BC
other
Boston Consulting Group
Affiliated voices (1)
- Dominic Field
Affiliated · 2 receipts
— From this firm —
Filed receipts
2015
2 predictions- “As a result, using these techniques, advertisers can improve CPA—the critical metric for most digital campaigns—by an average 32 percent and, in some cases, more than 50 percent. ... Our 2014 study showed that display retargeting from paid search ads delivered, on average, approximately 40 percent lower CPA than content-based and standard-behavioral-targeting techniques.”
Digital attribution and retargeting tools achieved 30-60% CPA reductions by 2018-2020, with continued improvements, broadly validating the forecast of 32-50%+ improvement and 40% lower CPA from retargeting.
- “Programmatic buying is important to us,” said the director of integrated marketing at a fast-moving consumer goods company. “It helps to keep costs down while allowing us to retain flexibility.” Procter & Gamble and American Express have publicly announced that they plan to shift at least 50 to 70 percent of their digital-media purchases to programmatic techniques. Companies are relying on programmatic buying even for their traditional-media purchases in print and TV.”
P&G and AmEx indeed executed significant programmatic shifts. P&G reported over 75% of US media via programmatic by 2017, and industry adoption reached 70-80% of digital display by 2019, aligning with the prediction.