How to increase reach effeciency and effectiveness of MEO's Digital marketing campaings: programmatic buying & targeting techniques

Abstract

This paper draws on two new trends in the digital marketing environment: programmatic buying and targeting techniques. These topics arose as the main responses to increase digital marketing campaigns’ efficiency and effectiveness, as requested during a Field Lab carried out at a leading Portuguese telecommunication and media services operator. Once the reader is introduced to the environment in which the project was performed and the reference literature, theoretical recommendations for a strategic implementation of these techniques, and a practical example to increase the targeting efficiency, are provided, passing through the conclusions of four main research techniques that led to these choices.