguage":356},{"@id":351},{"@id":1172},{"@id":1172},{"@id":1180},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F#breadcrumb",{"@type":358,"inLanguage":288,"@id":1172,"url":1173,"contentUrl":1173,"width":359,"height":1182},1600,{"@type":362,"@id":1180,"itemListElement":1184},[1185,1186,1187,1188],{"@type":365,"position":366,"name":169,"item":367},{"@type":365,"position":369,"name":224,"item":370},{"@type":365,"position":134,"name":117,"item":635},{"@type":365,"position":123,"name":140},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":1190,"inLanguage":288,"potentialAction":1191},{"@id":377},{"@type":379,"target":1192,"query-input":383},{"@type":381,"urlTemplate":382},{"@type":385,"@id":377,"name":300,"url":367,"logo":1194,"image":391,"sameAs":1195,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":1196,"location":1197,"areaServed":1207},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},[1198,1201,1204],{"@type":412,"name":413,"geo":1199,"address":1200,"photo":391,"telephone":419},{"@type":415,"latitude":416,"longitude":417},{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},{"@type":412,"name":421,"geo":1202,"address":1203,"photo":430,"telephone":431},{"@type":415,"latitude":423,"longitude":424},{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},{"@type":412,"name":433,"geo":1205,"address":1206},{"@type":415,"latitude":435,"longitude":436},{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},[1208,1209,1210],{"@type":445,"name":446},{"@type":445,"name":448},{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":1212,"url":182},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"self":1214,"collection":1219,"about":1221,"author":1223,"replies":1225,"version-history":1228,"predecessor-version":1232,"wp:featuredmedia":1236,"wp:attachment":1239,"wp:term":1242,"curies":1249},[1215],{"href":1216,"targetHints":1217},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24378",{"allow":1218},[461,462,463,464,465],[1220],{"href":468},[1222],{"href":471},[1224],{"embeddable":89,"href":474},[1226],{"embeddable":89,"href":1227},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=24378",[1229],{"count":1230,"href":1231},7,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24378\u002Frevisions",[1233],{"id":1234,"href":1235},27493,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24378\u002Frevisions\u002F27493",[1237],{"embeddable":89,"href":1238},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F24383",[1240],{"href":1241},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=24378",[1243,1245,1247],{"taxonomy":494,"embeddable":89,"href":1244},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=24378",{"taxonomy":497,"embeddable":89,"href":1246},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=24378",{"taxonomy":163,"embeddable":89,"href":1248},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=24378",[1250],{"name":503,"href":504,"templated":89},{"id":1252,"date":1253,"date_gmt":1253,"guid":1254,"modified":153,"modified_gmt":153,"slug":1256,"status":18,"type":94,"link":152,"title":1257,"content":1258,"excerpt":1260,"author":195,"featured_media":1261,"comment_status":19,"ping_status":19,"sticky":193,"template":5,"format":197,"meta":1262,"categories":1265,"collections":1266,"coauthors":1267,"class_list":1268,"acf":1270,"head_links":1271,"breadcrumbs":1272,"url_path":152,"search_description":1264,"featured_image_urls":1277,"authors":1309,"type_nicename":271,"reading_minutes":154,"category":1317,"yoast_title":1263,"yoast_meta":1320,"yoast_json_ld":1352,"_links":1402},21672,"2023-02-28T10:39:40",{"rendered":1255},"\u002F?p=21672","programmatic-advertising-explained",{"rendered":150},{"rendered":1259,"protected":193},"\n\u003Cp>There are many myths surrounding programmatic advertising which can leave marketers confused about where to start and whether it’s suitable for their business.\u003C\u002Fp>\n\n\n\n\u003Cp>In reality, Programmatic can be a valuable channel to include in your marketing arsenal in order to find and target new audiences. In this blog, we will guide you through the world of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic advertising\u003C\u002Fa>, covering what it is, different programmatic advertising platforms, the targeting and ad formats available, and the benefits and limitations of the channel..\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-programmatic-advertising-key-definitions\">What is programmatic advertising? Key definitions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#programmatic-myths\">Programmatic myths\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#programmatic-is-for-brand-building-only\">“Programmatic is for brand-building only”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#programmatic-can-only-be-accessed-with-large-marketing-budgets\">“Programmatic can only be accessed with large marketing budgets”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#programmatic-activity-is-hard-to-measure\">“Programmatic activity is hard to measure”\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-does-programmatic-advertising-work\">How does programmatic advertising work?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#real-time-bidding\">Real-time bidding work: how it works\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#programmatic-advertising-platforms-and-ad-format-types\">Programmatic advertising platforms and ad format types\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#display-video\">Display & Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#youtube-video\">YouTube Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#custom-publisher-formats\">Custom publisher formats\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audio\">Audio\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#connected-tv-ctv\">Connected TV (CTV)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#programmatic-digital-out-of-home\">Programmatic digital out-of-home\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#programmatic-targeting-contextual-and-audience-data\">Programmatic targeting: contextual and audience data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#creative\">How important is creative in Programmatic Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#top-tips-for-effective-creatives\">Top tips for effective creatives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#personalise-your-creative\">Personalise your creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#adapt-your-ads-to-their-environment\">Adapt your ads to their environment\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#interactivity\">Interactivity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#be-brand-led\">Be brand-led\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-the-benefits-of-programmatic-advertising\">What are the benefits of Programmatic Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#scale\">Scale\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#efficiency\">Efficiency\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#targeting\">Targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#formats\">Formats\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-the-challenges-of-programmatic-advertising\">What are the challenges of Programmatic Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#brand-safety\">Brand safety\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#upper-funnel\">Upper funnel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ad-fraud\">Ad fraud\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-next-for-programmatic-advertising\">What’s next for Programmatic Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#trends-and-predictions-for-2026\">Trends and predictions for 2026\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#retail-medias-off-site-boom\">Retail Media’s off-site boom\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#curation-of-supply-paths\">Curation of supply paths\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#branded-searches-win-in-the-zero-click-era\">Branded searches win in the zero-click era\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#best-practices-for-programmatic-campaigns-in-2026\">Best practices for Programmatic campaigns in 2026\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#programmatic-advertising-faqs\">Programmatic advertising FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#next-steps\">Next steps\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-programmatic-advertising-key-definitions\">\u003Cstrong>What is programmatic advertising? Key definitions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To give you a rounded view, we’ve hand-picked a few definitions that we think sum up programmatic advertising well: \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>“Programmatic ad buying is the use of software to buy digital advertising. While the traditional method includes requests for proposals, tenders, quotes, and negotiation, programmatic buying uses algorithmic software to buy and sell online display space.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdigitalmarketinginstitute.com\u002Fblog\u002Fthe-beginners-guide-to-programmatic-advertising#heading_52480\">Digital Marketing Institute, 2025\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp class=\"has-text-align-center\">“\u003Cem>Programmatic advertising differs from more traditional media buying methods in its use of automation. It analyses many user signals to ensure that ads serve the right person, in the right place, at the right time.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fwhat-is-programmatic-advertising\u002F462655\u002F\">\u003Cem>Search Engine Journal, 2022\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp class=\"has-text-align-left\">In 2026, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mordorintelligence.com\u002Findustry-reports\u002Fglobal-programmatic-advertisement-market\">programmatic display advertising market\u003C\u002Fa> has an estimated value of $720 billion which is expected to reach $1.17 trillion by 2031. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmarketingltb.com\u002Fblog\u002Fstatistics\u002Fprogrammatic-advertising-statistics\u002F#:~:text=The%20global%20programmatic%20advertising%20market,transactions%20(exchange%20data%20trend).\">Recent research\u003C\u002Fa> suggests that over 90% of all digital displays are now programmatic, and that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.comscore.com\u002FInsights\u002FPress-Releases\u002F2026\u002F1\u002FComscore-2026-State-of-Programmatic-Report\">58% of marketers\u003C\u002Fa> are looking to increase their spending in 2026, especially in Connected TV and audio where linear TV budget reallocation is expected to fund growth.\u003C\u002Fp>\n\n\n\n\u003Cp>As of 2021, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.alliedmarketresearch.com\u002Fprogrammatic-display-advertising-market-A31468\">programmatic display advertising market\u003C\u002Fa> was valued at $451.3 billion and is expected to reach $9473.3 billion by 2031. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrandequity.economictimes.indiatimes.com\u002Fnews\u002Fadvertising\u002Fprogrammatic-advertising-trends-for-2022\u002F89543721\">Recent Brand Equity statistics\u003C\u002Fa> show that 72% of all digital displays are now programmatic, and that 58% of marketers are looking to increase their spending on display. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.admonsters.com\u002Fad-tech-professionals-predict-ctv-tv-and-video-trends-for-2023\u002F\">Areas for growth in 2023\u003C\u002Fa> include Connected TV (expected to grow by 14.4%) and mobile (expected to grow by 52%).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-myths\">\u003Cstrong>Programmatic myths\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Whether you’re familiar with Programmatic advertising or not, you might have heard a few misconceptions surrounding the channel. Let’s dispel some of these common myths:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-is-for-brand-building-only\">“Programmatic is for brand-building only”\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst Programmatic has a strong capability to help you reach a prospective audience, remarketing tactics can re-engage users and bring them back to your website, engaging those further down the funnel. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-can-only-be-accessed-with-large-marketing-budgets\">“Programmatic can only be accessed with large marketing budgets”\u003C\u002Fh3>\n\n\n\n\u003Cp>For mid-sized and smaller businesses, a common misconception is that Programmatic is for big advertisers with big budgets and therefore not a viable channel for them to invest in.\u003C\u002Fp>\n\n\n\n\u003Cp>In reality, Programmatic advertising can be explored by businesses with a wide range of different marketing budgets. Bid strategies, audience data and real-time optimisation mean Programmatic is efficient and low in wastage.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-activity-is-hard-to-measure\">“Programmatic activity is hard to measure”\u003C\u002Fh3>\n\n\n\n\u003Cp>To help you understand the impact of your Programmatic advertising, you can quantify your impact with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fwizzair-programmatic\u002F\">Brand Lift studies\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fonline-car-marketplace\u002F\">incrementality testing\u003C\u002Fa>. At the same time, Google Analytics and in-platform metrics ensure you can measure traffic quality and conversion performance to help you identify where Programmatic sits within your marketing mix.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"931\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmarkus-winkler-htShI76GLDM-unsplash-2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21722\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-does-programmatic-advertising-work\">\u003Cstrong>How does programmatic advertising work?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Programmatic advertising works by automating the ad buying process. Ad inventory is bought and sold in real time via real-time bidding (RTB), which uses action-based software instead of manual negotiations. Advertisers pay for impressions based on the users who view their ads rather than a flat site-wide CPM.\u003C\u002Fp>\n\n\n\n\u003Cp>To help you better understand how it works, we’ll compare Programmatic media buying to more traditional methods: If you wanted to set up a digital campaign on the home page of The Guardian, you would need to set up an end-to-end deal with that publisher, where you would have a set budget, carry out negotiations, and set up manual reporting for the duration that your ad is placed. This would mean that anyone could see your ad regardless of your target audience, which is fine if you only wanted to appear on that one page and achieve broad reach. \u003C\u002Fp>\n\n\n\n\u003Cp>The problem with this approach is scalability. If you want to be on 10, 100 or 1000 different sites, this more manual process is going to become unmanageable. You would have to set up that end-to-end deal with every single publisher, which is a lot of work! In addition, you would have no control over who sees your ad – resulting in budget and time wastage. \u003C\u002Fp>\n\n\n\n\u003Cp>This is where real-time bidding steps in to make this process a lot simpler, allowing you to get the most out of your time and budget. Real-time bidding creates an auction environment across millions of sites where advertisers can bid to show ads to specific users based on data about that user. With the auction system, you no longer have to arrange end-to-end deals, and you can target audiences more effectively by using user data. All of this means you can serve the right ad to the right user at the right time.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on to learn more about how real-time bidding works in technical terms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"real-time-bidding\">Real-time bidding work: how it works\u003C\u002Fh3>\n\n\n\n\u003Cp>Imagine a consumer visiting a web page that serves ads. As they land on the page, the ad impression is listed for auction on the ad exchange by the website owner’s supply-side platform (SSP). The advertiser’s demand-side platform (DSP) offers bids for the impression if it matches their criteria (user targeting). The highest bidder wins the impression and the winning ad is served on the website and shown to the person. This process takes place in less than 100 milliseconds. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1085\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fhow-real-time-bidding-works.jpg?auto=compress%2Cformat&q=90\" alt=\"Target demographic: Male, 35 years old, interested in cars, tech, and fitness. To be shown a related ad on The Guardian. Volvo, Apple and Fitbit bid ads for the position. The highest bid wins.\" class=\"wp-image-21733\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Programmatic targeting and the real-time bidding auction process\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-advertising-platforms-and-ad-format-types\">\u003Cstrong>Programmatic advertising platforms and ad format types\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Programmatic is much more than just display ads. In fact, programmatic advertising is all around us, whether you’re checking the news or scrolling on your phone, you probably see several Programmatic ads each and every day. Here are some of the most common Programmatic ad formats available.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"display-video\">Display & Video\u003C\u002Fh3>\n\n\n\n\u003Cp>You can see these billboard-type ads on the top of homepages on desktop but also on mobile as you scroll through articles and webpages. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">Display and video ads\u003C\u002Fa> are the bread and butter of Programmatic advertising because this channel is scalable and offers relatively low CPMs when compared to others. \u003C\u002Fp>\n\n\n\n\u003Cp>As a result, Programmatic display is easily accessible for advertisers of all sizes with different budgets. Another key advantage is that depending on your targeting criteria, it’s a flexible format that can be utilised throughout a full-funnel campaign – from contextual or audience targeting to build brand awareness all the way down to remarketing with CRM data for conversion and lead generation.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1776\" height=\"910\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-display-and-video.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21725\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Programmatic Display & Video advertising can reach users throughout the \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faida-model-and-digital-marketing\u002F\">\u003Cem>conversion funnel\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"youtube-video\">YouTube Video\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube advertising\u003C\u002Fa> offers a wide range of formats that advertisers can take advantage of such as skippable and unskippable ads that are featured as in-stream, bumpers and shorts, as well as Demand Gen providing access to inventory on the YouTube feed and in Gmail. These are only some of the most popular YouTube ads that can be utilised throughout the marketing funnel, either to raise awareness, engage or drive action.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image aligncenter size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"895\" height=\"448\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002FYoutube-Ad.png?auto=compress%2Cformat&q=90\" alt=\"Graphic to demonstrate the most popular YouTube advertising formats\" class=\"wp-image-37427\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">The three most-used YouTube advertising formats\n\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>YouTube is an affordable option for most business sizes; similar to Display & Video, and depending on your targeting criteria, you can reach a wide range of audiences.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#2b7ee2;font-family: 'Red Hat Display';text-align: left;color:white;\">\u003Cstyle=\"color:white;\">\u003Cstrong>Top tip:\u003C\u002Fstrong> keep in mind that if you are running YouTube ads, is to utilise Brand Lift studies where you are meeting minimum spends (meaning they are free of charge). This will help you to evaluate the impact of your advertising on user behaviour, such as view-through, click-through rate, brand awareness increases and recall purchase intent consideration from people who have been exposed and not exposed to your ads.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"custom-publisher-formats\">Custom publisher formats\u003C\u002Fh3>\n\n\n\n\u003Cp>These types of ad formats consist of examples such as custom webpage background skins, like from IMDb or through in-game advertising from publishers such as Bidstack (see below).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1736\" height=\"602\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-advertising-custom-publisher-formats.jpg?auto=compress%2Cformat&q=90\" alt=\"Customer publisher ad formats are useful for top and middle of funnel.\" class=\"wp-image-21730\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Custom publisher ad formats from IMDb and Bidstack\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Custom publisher formats sit mostly towards the upper funnel of your campaigns, but could also contribute to your middle-of-the-funnel activity depending on the context of the ad and where it is published. For example, someone who visits an IMDb page would be interested in movies, so they’re likely to be interested in seeing ads for other movies (as with the Spider-Man Programmatic ad shown above). On the other hand, the Bidstack in-game ad sits more within the awareness stage of the funnel, generating unexpected visibility to drive brand awareness.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#2b7ee2;font-family: 'Red Hat Display';text-align: left;color:white;\">\u003Cstyle=\"color:white;\">\u003Cstrong>Top tip:\u003C\u002Fstrong> similar to YouTube advertising, look for opportunities to unlock Brand Lift studies that publishers might offer if you hit a certain minimum spend with custom publisher Programmatic ads. This will give you a better understanding of how your advertising is affecting user behaviour.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"audio\">Audio\u003C\u002Fh3>\n\n\n\n\u003Cp>Audio is one of the only examples where someone doesn’t necessarily have to be looking at a screen, meaning you can reach someone within a completely new moment – such as engaging in another activity (i.e. a commute, on a run, cooking). It also means they don’t need to have a digital device in their hand or sat in front of them too.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the biggest publishers of audio-based programmatic ads is Spotify, with audio ads featured in-app or as a pop-up on their website, and available across music and podcasts. As these ads are not always delivered when you are engaging with a screen, they work well for raising brand awareness.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1778\" height=\"768\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-advertising-audio.jpg?auto=compress%2Cformat&q=90\" alt=\"Audio ads are best used for top of funnel.\" class=\"wp-image-21731\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Audio-based programmatic ads on Spotify\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"connected-tv-ctv\">Connected TV (CTV)\u003C\u002Fh3>\n\n\n\n\u003Cp>A good opportunity for branding – and increasingly expanding into direct response – CTV opens up the biggest screen in your house to your adverts. CTV provides you with the opportunity to show high-quality creatives to potentially more than one person at any given time. There’s a lot of movement in this format to diversify the different types of ads you can show on CTV. Historically, it has been similar to your standard TV adverts, however developments have introduced shoppable and interactable ads, allowing consumers to buy products through CTV.\u003Cbr>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1778\" height=\"768\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-advertising-conntected-tv.jpg?auto=compress%2Cformat&q=90\" alt=\"Programmatic advertising via connected tv is best used for raining attention and awareness.\" class=\"wp-image-21726\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Programmatic advertising via Connected TV\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-digital-out-of-home\">Programmatic digital out-of-home\u003C\u002Fh3>\n\n\n\n\u003Cp>DOOH has fast become one of the most trending forms of Programmatic advertising. DOOH can be engaging and better supports raising the awareness of your brand as it has a limitless opportunity to reach people with geo-targeted messaging.\u003C\u002Fp>\n\n\n\n\u003Cp>DOOH can be powered by data and creative feeds in order to pull information such as flight data to advertise an airline. For example, the British Airways DOOH ad shown below references a flight that is currently flying overhead using real-time flight and destination data. We expect to see integrations continue, with retail media recategorising DOOH from a brand to a conversion tactic.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1778\" height=\"744\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-advertising-digital-out-of-home.jpg?auto=compress%2Cformat&q=90\" alt=\"Digital out of home is expensive but one of the best ways to generate attention and awareness of your brand.\" class=\"wp-image-21732\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>A digital out-of-home programmatic ad from British Airways\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-targeting-contextual-and-audience-data\">\u003Cstrong>Programmatic targeting: contextual and audience data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Broadly, the data you can target is split into two types of data: contextual and audience data. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Contextual data\u003C\u002Fstrong> is the content on the page that your ad is going to appear on, such as specific websites, pages or apps, as well as categories based on the content of that site, i.e fashion webpages. This can be narrowed down to specific keywords that appear on the page too.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Audience data\u003C\u002Fstrong> is collected from users via their digital footprint across the web. This includes first-party data from your CRM and site visitors. Second- and third-party data can come from publishers or from cookie data based on interest or browser history. Finally, we have geo data which allows you to be granular by specifically targeting criteria such as postcodes and device IDs.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image aligncenter size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1776\" height=\"686\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fprogrammatic-targeting-contextual-and-audience-data.jpg?auto=compress%2Cformat&q=90\" alt=\"Contextual. The content of the page that an ad is going to appear on:\nPlacement, categories, keywords.\nAudience. Data collected on a useer from their digital footprint across the web: 1st party data, 2nd\u002F3rd party data, Geo location data.\" class=\"wp-image-21727\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Other targeting options are available, however, contextual and audience data are some of the most important to consider for your targeting criteria across a full-funnel strategy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"creative\">\u003Cstrong>How important is creative in Programmatic Advertising?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Ad creatives should be a major consideration for your Programmatic advertising strategy, as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.deviceful.co.uk\u002Fpost\u002Fthe-importance-of-investing-in-ad-creative-for-digital-paid-media\">research\u003C\u002Fa> shows 65-70% of an ad’s impact is determined by the creative execution. This means that you could have a watertight, granular audience strategy that is based on market research and audience insights, but still fall short if your creative isn’t resonating with that audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"top-tips-for-effective-creatives\">Top tips for effective creatives\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"personalise-your-creative\">Personalise your creative\u003C\u002Fh4>\n\n\n\n\u003Cp>Creatives that are personalised to your audience generate up to 40% more revenue. If you’re able to serve a message that aligns with their interests as part of your Programmatic advertising strategy, they’re a lot more likely to be engaged (and ultimately convert).\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"adapt-your-ads-to-their-environment\">Adapt your ads to their environment\u003C\u002Fh4>\n\n\n\n\u003Cp>Consider the different viewing behaviours between devices. For example, video consumption behaviours are different on mobile, desktop and connected TV. Mobile viewers prefer shorter videos whilst desktop and CTV viewers are prepared to engage with longer content.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"interactivity\">Interactivity\u003C\u002Fh4>\n\n\n\n\u003Cp>Interactive ads (such as carousel ads or gamified ads) create lasting impressions with up to 47% higher lift and a 9x higher impact on purchase intent. Interactivity provides the opportunity for users to feel involved with your brand, boosting consideration and conversions.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"be-brand-led\">Be brand-led\u003C\u002Fh4>\n\n\n\n\u003Cp>If someone skips your ad, you still want them to remember your brand – make sure it’s visible in the first 5 seconds or on all frames. Take a look at this short video ad from Impression client, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fclarins\u002F\">Clarins\u003C\u002Fa>, below: the brand’s logo and messaging are prominent from the outset and throughout.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Double Serum & Double Serum Eye | Clarins\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FNJCz3gR3euA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Best practice, brand-led creative from Clarins\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-the-benefits-of-programmatic-advertising\">\u003Cstrong>What are the benefits of Programmatic Advertising?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"scale\">Scale\u003C\u002Fh3>\n\n\n\n\u003Cp>With ad space across millions of sites and automated media buying in your arsenal, you can reach your audience almost anywhere.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002F5F9kTuZR-scale.svg\" alt=\"\" class=\"wp-image-21707\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FRJI38pr9-efficiency.svg\" alt=\"\" class=\"wp-image-21705\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"efficiency\">Efficiency\u003C\u002Fh3>\n\n\n\n\u003Cp>Cost-effective CPMs and real-time optimisation ensure media wastage is kept low when investing in programmatic advertising.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"targeting\">Targeting\u003C\u002Fh3>\n\n\n\n\u003Cp>Programmatic offers a huge breadth of targeting options to reach your audience across multiple dimensions, with the ability to create a granular target audience.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FNW7lRiIb-targeting.svg\" alt=\"\" class=\"wp-image-21708\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FiBEAMBak-formats.svg\" alt=\"\" class=\"wp-image-21706\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"formats\">Formats\u003C\u002Fh3>\n\n\n\n\u003Cp>When you launch a programmatic campaign, you have access to multiple creative formats, including branding, high-impact, interactive and shoppable.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-the-challenges-of-programmatic-advertising\">\u003Cstrong>What are the challenges of Programmatic Advertising?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"brand-safety\">Brand safety\u003C\u002Fh3>\n\n\n\n\u003Cp>With the potential for serving ads at such a scale, there are concerns from brands about appearing alongside inappropriate content. To help negate this issue use negative keywords, categories, placement lists and content labels to block harmful inventory.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002F4qpQemfR-brand-safety.svg\" alt=\"\" class=\"wp-image-21704\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fj294NgEl-upper-funnel.svg\" alt=\"\" class=\"wp-image-21709\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"upper-funnel\">Upper funnel\u003C\u002Fh3>\n\n\n\n\u003Cp>It can take time for the results of upper funnel activity to be felt on the bottom line. It’s important to look at success not just in terms of sales, but at different touchpoints of the consumer journey.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ad-fraud\">Ad fraud\u003C\u002Fh3>\n\n\n\n\u003Cp>Without a careful and considered approach to Programmatic advertising, ad spend can be wasted on invalid, non-human traffic. Third-party brand safety partners and a carefully curated approach can block fraudulent impressions.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fmp5Edsru-ad-fraud.svg\" alt=\"\" class=\"wp-image-21703\" style=\"width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"whats-next-for-programmatic-advertising\">\u003Cstrong>What’s next for Programmatic Advertising?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"trends-and-predictions-for-2026\">Trends and predictions for 2026\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"retail-medias-off-site-boom\">Retail Media’s off-site boom\u003C\u002Fh4>\n\n\n\n\u003Cp>Retail Media is expected to be the fastest growing Programmatic channel in 2026, fueled by its break out into the broader digital ecosystem. By leveraging real-time purchase data from major retailers, brands are now able to power full-funnel campaigns across not only display, but increasingly across high-impact channels like Connected TV.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"curation-of-supply-paths\">Curation of supply paths\u003C\u002Fh4>\n\n\n\n\u003Cp>The rise of AI-generated ‘Made-for-Advertising’ (MFA) sites has forced marketers to reconsider value over volume. Supply Path Optimisation is necessary to remove low quality noise and replace it with transparent, high-quality inventory that demands attention.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"branded-searches-win-in-the-zero-click-era\">Branded searches win in the zero-click era\u003C\u002Fh4>\n\n\n\n\u003Cp>As we move into an era of zero-click searches driven by AI-generated overviews, Programmatic has become a crucial tool for brand discovery. By dominating the top of the funnel through effective storytelling, Programmatic ensures that by the time your audience heads to a search engine, they already have your brand in mind.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"best-practices-for-programmatic-campaigns-in-2026\">\u003Cstrong>Best practices for Programmatic campaigns in 2026\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As a way of summarising what we have looked at already in this blog, we’ve put together some best practices for Programmatic campaigns in 2026, whether you’re new to Programmatic or are already running campaigns. We recommend that you:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Utilise a mix of formats to reach audiences at multiple touchpoints in their journey, ideally hub these within a DSP to give the best reporting and measurement visibility.\u003C\u002Fli>\n\n\n\n\u003Cli>Apply brand safety best practices to ensure ads serve only on appropriate placements with careful vetting and optimisation.\u003C\u002Fli>\n\n\n\n\u003Cli>Use digital-first, brand-led and personalised creative to tailor messages to your audience.\u003C\u002Fli>\n\n\n\n\u003Cli>Measure ad impact beyond media metrics by looking at the impact on user behaviour through lift studies and incrementality testing.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"programmatic-advertising-faqs\">\u003Cstrong>\u003Cstrong>Programmatic advertising FAQs\u003C\u002Fstrong>\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>“What if I do want to only appear on a handful of sites and not 100s or 1000s but still have access to the targeting data available?”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Selective advertisements are definitely an opportunity that you can explore: we would call those private marketplaces (PMPs) or programmatic guaranteed (PGs). This is a step up from open exchange, where you would hone in on a network of sites or on one particular publisher. With this approach, you negotiate to set up a cost and specify target audiences which can be overlayed (i.e Teads or GumGum).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>“Can we link product feeds to programmatic creative?”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>There are a few in-platform ways to do this. You can customise your YouTube activity by linking it with your Google Merchant Centre, allowing you to show your product feed through your programmatic creative. You can also link the backend of your Google Studio to your product feed if you are using dynamic creatives (this could be images, stock levels, updated pricing for sales etc).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>“Why would some advertisers consider moving away from the Google Ad Network to Display & Video 360 or Trade Desk?”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>There are a lot of benefits to moving your programmatic activity to platforms such as DV360. If you want to run specific publisher activity, DV360 can run private marketplace (PMP) or programmatic guaranteed (PG) deals. \u003C\u002Fp>\n\n\n\n\u003Cp>DV360 also allows you to report on activity for both display, video and YouTube, so it acts as a hub for a large part of your programmatic activity, as well offering you the ability to implement frequency caps too. This means that you can reach the people you want to specifically target and show that ad to them a certain amount of times, reducing spend wastage and helping to reduce ad fatigue.\u003C\u002Fp>\n\n\n\n\u003Cp>Additional benefits include a wider ad inventory on DV360 when compared to the Google Ad Network. This includes 80 additional ad exchanges, as well as premium and specialist inventory for formats such as audio and connected TV.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"next-steps\">\u003Cstrong>Next steps\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Found this guide interesting? Check out our webinar – an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fintro-to-programmatic-advertising\u002F\">introduction to programmatic advertising\u003C\u002Fa> – for more of the same.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">If you think that programmatic advertising could work for your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today. For more information about our approach and the expertise we can offer, head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">programmatic agency\u003C\u002Fa> page. \u003C\u002Fp>\n",{"rendered":151,"protected":193},21751,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1263,"_yoast_wpseo_metadesc":1264,"inline_featured_image":193,"footnotes":5},"Programmatic advertising explained: Types, best practices, trends in 2026","This Impression guide explains what programmatic advertising is, the targeting and ad formats available, and its benefits and limitations. Learn more here.",[203,204],[],[207],[1269,94,210,211,212,213,214,216,217],"post-21672",[],[],[1273,1274,1275,1276],{"path":168,"name":169},{"path":223,"name":224},{"path":159,"name":160},{"path":177,"name":150},{"thumbnail":1278,"medium":1279,"medium_large":1281,"large":1283,"1536x1536":1285,"2048x2048":1287,"post-thumbnail":1289,"12_col":1291,"default_landscape":1293,"default_portrait":1295,"6_col_and_margin_short":1297,"11_col_and_margin":1299,"9_col_rectangle":1301,"11_col":1303,"staff_image_696_600":1305,"rectangular_thumbnail":1307},{"url":155,"width":229,"height":229},{"url":1280,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1282,"width":54,"height":24},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1284,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1286,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1288,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1290,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1292,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1294,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1296,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1298,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1300,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1302,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1304,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1306,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1308,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1310],{"id":195,"path":264,"display_name":4,"job_title":9,"description":5,"avatar_url":103,"acf":1311},{"job_title":9,"full_bio":10,"specialist_service_links":1312,"photo":1315},[1313],{"page":1314,"link_text":29},{"ID":14,"post_author":15,"post_date":16,"post_date_gmt":16,"post_content":5,"post_title":17,"post_excerpt":5,"post_status":18,"comment_status":19,"ping_status":19,"post_password":5,"post_name":20,"to_ping":5,"pinged":5,"post_modified":21,"post_modified_gmt":21,"post_content_filtered":5,"post_parent":22,"guid":23,"menu_order":24,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":24,"date":40,"modified":40,"menu_order":24,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":1316},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[1318,1319],{"id":203,"name":160,"path":159},{"id":204,"name":17,"path":128},[1321,1322,1323,1324,1326,1327,1328,1330,1331,1332,1333,1334,1336,1338,1340,1341,1342,1344,1345,1346,1348,1350,1351],{"property":278,"content":1263},{"property":280,"content":1264},{"name":282,"content":283},{"property":181,"content":1325},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fprogrammatic-advertising-explained\u002F",{"name":287,"content":586},{"property":290,"content":291},{"property":293,"content":1329},"Exploring Programmatic Advertising",{"property":295,"content":1264},{"property":297,"content":1325},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":1335},"2023-02-28T10:39:40+00:00",{"property":308,"content":1337},"2026-08-25T09:58:29+00:00",{"property":311,"content":1339},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frodion-kutsaiev-0VGG7cqTwCo-unsplash.jpg?auto=compress%2Cformat&q=90",{"property":314,"content":359},{"property":317,"content":1182},{"property":320,"content":1343},"image\u002Fjpeg",{"property":163,"content":4},{"property":323,"content":324},{"property":1347,"content":1329},"twitter:title",{"property":1349,"content":1264},"twitter:description",{"property":328,"content":329},{"property":331,"content":329},{"@context":333,"@graph":1353},[1354,1364,1370,1371,1378,1382,1400],{"@type":271,"@id":1355,"isPartOf":1356,"author":1357,"headline":150,"datePublished":1335,"dateModified":1337,"mainEntityOfPage":1358,"wordCount":1359,"publisher":1360,"image":1361,"thumbnailUrl":1339,"articleSection":1363,"inLanguage":288},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fprogrammatic-advertising-explained\u002F#article",{"@id":1325},{"name":4,"@id":339},{"@id":1325},3108,{"@id":343},{"@id":1362},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fprogrammatic-advertising-explained\u002F#primaryimage",[160,17],{"@type":349,"@id":1325,"url":1325,"name":1263,"isPartOf":1365,"primaryImageOfPage":1366,"image":1367,"thumbnailUrl":1339,"datePublished":1335,"dateModified":1337,"description":1264,"breadcrumb":1368,"inLanguage":356},{"@id":351},{"@id":1362},{"@id":1362},{"@id":1369},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fprogrammatic-advertising-explained\u002F#breadcrumb",{"@type":358,"inLanguage":288,"@id":1362,"url":1339,"contentUrl":1339,"width":359,"height":1182},{"@type":362,"@id":1369,"itemListElement":1372},[1373,1374,1375,1377],{"@type":365,"position":366,"name":169,"item":367},{"@type":365,"position":369,"name":224,"item":370},{"@type":365,"position":134,"name":160,"item":1376},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@type":365,"position":123,"name":150},{"@type":375,"@id":351,"url":367,"name":300,"description":5,"publisher":1379,"inLanguage":288,"potentialAction":1380},{"@id":377},{"@type":379,"target":1381,"query-input":383},{"@type":381,"urlTemplate":382},{"@type":385,"@id":377,"name":300,"url":367,"logo":1383,"image":391,"sameAs":1384,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402,"address":1385,"location":1386,"areaServed":1396},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},[1387,1390,1393],{"@type":412,"name":413,"geo":1388,"address":1389,"photo":391,"telephone":419},{"@type":415,"latitude":416,"longitude":417},{"@type":404,"streetAddress":405,"addressLocality":406,"addressRegion":407,"postalCode":408,"addressCountry":409},{"@type":412,"name":421,"geo":1391,"address":1392,"photo":430,"telephone":431},{"@type":415,"latitude":423,"longitude":424},{"@type":404,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":409},{"@type":412,"name":433,"geo":1394,"address":1395},{"@type":415,"latitude":435,"longitude":436},{"@type":404,"streetAddress":438,"addressLocality":439,"addressRegion":440,"postalCode":441,"addressCountry":442},[1397,1398,1399],{"@type":445,"name":446},{"@type":445,"name":448},{"@type":445,"name":442},{"@type":451,"@id":452,"name":4,"image":1401,"url":182},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"self":1403,"collection":1408,"about":1410,"author":1412,"replies":1414,"version-history":1417,"predecessor-version":1420,"wp:featuredmedia":1424,"wp:attachment":1427,"wp:term":1430,"curies":1437},[1404],{"href":1405,"targetHints":1406},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21672",{"allow":1407},[461,462,463,464,465],[1409],{"href":468},[1411],{"href":471},[1413],{"embeddable":89,"href":474},[1415],{"embeddable":89,"href":1416},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=21672",[1418],{"count":203,"href":1419},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21672\u002Frevisions",[1421],{"id":1422,"href":1423},39755,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21672\u002Frevisions\u002F39755",[1425],{"embeddable":89,"href":1426},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F21751",[1428],{"href":1429},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=21672",[1431,1433,1435],{"taxonomy":494,"embeddable":89,"href":1432},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=21672",{"taxonomy":497,"embeddable":89,"href":1434},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=21672",{"taxonomy":163,"embeddable":89,"href":1436},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=21672",[1438],{"name":503,"href":504,"templated":89},{"title":1440,"script":1441,"meta":1453,"link":1466},"Harriet Fitzgerald | Associate Director, Head of Programmatic | Impression",[1442],{"type":1443,"key":1444,"innerHTML":1445},"application\u002Fld+json","yoast-json-ld",{"@context":333,"@graph":1446},[1447,1450],{"@id":452,"@type":451,"name":4,"url":-1,"sameAs":-1,"image":1448,"description":-1,"jobTitle":9,"knowsAbout":29,"hasCredential":5,"gender":5,"worksFor":1449},{"@type":358,"inLanguage":288,"@id":454,"url":7,"contentUrl":7,"caption":4},{"@id":377},{"@type":385,"@id":377,"name":300,"url":367,"logo":1451,"image":391,"sameAs":1452,"@context":396,"email":397,"foundingDate":398,"legalName":399,"vatID":400,"description":401,"telephone":402},{"@type":358,"inLanguage":288,"@id":387,"url":388,"contentUrl":388,"width":389,"height":390,"caption":300},[393,394,395],[1454,1455,1456,1458,1459,1461,1462,1464,1465],{"name":282,"content":283},{"property":287,"content":288},{"property":290,"content":1457},"profile",{"property":293,"content":1440},{"property":297,"content":1460},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F",{"property":299,"content":300},{"property":311,"content":1463},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":323,"content":324},{"name":331,"content":329},[]]