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Millward Brown Programmatic Will See Expanded Role This YearWhat does Millward Brown, a leading expert in helping businesses grow strong brands, see for this new year ahead?

The company recently released its annual digital and media predictions for 2015 and the firm comes down firmly on the side of programmatic advertising.

But it’s just as firm about what marketers need to do — empower programmatic media buying systems “to do more than simply access cheaper and more targeted impressions.

So how can this transition be made, the report’s authors ask? For starters marketers must muster the ability to build creative that can be customized and then “seamlessly delivered” by media buying algorithms.

In addition, Millward Brown analysts think brands which achieve this will be able to create “a new form of dynamic and relevant storytelling.”

“To date, the debate around programmatic media has been firmly centered on the ‘how’ of operations and behavioral metrics such as cost per click,” asserts Duncan Southgate, Global Brand Director for Digital at Millward Brown. “In 2015 we expect marketers to be equally focused on the benefits programmatic may be able to bring to building meaningful brands and the opportunities to leverage it more creatively.”

What else does the firm anticipate in 2015?

As native advertising becomes an established medium, analysts believe advertisers “should partner with best-in-class publishers who strike the right balance between advertising and editorial.”

In addition, the company thinks new and exciting paid marketing opportunities will emerge on micro-video platforms. Location-based marketing opportunities, just getting solidly implanted, will loom as powerful, too.

“Native, micro-video and location-based marketing are disparate technologies, but they are connected by marketers’ desire to deliver more relevant communication,” said Southgate. “A key challenge for marketers in 2015 will be balancing identification of the perfect marketing moment with a need to generate cost-effective scale and reach.”

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