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5 best practices for brand storytelling on social media

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5 best practices for brand storytelling on social media

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There are many benefits CPG companies can enjoy through brand storytelling on social media. This method of marketing uses commercials and messages to create a narrative arc which keeps individuals invested. It can help to give a company personality, which establishes brand affinity and improves customer loyalty.

Brand storytelling does not have to be limited to social media. Brands can leverage this strategy  through both proprietary and third-party apps by creating shorter, easily digestible content. This content can speak to consumers as they’re in the shopping aisle and improve the likelihood of future sales. Whether your brand is telling its story on social media or through a mobile app the benefits are numerous, and brands can enjoy them by adhering to some standard best practices.

How Brand Storytelling on Social Media Creates Meaningful Connections

Brand storytelling isn’t just about making sales. It’s about aligning a brand with its target market. The kind of top-of-mind awareness that CPG brands need to succeed isn’t possible without establishing an emotional connection that drives consumer loyalty.   

Brand storytelling is the process of turning standard marketing into an engaging narrative. CoverGirl’s tagline shift from “Easy, Breezy, Beautiful” to “I Am What I Make Up” is an example of moving away from product-focused advertising to brand storytelling.

The old tagline, which the brand used for more than six decades, was tied to the products, rather than the individuals that actually used them. It highlighted how easy the products were to apply and how good they looked, but it wasn’t an inclusive or particularly powerful message. As a result, the brand had a hard time connecting with younger consumers who are focused on independence and self-expression.

“I Am What I Make Up,” on the other hand, is a very literal approach to brand storytelling. Rather than treating the model wearing the makeup as a prop, the brand allowed the personalities of their models to shine through. During the brand’s spots, their models—who range in age, ethnicity, and gender—discuss their personal stories, as well as why they wear makeup. The overall focus is on self-expression, rather than fitting in with a traditional definition of beauty which helps the brand’s message resonate with consumers.

While it’s too early to determine if CoverGirl’s new attitude will offer long-term sales results, it does appear to be resonating with consumers. The brand boasts half a million YouTube subscribers as well as 2.5 million followers on Instagram, which are crucial channels for their target markets.

The clear benefit of brand storytelling is the emotional connection it creates with consumers. These consumers are more willing to become brand ambassadors on social media, which can increase future sales and improve customer loyalty for the long term. Of course, that’s not to say that brand storytelling on social media is effortless. Brands must consider ways they can gain consumer buy-in for their message while maintaining a genuine and transparent persona. All best practices for this type of advertising should center on that.

#1: Let Consumers Drive the Message

One of the essential parts of establishing a brand storytelling campaign on social media is to listen to what is important to consumers. Brands may often find they already have brand equity behind their products which they can leverage online by doing a deep dive of available information. This was a strategy Kellogg’s used when they rolled out a new, and highly successful, campaign for Pringles.

One of the first steps Kellogg’s took in designing the campaign was performing a “digital audit” with the assistance of Google. The brand searched out mentions of their product across digital platforms and found a unique trend of consumers combining multiple flavors to create new ones. They built their campaign off this “Stackable” concept, even using it in their Super Bowl commercial.

One of the brand’s biggest focuses in this campaign was where the trend was born—YouTube. By focusing on YouTube as a platform for continuing the campaign, the brand saw exceptional results. They reported an overall two-to-one return on ad spend, seeing 120 million impressions and a 3% sales lift.
Digital audits can help brands discover what their consumers are saying about their products, as well as ways they can use those ideas to create a compelling story. Brands can consider working with data analysis firms to better understand their online buzz as well as the ways to best leverage the information when creating an engaging story.  

#2: Focus on the Emotional Response

Storytelling doesn’t work without emotional investment. These narratives must include a component that intrigues consumers and encourages them to watch through to the end of an ad. Some brands advertise using humor, while others focus on nostalgia and sentimentality. As long as there is a human connection to the story, brands can keep consumers engaged.

If there is any brand that knows how to manage emotions in advertising, it’s Purina. The brand is excellent at using their target market’s connection to pets to get them invested in their brand storytelling on social media. The company leveraged this in a recent charitable contribution drive, Service Dog Salute, to help raise money for Tony La Russa’s Animal Rescue Foundation (ARF).

The brand partnered with BuzzFeed to provide engaging stories centered on veterans and rescue dogs coming together. From July 4th to November 11th, the stories of many of these individuals were shared on Facebook, with an invitation to watch even more at the company’s Dog Chow homepage. The company had an overall goal of raising $500,000 for charity which they quickly reached as $1 was donated by Dog Chow to ARF’s veterans program for each unique share.
Emotional storytelling is particularly vital in charitable campaigns as consumers want to know who they’re helping by participating. Purina is a major proponent of such campaigns, so they’re well-versed in creating a compelling story that drives individuals to give. Of course, that emotional response doesn’t have to be sentimental. A brand can leverage humor or nostalgia to create a connection that resonates with the consumer. As long as it matches the brand and its values, these tactics can be very beneficial.

#3: Stay True to the Product

When trying to create a branded story, brands may focus a bit too much on the narrative and forget to highlight the product. Such marketing may not connect with consumers in a way that makes sense for the brand. Even the best brands can make missteps when storytelling doesn’t fit the product.

This was an issue MillerCoors faced when they rolled out their “Climb On” campaign in 2016. While the campaign was beautifully done, with compelling and exciting stories, the problem was that the central idea of overcoming personal challenges was too serious for the product. When sales started to slump, the brand reversed its trajectory by switching back to its more humorous and “refreshing” roots. They tweaked the “Climb On” idea to be more focused on the product, which helped them recover.
Brands should be careful that the message they convey is part of their traditional branded values. Branded stories must find a way to engage consumers with the story and the products. Luckily, in the case of MillerCoors, the brand recovered quickly because they watched their results carefully and pivoted the campaign when it was needed.

#4: Monitor Key Metrics and Update As Needed

Brands must monitor metrics during their campaigns to ensure they’re able to change direction if it’s not performing. Sales lift isn’t the only metric worth focusing on. Here are a few metrics brands need to consider when using brand storytelling on social media.

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Click-through rate (CTR):

The CTR offers base engagement rates, as these are the individuals who choose to view the ad on a given platform. It can also show how traffic filters into a website, which provides the marketer with an understanding of their most important channels.

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View-through rate (VTR):

The VTR takes the CTR a bit deeper, by showing the individuals who viewed content all the way through. VTRs for advertisements are typically higher when the video is shorter as consumers often have the option to skip longer ads.

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Engagement rates:

Likes, comments, and hashtag mentions are a valuable resource for seeing exactly how an ad is coming across to viewers. More than a few brands have been able to pivot their campaigns thanks to early information obtained through social media engagement.

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User activity:

User activity is less about content and more about strict numbers. It can help brands discover when they can get the most engagement from ads. It can also help them track down issues with ad fraud. For example, a brand noticing a high number of clickthroughs during times when their audience wouldn’t likely be active, like after midnight on a weeknight, can be a clear indication of useless bot traffic used to inflate CTRs.

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Incremental sales lift:

Sales explicitly related to the marketing message compared to standard base sales are much easier to gauge now than they used to be. Before the internet, brands had to compare prior period sales to current sales to determine which were attributed to marketing. However, mobile apps and websites offer brands the ability to watch how marketing converts to sales in real time, as the user is trackable from the moment they view the promotion until they make the purchase.

The digital space gives brands many opportunities to discover issues with their branded storytelling and fix them early on to ensure the best results. It can also provide them with the chance to find the best possible platforms to gain widespread attention for their campaigns outside of social media.

#5: Leverage Multiple Platforms and Mediums to Spread the Message

Brand storytelling shouldn’t just be limited to social platforms. Brands can take the message even further, gain valuable data, and better understand audience responses by working with third-party app providers to share small snippets of campaigns.

This is a reason many of our clients choose to contact us, as we offer a valuable platform for sharing video and other branded content that tells a story. Brands can leverage rewarded video opportunities available through Shopkick to tell consumers a memorable story in the moments that matter. Rewarded video provides consumers with the ability to gain points, valuable game loot, or in our case, kicks for watching short advertisements. Through this, brands can gain recognition for their commercials and build positive brand affinity. Also, as the app allows traveling consumers to view content, they’re more likely to see branded information when they’re close to stores and expected to make a purchase.

Shopkick uniquely allows brands to deliver video content in the aisle, at the shelf, when the product is actually in a consumer’s hands through its post-scan video feature. This allows brands to tell a story in the exact moment of the purchase decision.   

There are many opportunities to be leveraged in brand storytelling on social media, provided brands create content that establishes an emotional bond with consumers. These campaigns build brand affinity rather than only offering immediate sales. By adhering to some best practices for providing genuine and engaging content, brands can increase loyalty, and over time, their market share.

Shopkick helps our partners supplement their brand storytelling on social media by spreading awareness with our intuitive mobile app. To see the results of some of our campaigns, review our success stories.

Top 5 Apps to Use While Shopping in Stores

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I have a question that’s often met with a great debate: Do you like shopping in stores in person, or do you prefer shopping online? I am not a stranger to the joys and pure convenience of shopping online. After all, nearly everything we need is at our fingertips without a closing time. However, I find it’s enjoyable, and often eye opening, to shop in stores. 

My allegiance to shopping in stores may be due to the fact that I truly love any excuse for an outing – I typically catch up on podcasts or audiobooks while I drive, and I often join with friends to shop together. Plus, I almost always discover something in stores that I would have scrolled past online, especially if I’m searching for a new piece to add to my current season’s wardrobe.

In the past, the point that may have encouraged me to shop online rather than in stores was the ability to save money by using apps. But, I have discovered great options that completely justify my in-store allegiance and create the same type of seamless experience. Whether you’re running to Target, shopping for clothes, or purchasing your weekly groceries, I like to think of these apps as the top five best apps to use while shopping in stores. Here’s the rundown:

1. Target:

Because it’s so easy to add one more thing to my cart when I’m shopping at Target, I have turned to Target’s app for years. Their app used to be called Cartwheel, but they merged the Cartwheel feature together with the ability to search and shop. The combination has proven helpful, so now I can look through Target’s weekly ad to see the latest deals, click through the Cartwheel ads to see which of my frequently purchased products or categories are on sale, and even see if my local store has something in stock without ever leaving the app. Paired with the ability to save 5% each time I make a purchase with my Target card, the app has been such a helpful way to save money in stores!   

2. Shopkick:

I discovered Shopkick last year, and I have used the app ever since! Shopkick allows you to earn “kicks” or points when you’re shopping in stores or online. I use the in-store shopping feature the most because I am able to earn kicks for simply walking inside. The walk-in kicks are typically awarded at the store’s entrance, so I like to make sure I have my app open when I arrive. While I walk down the aisle in stores like Target, Walmart, or even CVS, I scan products currently featured in the app to earn even more kicks. You can also submit your receipt when you have purchased products that you have scanned to earn even more!

My favorite feature about the app is I am able to cash in my kicks for gift cards or even cash back through PayPal whenever I’m ready. You only have to earn 500 kicks, which I can do in a single errand run, particularly if I am visiting Target and Ulta, to cash in for a $2 gift card. You can also cash in for gift cards of higher value! Last year, I saved my kicks and cashed in for a $25 gift card to take with me on my trip to Disney World. 

3. Ebates:

Thanks to a recommendation from a blog I read daily, I rarely shop without Ebates when I am shopping online. As long as you have their plugin turned on, Ebates notifies you whenever you’re visiting one of their partners’ websites where you can earn cash back. Last year, I realized they also offer the same feature in stores!

When you open the app, you can explore their “In-Store” section located at the bottom of your screen. There, you will uncover the many brands who team up with Ebates. Simply link your credit card in the app, and you will earn cash back on every purchase you make in the stores supported by Ebates! It’s a great way to save with very minimal effort. But, please note: your cash back arrives in the form of a “Big Check” once per quarter, so your cash back is not immediate.

4. Fetch:

The grocery store where I shop weekly is a family owned business, so it’s not supported by many of the most popular apps. They simply don’t know the company exists! That’s why I’m such a fan of the app Fetch.

Fetch is best used when shopping at the grocery store – any grocery store. What’s great is the app is filled with products from 250+ brands, like Breyers, Campbell’s, and Kraft. Whenever you purchase a product from one of Fetch’s supported brands, you can submit your receipt. The technology developed within the app compares the items you purchased with those currently highlighted on Fetch to uncover where you can earn points. The main downside I have experienced is you can only earn points when purchasing a brand’s specific product.

5. RetailMeNot:

RetailMeNot takes the questioning out of couponing and wondering whether you have all of the latest deals at your fingertips. I use RetailMeNot most when I am shopping in stores like The Gap, Pier1, and Staples.  Although the app does have cash back features, I use it most often for its coupons.

I cannot be the only one who tosses nearly every deal that arrives by mail only to realize later during the promotional period that I do actually need something from that store. It’s the worst! With RetailMeNot, I can find the coupons I previously threw away and present them on my phone at the cash register when I check out. Though I may have initially felt frustrated when I have tossed a coupon that arrived from a retailer, RetailMeNot saves the day because they have the same deals from the retailers saved in the app with none of the paperwork to cart around in my bag. Win-win!

Have I convinced you to shop in stores? What apps do you like to use to save money? Pro tip: you can pair multiple apps together to save when more while you’re shopping!

Seek Theme Park Fun and Thrills This Summer

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As much as I love beaches and visits to cities, I will forever and always believe there is nothing like planning a vacation (or even a single day!) to visit a theme park in the summer. Theme parks offering something for everyone – there are shows for entertainment lovers or those who aren’t fans of rides, there are roller coasters for adrenaline seekers, and there are themed attractions created to remind us of some of our most-loved movies. What’s not to love?

To keep your budget in check (and to help you say yes to a theme park vacation), you can earn 10 kicks per $1 spent when you book your trip with Hotels.com through your Shopkick app between now and May 27, 2019. To save even more, you can also trade in your kicks for gift cards that you can use during your stay! With kicks and money saved, isn’t it time to make this summer one to remember by planning a visit to a theme park? I’m going to make a bold statement and say it’s time!

To help you decide which park and destination to visit, I thought I would offer even more inspiration:

Disneyland:

If you and your family have yet to visit a Disney park or if you’ve been more times than you can count, Disneyland should be on your list! The park is located just south of Los Angeles in Anaheim, California, and it’s a complete experience you won’t soon forget. Similar to its East Coast counterpart, Walt Disney World, Disneyland also has Disney hotels and resorts that will add plenty of perks to your experience. With that said, if budget is your main concern, there are a host of well-known hotels located a stone’s throw away from the park or closer to the city. The choice is completely up to you, but make sure to book your stay with Hotels.com through your Shopkick app to earn kicks!

The length of time needed to explore Disneyland is completely up to you! However, Disneyland offers the opportunity to visit the park of the same name as well as Disney’s California Adventure. You and your family will find classic Disney rides at Disneyland, as well as parades and everyone’s favorite characters. Kids young, old, and young-at-heart are sure to enjoy it, but if you’re traveling with an older group or thrill seekers, Disney’s California Adventure and its many thrill rides may be more their speed. Please note: if you wish to explore both parks, you will need to purchase separate tickets.

Universal Studios Florida:

Thanks to its location in Orlando, Universal Studios Florida is one of the most easily accessible parks on the East Coast. Plan to fly into Orlando International Airport (their airport code is MCO) and stay at Universal. There are a few hotels associated with the resort, and there are also plenty more located nearby. Plus, if you’re planning a trip to Walt Disney World, it’s so easy (and common!) to incorporate Universal Studios Florida into your vacation because they’re quite close to each other.

Before you go, it helps to determine which rides and shows your family is most excited to experience. If everyone loves movies and TV shows, you won’t want to miss Universal Studios Florida. Be warned: If everyone in your party enjoys Harry Potter, a visit to The Wizarding World of Harry Potter World is a must do! Make sure to allow plenty of time to view every nook and cranny and ride every ride. And, if you’re traveling with a group who loves roller coasters and attractions to test their adrenaline, you will also want to visit Universal’s Islands of Adventure.

Busch Gardens Tampa Bay:

Busch Gardens has two locations. One in Tampa, and one in Williamsburg. But, Busch Gardens Tampa Bay tops our list!

Busch Gardens’ location in Tampa makes it equally as accessible as Universal Studios, Florida. You could even plan the ultimate vacation and visit both in one trip! There are plenty of hotels near the park, and there are even more in Tampa itself. So, it will be easy for you to book your accommodations with Hotels.com through your Shopkick app!

Once you’ve arrived, your family will have plenty of fun at their fingertips. Busch Gardens is home to a host of roller coasters, including the new roller coaster Tigris, so adventure seekers will have plenty of fun. There are also wonderful themed areas for the littlest of visitors, thanks to the recent opening of Sesame Street Safari of Fun! Here, kids can meet characters, see shows, and ride rides that are definitely their speed. And, Busch Gardens Tampa Bay also offers a safari! You won’t want to leave.

Have you booked your trip? You only have until May 27, 2019 to earn 10 kicks/$1 on Hotels.com, so don’t miss out on earning up to 4% back in kicks!

Make sure to download Shopkick for free, and join us on Facebook, Twitter, and Instagram for more shopping inspiration!

A marketer’s guide to programmatic advertising

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A marketer’s guide to programmatic advertising

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There is no single answer to how programmatic advertising works. This type of advertising is a broad category that all marketers must learn, but its technical details and platform options vary widely. Programmatic advertising works by allowing marketers to automate their ad buys, but automation does not mean turnkey as marketers must observe it to ensure the best return on investment.

By 2020, marketers will spend $69 billion in programmatic ad buys, which will account for almost 90% of total online digital display advertising in the US. As so much money is invested in this type of advertising, it’s imperative that marketers making ad buying decisions understand the options, as well as the technical details of how programmatic advertising works. Through this, they can make informed decisions that drive sales.

The Technical Details of How Programmatic Advertising Works

Programmatic advertising is a form of data-driven marketing which allows users to leverage platforms to automatically buy ad space based on pre-set criteria. Primarily, it involves three separate components:  

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Demand Side Platforms:

DSPs are where marketers buy ad inventory. They facilitate the process by allowing marketers to purchase ads in a variety of spaces. An example of this includes the Google Ad Manager, which enables brands to display advertisements when specific, targeted keywords are searched, as well as show their ads on certain websites, among other options.

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Supply Side Platforms:

The SSP is the publisher side of the platform, where sites can offer unsold ad space to the general public or a select group of brands. The publisher can connect with multiple DSPs to sell their free space and monetize websites.

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Data Management Platforms:

DMPs allow brands to target their advertising by using data to better understand their audience. Such platforms collect details from website cookies to understand user buying behavior, and create groups marketers can target to ensure their best chance of sales conversion.

These three components make it possible to sell and buy ad space across the entire internet on an automated basis. This is a far more effective practice as going through sites, vetting them, and then buying ad space manually would take far too long. It would also be challenging to target the appropriate groups of individuals.

Targeting Options in Programmatic Advertising

Often, programmatic advertising is mistaken for “real-time bidding,” a common type of programmatic advertising where brands can target users based on the keywords they search. However, this is not the only option for targeting users. Brands can get much more detailed, as DMPs give them access to a wide range of information, including:

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Individual online behavior:

The pages individuals check and sites they frequent can provide indications on their future purchase behaviors. The followers of a famous makeup artist on YouTube, for example, would also be strong targets for a makeup brand selling their wares on Facebook.

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Purchasing affinity:

Purchase affinity goes a bit deeper than simple browsing preference as it creates context. An individual who leaves a positive review of a brand’s product on a popular site will be more likely to make future purchases, as they have an existing positive brand affinity.

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Purchasing history:

Many individuals are surprised to learn that their actual purchases are trackable when using credit cards or other digital funding methods. While details like credit card information aren’t available, information like what consumers purchased and when is often visible to brands that wish to pay for the privilege of seeing it.

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Net worth/income:

Information individuals post on an online resume site or through their credit report can often be used to estimate their annual household income, net worth, and other financial factors.

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Inferred lifestyle choices:

This is a general category that isn’t always accurate but can become so with more data. For example, an individual with a high net worth, who purchases high-end makeup regularly, could also be assumed to have an interest in luxury fashion, making them an ideal candidate for targeted marketing. The more data the brand has available, the more likely their predictions are to be accurate.

A brand can target consumers based on these attributes and significantly improve their marketing ROI. These details allow them to cater their ads specifically to those who might have the most interest in them and ensure they reach the hottest leads. This is just one of the many benefits of programmatic marketing.

The Benefits of Programmatic Advertising

Brands can enjoy increased efficiency, better tracking, and a stronger ROI through programmatic ad buys. Here are just a few of the ways programmatic advertising offers brands improved marketing.

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Increased reach:

The most apparent benefit of programmatic marketing is the ability to reach millions of buyers at once through the click of a few buttons. Google alone gets an estimated 40,000 searches per second, meaning that brands will always have a broad audience to reach when advertising on or through the search engine.

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Ease of use:

Programmatic advertising is relatively easy to learn, and providers focus on the user experience to ensure ease of use. It’s far more straightforward than the old process of requests for proposals, negotiations, and manual insertion orders that took time, effort, and a lot more know-how.

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Simplified ROI tracking:

Understanding the ROI on a programmatic ad buy is relatively simple, as the tracking from ad display to conversion is typically automatic. This process simplifies budgeting and helps companies determine precisely how much they should spend on this venue for the best results.

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Enhanced data and insights:

Brands can learn a lot about their target market by looking at the results and conversion of their programs. They can discover niche communities with loyal followers and further enhance their marketing to improve their ROI.

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Personalization:

The final benefit for programmatic advertising comes on the consumer’s end. When a consumer sees an ad which is more relevant to them, it creates a personalized connection which can spur positive brand affinity.

Programmatic marketing is a must for brands as it allows for efficiency, personalization, and a broad reach to consumers. However, there are some limitations which brands must prepare for to ensure the best possible customer experience.

The Challenges of Programmatic Advertising

Programmatic advertising isn’t a magic bullet for marketers, especially for those new to online optimization. While the platforms themselves are easy to use, a lot is going on behind the scenes which creates limited effectiveness. Here are just a few of the challenges marketers face with programmatic marketing.

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Location limitations:

While marketers can certainly use location as a basis in their search, there are some limitations to this—especially when consumers are in the shopping aisle. When advertising at a brand level, the ability to reach consumers as they make a purchase is crucial. However, tracking real-time GPS data is not a possibility in these types of ad buys as it would be considered an invasion of the consumer’s privacy.  Brands can only connect with consumers who permit GPS tracking through a retail, shopping, or branded app.

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Ad fraud risk:

Not all providers of advertising space are equal. Brands must contend with malicious traffic created by bots, which could inflate effectiveness and limit the overall ROI. Carefully vetting ad providers can ensure brands reach an audience that will provide genuine sales.

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Cost:

Programmatic advertising can be expensive, especially when dealing with competitive keywords or high-value platforms. It’s impossible to target every platform, so it can be challenging to pinpoint the most profitable avenues without investing in less effective ones.

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Market saturation:

The programmatic market is valuable, which is why so many brands are already on board. The more individuals participate, the more expensive it will get. Consumers may go “ad blind” by seeing too many sidebars and headline ads, choose to skip them, or install ad blocking software to eliminate them, making programmatic less effective.

The challenges of programmatic advertising don’t mean brands should do without it. It remains a valid route for sales. However, to fill the gaps that programmatic leaves behind, it would be wise to consider some alternatives.

Alternatives to Programmatic Advertising

Brands can seek out new methods to reach consumers on an automatic basis without the need for programmatic advertising. This is an opportunity found through third-party apps. Third-party apps work based on user permission, so it’s possible to reach consumers based on their location and as they travel. They also provide a less competitive space, as brands can pick and choose the companies they work with for the best results.

Shopkick is a prime example of this. When brands work with us, they’re able to connect with our extensive audience of consumers who join to receive kicks (aka rewards points) for making their everyday purchases and interacting with brands in the shopping aisle. We increase sales by offering consumers rewards points all along the path to purchase, whether that be for watching branded content at home or interacting with products in-store. We heighten these rewards by offering added kicks when consumers purchase featured products and scan their receipt, which drives ongoing brand affinity without using discounts.
We’ve worked with many brands, from smaller challenger brands to larger global companies, to drive awareness in the shopping aisle. Contact us for more information on our programs.

Third-party apps can help bridge the gaps in programmatic advertising by allowing brands to reach traveling consumers, especially as they’re about to make a purchase. They can drive consumers to products in the shopping aisle, which enhances any overall digital marketing program and increases sales.

The Future of Programmatic Advertising

Programmatic advertising is expected to reach platforms outside of regular websites and even mobile apps in the years to come. Smart speakers serve as a prime example. While voice ordering is still a relatively new option, programmatic advertising could enter this realm and allow brands to gain audio air space when consumers interact with their smart devices.

Another option gaining a lot of buzz is addressable advertising. Through this, traditional television commercials become an opportunity for programmatic ad sales. The television will display ads based on the users rather than simply by the time slot. This will impact both linear TV, where consumers watch live broadcasts and shows at their regularly scheduled time, as well as non-linear options like Netflix and Hulu. This will essentially act as an option to reinvent television commercials and is the next significant development expected in programmatic advertising.  
There is no one way to understand how programmatic advertising works. Instead, it’s essential to see it as a series of movable pieces that can have varying levels of effectiveness. By understanding both its advantages and challenges, brands can discover ways to fill the gaps and increase their overall marketing ROI with programmatic ad buys.
Shopkick enhances our partners existing programmatic advertising by strategically implementing in-store initiatives with our mobile app. To see how programmatic advertising works with us, review our success stories.