Agencies and brands aren’t increasing spend in programmatic because it’s “popular.” More ad spend is moving programmatically because the technology has demonstrated its results for both brands and agencies alike; its efficacy has made it pervasive.
But what exactly is it about programmatic that drives marketing performance for agencies and their clients? If you are new to programmatic marketing here are five key reasons that are core to programmatic driving success for agencies and brands:
Data Activation. Only through a programmatic marketing operating system can you ensure that the right data is used to drive consumers to the right interaction. A marketing operating system allows you to select the high value audiences from your data assets, with the messages you choose, with minimal turnaround time (close to real-time, in fact). Agencies traditionally bought media or content as a proxy for audiences, but now, marketers are able to buy audiences directly instead. So, for example, a buyer would think to themselves, “I want to reach females, 18-29,” then purchase inventory on the sites with highest shown concentration of that demographic. The exchange world allows an agency or advertiser to buy actual audience for the first time, at scale.
Data Retention. As a digital marketer, your most valuable asset is your data. Don’t “rent” out data on a campaign-by-campaign basis. Be accountable and empowered to see your campaigns succeed; leverage your own data, along with third-party data, to produce smarter marketing decisions that grow business.
Reduced Intermediaries. As valuable as ad networks are at aggregating audiences and providing agencies alternative buying strategies (CPC, CPA, low CPM’s), agencies are envious of the large margins enjoyed by the networks. Reduce wastage from media partners by cross-targeting audiences. On a broader scale, marketers need to ask themselves how the technology they may invest in integrates with their existing technologies and how it would compliment other technologies that they may be purchasing simultaneously.
Breadth of Supply. There are more than 30 billion online ad impressions served per month, globally. Programmatic technology identifies the impressions best suited for your marketing goals, and at the optimal price. Through MediaMath’s Deal Discovery App advertisers are able to buy Private Marketplace and Automated Guaranteed deals. Additionally, advertisers can cut through the clutter and manage all of their supply (as well as data and tech) relationships through MediaMath’s OPEN Partner Marketplace.
Buying Process. The traditional method of digital media buying is inefficient; the addressable digital media market is larger than ever, and with programmatic technology, you have billions of decisions being made about your media dollars instantaneously. Ensure that that your media dollars and media decisions are mapping to your customer actions accurately with a programmatic platform.
Attending Digiday’s Programmatic Summit? I’ll be presenting “5 Reasons a Programmatic First Approach is the Smartest Marketing Decision You’ll Make in 2015” on Wednesday, November 18th, at 10:35am EST.