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Programmatic for Ho Ho Ho Holidays!

Saurabh Dangwal, Vice President, APAC, MediaMath | Jan. 5, 2016
Saurabh Dangwal of MediaMath discusses four steps marketers should take to ensure that their festive online marketing campaigns are best optimised to capture the largest share of the wallet.

New Year's Eve is riddled with parties and people eating out. This is the perfect time for restaurants and venues to align their brand message with content around the holiday. With today's technology, marketers are able to target a specific person finding answers to an activity, based on their online behaviour, and flash promotional content to drive sales and brand awareness during the festive period.

4.    Segment customers by their behaviour

As a marketer, today it is vital to understand your customer's online behaviour, which is easily enabled through technology. Using collected data, brands will be able to retarget individual consumers accordingly to develop personalised campaigns that resonate well with them. Use brand-oriented campaigns to drive customers back to your site, product-specific campaigns to reach out to customers who have visited product detail pages, and promotional campaigns to drive shopping cart completion and increase conversions.

On top of that, your advertisements can leverage as peripherals, providing an answer or suggestion to a customer's question. For example, when a customer searches for flights to Europe for December, brands selling winter wear can place ads on travel sites. All this is done by analysing consumers' online behaviour in real-time to provide a more well-rounded and satisfying online experience.

Each year, we see more and more content published around major holidays and seasonal events such as Chinese New Year, Hari Raya, Deepavali and Christmas. Marketers can take full advantage over their competitors during the holiday seasons by using programmatic advertising technologies to target, bid and place creatives that matter to consumers, all in real-time. Targeting this content during these times is easy and extremely scalable, with millions of pages created on each seasonal topic every day. There has never been a better time to improve sales conversions!


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