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ERA and BCM Showcase Programmatic Case Study at IAB Marketplace

era screen grabAt the IAB’s Advertising Technology Marketplace on May 11, where the spotlight was on programmatic, BCM Senior Director-Performance Media Lijo Joseph and ERA Real Estate CMO Chris Trick discussed how using programmatic buying helps them reach consumers at the right time during the purchasing process on the right channels with relevant content.

“During the “Programmatic in Action: Brand Driven Case Studies” session, the executives explained how they have used data to reach consumers effectively on well-aimed channels through mobile and digital,” writes Brielle Jaekel for Mobile Marketer. For ERA, using data from aggregate sites such as Zillow has been successful in driving consumers to local real estate agents with individualized advertisements.

“We want to make sure that we deliver a message to them that is relevant, on point and right then and there on the site, not ten days later or six month later,” said BCM’s Joseph. “The key is this is how we use data and creative together and executed a program that’s not just a banner but creates a story and following the consumer through the journey as they come back to Zillow, as they came back to several other companies we work with that do the same thing,” he continued.

Learn more about how BCM created thousands of personalized ad units to drive leads for ERA in our case study, and view the rest of the Mobile Marketer article here.

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