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Unlock the potential of programmatic display advertising with our collection of resources and expert insights.

Dive into our expert insights on programmatic display advertising and discover how to reach your audience with precision. From best practices to innovative strategies, we’ll guide you in maximizing your brand’s visibility and impact.

Programmatic Display Content: Industry Trends and POVs | Brunner

programmatic display

Gain valuable insights and perspectives to build your business and respond to market changes from Kristen Taggert, VP of Integrated Marketing Communications.

Perspectives from Kristen Taggert | Brunner

Vice President, Integrated Marketing Communications

Kristen Taggert

Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

Social media is a key way to communicate with your customers. Hear from our teams.

Social media is a key way to connect with your customers and foster meaningful relationships. Hear from our experts as they share insights on building authentic engagement, crafting compelling content, and staying ahead of trends in the organic social landscape.

Organic Social Media Content: Industry Trends and POVs | Brunner

organic social media

From campaign tips to influencer collaborations, discover perspectives from our team.

Discover perspectives from our experts on influencer marketing, where influence meets strategy. Explore insights on how to effectively partner with influencers to enhance your brand's authenticity and connect with your audience.

Influencer Marketing Content and Perspectives | Brunner

influencer marketing

Stay updated on all the latest paid social trends.

Stay updated on the latest trends in paid social media to amplify your brand's reach. Explore insights on effective strategies, targeting techniques, and creative approaches to connect with your audience and drive engagement.

Our Perspectives on Paid Social Media | Brunner

paid social media

Search engine optimization is constantly changing. Stay up to date with perspectives from our team.

Search engine optimization is constantly evolving, and our team is here to ensure you’re always ahead of the curve. Stay informed with insights from our experts as we explore the latest trends, strategies, and best practices in SEO to help you grow your brand and dominate search rankings.&nbsp;

SEO Content and Perspectives: Industry Trends and POVs | Brunner

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Your brand has built a strong and effective presence on TikTok, for both organic and paid campaigns. The influencers you work with are building their communities on the platform.&nbsp;&nbsp;And your website data shows growing traffic from TikTok as people use it instead of Google to search for information.&nbsp;But a new federal law President Joe Biden signed on April 24 will force a sale of TikTok or ban the platform within 12 months.&nbsp;&nbsp;Marketers are asking, “Now what?”&nbsp;Brunner manages TikTok as a marketing channel for clients in industries from building supplies and auto insurance to consumer packaged goods and quick service restaurants. We’re sharing our point of view on what brands should know about the ban at this point and our recommendations. ByteDance filed suit May 7 in U.S. federal court to challenge the new law, so the TikTok ban timetable could change.<h2>What Does the Law Banning TikTok Require?&nbsp;</h2>The <a href="https://www.mediapost.com/publications/article/395515/biden-signs-law-banning-tiktok-unless-its-sold.html" rel="noopener noreferrer" target="_blank">new U.S. law</a> gives ByteDance, the Chinese company that owns TikTok, nine months to sell the app. If a sale is in progress at that point, ByteDance may be allowed another three months to complete the transaction.&nbsp;If a sale does not happen, TikTok will be banned in the U.S., where more than 170 million Americans use it. The app is especially popular with Gen Z, which makes up 44.7% of U.S. TikTok users, according to <a href="https://www.emarketer.com/insights/guide-tiktok/" rel="noopener noreferrer" target="_blank">EMarketer</a>.

With the U.S. TikTok ban looming, marketers face a pivotal shift in their strategies. Learn the potential impact the TikTok ban can have on various channels.

What Does the U.S. TikTok Ban Mean for Marketers?

What Does the U.S. TikTok Ban Mean for Marketers? What Brands Should Know

Hear from Luca Pugliano, Manager of Programmatic and Paid Social Media at Brunner, as he provides valuable insights in the ever-changing digital landscape.

Perspectives from Luca Pugliano | Brunner

Manager, OTT, Programmatic, and Paid Social

Luca Pugliano

At Brunner, media is in our DNA. From ad targeting to ROI tracking, hear from the experts in media.

At Brunner, media is in our DNA, blending data-driven strategies with creative execution. Explore our insights to optimize your media investments and engage customers at every touchpoint on their journey.

Our Perspectives on Media: Trends and POVs | Brunner

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If your brand is running programmatic advertising campaigns, you’re right to worry that your media dollars are being wasted due to fraudulent activity like bots and made-for-advertising websites.&nbsp;&nbsp;In a 2023 study, the <a href="https://www.ana.net/" rel="noopener noreferrer" target="_blank">Association of National Advertisers</a> found that out of $88 billion spent in open web advertising, a staggering $22 billion is wasteful or unproductive. Put another way, only 36 cents of every dollar spent through a programmatic platform effectively reaches the consumer, the ANA study found (<a href="https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study" rel="noopener noreferrer" target="_blank">Read a summary; download the full report</a>).&nbsp;For advertisers, it’s the stuff of ad spend nightmares.&nbsp;At Brunner, we’re working aggressively to combat waste and fraud in <a href="https://www.brunnerworks.com/blog/programmatic-buying-the-high-tech-data-driven-way-to-manage-ad-buys-in-real-time-and-drive-business-results" rel="noopener noreferrer" target="_blank">programmatic advertising</a>, including testing and implementing innovative new anti-fraud tools such as <a href="https://fouanalytics.com/" rel="noopener noreferrer" target="_blank">FouAnalytics</a>.&nbsp;We’re seeing success. For one client, we used this platform to deliver a huge drop in bot traffic, a turn-around in verified human visits, a spike in view-through conversions and traffic — and a whopping $60,000 savings in media spend.&nbsp;&nbsp;<h2>Using FouAnalytics to Combat Programmatic Waste and Fraud&nbsp;</h2>After the ANA released its stunning report last year, the Brunner Programmatic team revisited every aspect of how we manage programmatic ad buying. During 2023, we tested half a dozen vendors who offer tools to combat advertising fraud. FouAnalytics stood out as the only tool able to stop unwanted bot traffic.&nbsp;Like Google Analytics, FouAnalytics is an analytics platform that monitors digital media campaigns, but with an added layer of ad fraud detection. At Brunner, we use FouAnalytics’s in-ad JavaScript tags, which load data per impression based on signals that indicate fraudulent activity. Those signals include bots, ad stacking, pixel stuffing, and made-for-advertising websites.As a result, our Programmatic Ads team has adopted FouAnalytics as a best practice for every programmatic ad campaign we manage. It’s now part of our <a href="https://www.brunnerworks.com/blog/worried-about-wasted-budget-in-programmatic-ad-buying-heres-how-we-combat-waste-and-fraud" rel="noopener noreferrer" target="_blank">strict programmatic practices and processes</a> to combat waste and fraud, to ensure each client is getting the best possible return.&nbsp;&nbsp;&nbsp;

Brunner partners with FouAnalytics to combat programmatic ad fraud across our client campaigns. Learn more about our programmatic campaign success with FouAnalytics.

Combatting Programmatic Ad Fraud: A Success Story Using FouAnalytics

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Gain valuable viewpoints and expert advice from Dan Kuzio, Associate Director of Programmatic, paid social and OTT.

Perspectives from Dan Kuzio | Brunner

Associate Director, Programmatic, Paid Social and OTT

Dan Kuzio

In an era defined by data-driven decision-making, marketing intelligence is the cornerstone of strategic success. Discover insights from our team.

At Brunner, marketing intelligence is the foundation of data-driven decision-making. Explore our insights to learn how to leverage data effectively, target your audience, and stay ahead in a competitive landscape.

Our Thoughts on Marketing Intelligence Solutions | Brunner

marketing intelligence solutions

Earlier this year, an <a href="https://www.ana.net/" rel="noopener noreferrer" target="_blank">Association of National Advertisers</a> report set the digital marketing industry abuzz with a finding that billions of dollars are wasted in programmatic ad buying.&nbsp;&nbsp;Globally, advertisers spend about $88 billion per year on programmatic ad buys. The <a href="https://www.ana.net/miccontent/show/id/rr-2023-06-ana-programmatic-transparency-first-look" rel="noopener noreferrer" target="_blank">ANA study</a> found that of the total, about $13 billion — and possibly as much as $20 billion — is wasted on poor ad placements, including “made for advertising” websites (MFAs).&nbsp;Those kinds of numbers got plenty of media coverage (<a href="https://www.mediapost.com/publications/article/386433/ana-finds-as-much-as-20b-wasted-on-programmatic-a.html" rel="noopener noreferrer" target="_blank">Media Post</a>, <a href="https://adage.com/article/special-report-cannes-lions/advertisers-waste-23-programmatic-ad-dollars-ana-study-finds/2500276#:~:text=The%20report%20found%20that%2023,ad%20placements%20on%20bad%20websites." rel="noopener noreferrer" target="_blank">AdAge</a>, <a href="https://www.wsj.com/articles/marketer-trade-group-report-shows-ad-spending-rife-with-waste-4a1498d4" rel="noopener noreferrer" target="_blank">The Wall Street Journal</a>). And those findings understandably raised big concerns with advertisers.&nbsp;At Brunner, the ANA’s report prompted us to revisit our practices and double down on our strict processes to ensure every dollar of each client’s media budget is getting the best possible return.&nbsp;&nbsp;By finding ways to actively combat waste and fraud in the platforms we manage for our clients, we can get <a href="https://www.brunnerworks.com/perspectives/programmatic-buying-the-high-tech-data-driven-way-to-manage-ad-buys-in-real-time-and-drive-business-results" rel="noopener noreferrer" target="_blank">the great benefits of programmatic buying</a> — increased transparency, control, flexibility, and scalability — while managing those spends safely and responsibly.&nbsp;Here’s how we do it.&nbsp;<h2>Build Strong Partnerships with Responsible Marketers&nbsp;</h2>To be sure, there is a varying level of waste any time advertisers buy ads programmatically, or even directly. The level of risk can be different depending on your industry and go-to-market strategy.For the Brunner team, building strong relationships is key on both the selling and buying sides of programmatic advertising.

Concerned about wasted budget in programmatic ad buying? Discover how Brunner combats waste and fraud to optimize your ad spend and maximize campaign effectiveness.

How We Combat Waste and Fraud in Programmatic Ad Buying

Worried about Wasted Budget in Programmatic Ad Buying? Here’s How We Combat Waste and Fraud

Gone are the days when advertisers had to rely on a tedious process of negotiating deals with individual account reps channel by channel, committing to ad buys, and waiting for days to receive data. Now, in a new age of high-tech, data-driven advertising, programmatic buying has emerged as the most strategic and effective solution for savvy marketers to beat the competition and drive business results.Through programmatic buying, advertisers can buy placements in real time through a central, automated platform that can purchase ad time across various channels, networks, and websites. They get real-time results showing exactly what’s working and what’s not. And they have the ability to shift budget on the fly and maximize ROI in ways not possible before.As a top 100 independent agency, Brunner is at the forefront of programmatic buying to deliver maximum impact for clients.At Brunner, we’re not sitting still. We’re agile and and we’re trying to move this industry forward. It’s not just ‘buy it, forget it and set it.’ We chase these audiences across wherever we need to chase them. We have the tools, we find the audience, and we have the results.<h2>What is Programmatic Buying?</h2>Put simply, programmatic buying is the buying and selling of ads in real time through an automated system. These systems, called demand-side-platforms, or DSPs, allow advertisers to place ads across a number of platforms.Programmatic buying took hold in 2013 and has since grown into an essential part of today’s marketing mix for advertisers. In 2021, the United States was the world’s largest programmatic advertising market worldwide at an estimated $167 billion USD, followed by China at $109.5 billion USD and the United Kingdom with $24 billion USD, according to Statista, which projected global programmatic buying to reach $493 billion USD by 2022.

Explore how programmatic buying uses advanced technology and data to manage ad buys in real-time and drive business results.

Programmatic Buying: A Data-Driven Approach to Real-Time Ad Management

Programmatic Buying: The High-tech, Data-driven Way to Manage Ad Buys in Real Time — and Drive Business Results

Hear from the Brunner Marketing Team as we give agency news updates, awards announcements and valuable insights on the ever-changing digital landscape.

Perspectives from Brunner Marketing Team | Brunner

Brunner Marketing Team

Our team uncovers the latest trends and insights on OTT platforms so we can continuously test, learn and optimize. Explore our OTT content. 

Navigate the dynamic landscape of OTT and connected TV with our expert insights and strategies. Explore innovative approaches to reach incremental audiences and elevate your media mix for greater impact.&nbsp;

OTT Content and Perspectives: Industry Trends and POVs | Brunner

Note: This article originally appeared on the Roku website as a <a href="https://nam12.safelinks.protection.outlook.com/?url=https%3A%2F%2Fadvertising.roku.com%2Fmarketer-spotlight%2Fbrunner&amp;data=05%7C01%7Cbzangaro%40brunnerworks.com%7Cfb8dbe8da836406b603e08da7099a4a9%7C75f07833328847a295d9784dafd3c511%7C0%7C0%7C637946102432147755%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=1KCWyCuB%2Bzbjqpd%2F2M1ACe%2FNbr4NbOfpqyQohmW82f4%3D&amp;reserved=0" rel="noopener noreferrer" target="_blank">partner spotlight feature about Brunner</a>. Republishing with permission from Roku.The Pittsburgh-based marketing agency, Brunner (pronounced “Brew-ner”) has partnered with <a href="https://www.roku.com/" rel="noopener noreferrer" target="_blank">Roku</a> to offer their clients access to Roku’s <a href="https://advertising.roku.com/resources/blog/streaming-strategies/roku-oneview-incremental-reach" rel="noopener noreferrer" target="_blank">OneView</a>, the ad platform built for TV streaming, to help performance marketer’s fuel growth through TV streaming ads. This partnership has helped Brunner deliver streaming success for their clients and redefine possibilities to achieve their awareness and conversion goals. The partnership has been so successful for their clients that Brunner is consolidating their spend from other large ad platforms into OneView.Brunner is no stranger to being nimble with an eye towards innovation. Since 1989, Brunner has adapted their business model to stay in front of the consumer decision journey and meet the needs of their clients’ business goals. This has meant evolving from a small creative shop to a full-service marketing agency with a specific focus on developing their performance marketing services. As they saw consumer media consumption behaviors changing and the need to find a post-cookie solution, it only made sense to identify strategic partners, such as Roku as a next step in their evolution.We sat down with Ryan Bopp, associate director of channel marketing at Brunner, and Rachel Rock, display manager, to talk about their partnership with Roku and what convinced them to make such a major commitment to OneView and Roku.<h2>What makes Brunner special?</h2>Ryan:“I think it’s our willingness to grow and evolve as an agency.”The team at Brunner works to remain adaptable to the ever-changing marketing ecosystem. They have a culture of experimentation that enables them to learn fast and evolve to keep up with developments in media. “Although our core focus is on understanding our client’s target audience and pairing those insights with the best channel mix to achieve their goals, we always leave room for innovation as it’s in our DNA to keep an eye towards what’s next,” Ryan explained. “We have teams focused on developing everything from virtual reality (VR) apps and non-fungible token (NFT) projects to customized data warehouses and client facing BI reporting systems. We’re always pushing the norm of what a marketing agency is, especially on the digital side. What makes us different and fuels our culture is our people, or what we like to call the A-Team. We cherry-pick from the bigger media firms and corporate organizations, focused on people who embody that hunger for change, intellectual curiosity, and a solution-oriented mindset. You can find technically skilled people who rest on their laurels anywhere, we strive to be better. Our clients deserve better.”The agency has remained small deliberately—with fewer than 200 employees between two offices–to preserve an authentic culture built upon relationships, both professional and personal.<h2>Why partner with Roku?</h2>Evaluating a partner involves more than crunching numbers and ticking boxes. When Brunner looked at Roku as a potential partner, they found a media company with a commitment to innovation much like their own and a deep understanding of what their customers need and how to deliver it.“There’s a very close, 1-to-1 comparison between who we are and what we stand for and what Roku is all about,” Ryan explains. “Performance is excellent and the platform is easy to use, which are phenomenal things, but more than that we feel like Roku invests in solutions before the need comes up. You anticipate our needs and that makes it feel like you’re a true partner of ours.”Brunner needed a marketing solution for a post-cookie advertising model. Roku was right there with a solution—a direct consumer relationship, less reliant on cookies or mobile ad ids. This new approach empowered Brunner to evolve their performance marketing practice to meet this new advertising paradigm.Ryan:“Roku moves just as fast or faster than the marketplace, and that gives us the confidence to go to a client and say, ‘we have a great TV streaming partner, and they solved this issue for you’.”“A perfect example: Roku had solutions for a cookie-less world when some people weren’t even talking about that future. Without naming names, we’ve worked with the dinosaurs of the DSP OTT CTV world. They’re producing the same thing they’ve been putting out for 10 years and presenting it as the solution for a different problem. Working with Roku has addressed that frustration.”Another must-have for Brunner was ease of use and a hands-on customer success experience. Once again, they found a perfect fit with Roku.“Roku has the most customer-centric reps we’ve ever worked with. Ease of use is a big deal for any agency. We are always looking for cutting edge platforms, but adoption is usually a problem because training can put an unneeded stress on media teams. When we found Roku, we had one person on it—Rachel. She was able to handle all the onboarding, learn all the ins-and-outs quickly, optimize the set up and then train everybody else.”For Rachel, ease of use includes ease of testing. Being able to evaluate and quantify the effectiveness of new tools is a priority for her. Through her experience testing OneView, she not only validated its performance but got involved in Roku’s own beta tests and user experience (“UX”)&nbsp;iteration process to help make it even better.Rachel:“It’s our responsibility to test the viability of our client’s media mix, and with that it means testing the viability of the tools we use to manage the client’s business. We need to use the best tools available to us. With factors like the deprecation of the cookie, it becomes essential to seek out new tools. That was the origin of our conversation with Roku. There have been fresh challenges coming up every quarter since then, but with Roku it feels like we have a partner who shares a genuine interest in helping our clients succeed.”“I personally have done several interviews with your UX teams, I’ve participated in every beta I’ve been able to, and that’s because you are genuinely interested in making this the most user-friendly DSP out there. The same just can’t be said for everybody else.”<h2>How did you decide to invest so heavily in OneView?</h2>In the two years since they kicked off this partnership, Brunner has gone all-in on TV streaming, increasing their investment by 10x and shifting other media assets to streaming. To Ryan, this bold move was an obvious next step.Ryan:“We were seeing better prices and better performance in OneView, so that was the starting point. We proved the performance first, and then we were able to add things on. Remarketing off of the view of a video ad in streaming TV to run a display ad. So then, we see performance drastically out-perform traditional display ads. At that point, it was time to talk about moving all our display ads over to OneView.”Brunner found that OneView drove cross channel results, causing a 300% lift in paid search. The platform’s precise insights allowed his team to be specific about what was causing this cross-channel effect.“It’s not just that OneView works, it’s that it’s easy to prove what works,” says Ryan. “It’s easy to prove in-platform but also in terms of your bottom line when you’re looking at your whole media mix model of what other channels and&nbsp;<a href="https://advertising.roku.com/resources/blog/streaming-strategies/how-to-measure-tv-streaming-impact-with-cross-channel-analysis" rel="noopener noreferrer" target="_blank">cross channels</a>&nbsp;are affected by it. Streaming and linear TV are traditionally designated as awareness (channels) but we’re also seeing our branded paid search lift substantially (300%) by running an awareness campaign. At that point, is it awareness, or are you running a conversion campaign? And that’s what we’re able to do in the platform.”<h2>How did you drive client success with OneView?</h2>OneView gave Brunner an out-of-the-box TV streaming and cross-channel ad solution they were excited to take to clients. Rachel told us about how brands she worked with were able to adapt Roku’s Core 6 framework.&nbsp;OneView and the&nbsp;<a href="https://advertising.roku.com/advertiser-solutions/the-roku-core-6" rel="noopener noreferrer" target="_blank">Core 6 framework</a>&nbsp;helped Brunner deliver creative to match streaming customer’s viewing habits.Cross-device capabilities made it possible to reach TV streaming audiences on any device they use, and incrementality testing–to evaluate how much each element of a campaign contributes to its overall results–proved these methods were delivering results for clients.Rachel:“When you’re talking first-party data, the ability to attribute site visits or other actions taken on a client’s site to OTT exposure is a massive, new opportunity. It’s one of the biggest reasons clients have been excited about running their media in OneView. For things like discovery commerce and consumer-focused identity, it’s a no-brainer that those have been excellent in terms of performance for us. Roku’s scale, first-party, third-party audience data segments, and household ID policy. These things make it that much easier to reach our audience.”On top of that, the team can run incrementality testing and measure the success of the Core 6 framework for their clients.“Brunner has increased spend in streaming 10x in OneView since we began working together, and that’s due to the results we’ve seen from implementing Core 6.”<h2>3 Success Stories From Brunner and OneView</h2>Brunner used OneView to solve unique marketing challenges for these three brands and helped them tap into new opportunities for growth.<h3>The Home Depot Rental</h3>The Home Depot Rental saw 60% of its total rental contractor conversions last year come from non-obvious attributes that Brunner layered into their typical targeting.† Those were attributes they learned from their first TV streaming flight with in OneView.Rachel explains, “The Home Depot Rental is opting for a full-funnel strategy this year. They’re going to prospect, lookalike, and remarket. They’re looking at interactive ad units and moving to an evergreen presence rather than just focusing on peak season. That’s been huge for them.”<h3>Edgar Snyder &amp; Associates</h3>The personal injury law firm of Edgar Snyder &amp; Associates was a pioneer user of traditional television to market legal services.As Rachel told us, “Last year, we helped them through a massive shift, moving 30% of their budget to OTT. They have since seen a major increase in search brand-lift traffic, an average decrease of 65% in their cost per site action, and a decrease of 80% to their cost per site visit.”‡That increase in search is having a positive impact on other marketing practices. They too will kick off a full-funnel strategy this year.<h3>Mitsubishi Electric</h3>TV streaming led to 300% increase in search lift for Mitsubishi Electric.**That lift was one of the first big streaming wins for Brunner and their clients. Those results have helped Ryan and his team prove the impact of streaming and sell it to new businesses.&nbsp;† Roku Internal Case Study, Home Depot: Q2 2021 – Q2 2021‡ Roku Internal Case Study, Edgar, Snyder, and Associates: Q3 2021 – Q1 2022** Roku Internal Case Study, Mitsubishi: Q1 ‘2020

Explore how Brunner leverages Roku’s platform to drive innovation and success in marketing campaigns.

Guest article: How Brunner continues to innovate with the help of Roku

Hear perspectives on industry trends and future forecasts from partner and Chief Revenue Officer, Dan Gbur.

Perspectives from Dan Gbur | Brunner

Partner, Chief Revenue Officer

Dan Gbur

Unlock the power of your data with insights from Brunner’s data management and analytics team.

Unlock the power of your data with insights from Brunner’s data management and analytics team. Explore how we transform complex data into actionable insights that drive informed decisions and uncover new growth opportunities.

Data Management and Analytics Content and Perspectives | Brunner

data management and analytics

<h2>What Are Cookies?</h2>Most websites use small text files called “cookies” to enable certain features. When you visit a site or re-visit a site, the sites read cookies to remember your login credentials, which articles you have already read, your language preferences, etc. These are stored on your hard drive and are called first-party cookies because they are given to you by the website you are visiting. No other website or domain can read the first party cookie.

Discover Brunner’s point of view on a cookieless future. Learn how to navigate changes in digital tracking and advertising and adapt your strategies for success.

Programmatic Display Content

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