Driving Business Results with Programmatic Technology

May 1, 2014 — by Edwin Lee

As noted in our previous post, the surest way for marketers to fully harness and prove the benefits of programmatic technology is to not just consider it a better way to buy media, but a fundamental evolution in the approach to marketing.  This is only fully realized when there is a broader organizational shift; a shift in culture, process and technology. And when all marketers are aligned and working towards revenue goals – which modern marketers should be doing — this operational efficiency will inevitably enable more acute understanding of marketing efficacy, smarter use of budget and greater business results.

Brand marketers are laser focused on generating brand visibility and awareness. The ability to measure the connection of brand awareness campaigns to both off-line and on-line sales is a incredibly powerful tool that allows marketers to identify the incremental ROI for each touch point and better understand the value of each media exposure. A marketing operating system enables marketers to access performance metrics at the impression level and to examine “the whole picture.” Thus, marketers are able to understand the true and overarching impact of revenue. Kellogg’s, a pioneer in programmatic, exemplifies using programmatic technology to look at the bigger picture. When they’re paying the right price for each impression, marketers can drive a high return on their digital ad spend.  And being able to identify and connect the drivers of performance creates the opportunity for even stronger optimization. Bottom line – marketing just works better.

Brand marketers that employ programmatic technology are able to drive business results by leading with a customer-centric marketing approach. By activating consumer insights to understand who their best customers are, what their path to purchase looks like, and what messages are most relevant to them along the way, marketers are able to drive profit by engaging only those customers that are most likely to convert. Marketers can increase the likelihood of conversion with customers by employing dynamic creative optimization to connect with customers through personalized messaging. This kind of bespoke messaging can be achieved by targeting customers based on their offline purchase history, age, and a number of other variables. And by activating their own data, as well as third-party data, marketers can engage consumers more with a more cohesive and relevant story across channels. Additionally, digital marketers that employ programmatic solutions aren’t pigeonholed by manual media buys; rather, they’re able to execute marketing at scale.

TerminalOne™ enables marketers to access the world’s supply of inventory from one centralized marketing operating system. MediaMath, through its Automated Guaranteed offering, lets advertisers gain access to premium inventory across key portals and sites on a reserved, upfront basis. MediaMath’s streamlined digital processes enhances the buying experience by removing the back-and-forth of direct sales channels. Ultimately, when an organization is set up to lead a revenue-focused marketing operation, with programmatic strategies at its core, they will be able to drive greater marketing efficacy that is customer-centric, cross-channel, and scalable.

This post is the fourth in a series for marketers with an understanding of programmatic technology who are looking to step it up.

Keep up with this series to further educate yourself on how programmatic technology fits into the bigger marketing picture by following the Step It Up Series on the blog.

Do you have what it takes to integrate programmatic technology more deeply into your business strategy? Take our quiz to identify your level of programmatic sophistication and get to the next level.

Edwin Lee

Edwin Lee, VP of Global Retail, leads MediaMath’s retail go-to-market strategies. He employs MediaMath technologies to meet global retail business and marketing objectives, developing new programmatic advertising products and custom solutions. Edwin is responsible for global sales and product solutions in the retail vertical. Edwin brings over 19 years of client service, and over 14 years in digital marketing and media, working with global Fortune 500 companies. Prior to MediaMath, Edwin spent nearly 11 years at iCrossing / Proxicom where he lead strategy, creative, web development and digital media teams. Edwin’s interest in technology and media stems from days as a technology management consultant where he transformed companies to act faster and more efficiently through the use of technology.  Prior to that, he got his MBA in General Management from USC and a BA in Quantitative Economics from Stanford. Outside of work and having played competitively at Stanford, Edwin can be found on the golf course, preparing for his Sr. PGA Tour debut.