With 85% of advertisers integrating programmatic into their media buying strategies, and 64% doing so aggressively, programmatic has made a tectonic shift from being the exception to the rule of our industry.
Marketers who aren’t yet part of this industry-wide movement know the advantages of harnessing and optimizing aggregated data intelligence. However, questions remain over how to use programmatic – not on a one-off campaign basis, but how to integrate it as part of a company’s DNA.
Imagine the marriage of data, media, ad serving, insights and analytics, and apps and services – the ultimate decisioning engine for driving successful marketing campaigns. Layer into that mix a tightly knit and educated internal team, a unified programmatic mindset across all business units, a strong agency partner, and a management structure that supports programmatic ideation – at scale – and you have the ability to get the most sophisticated media buying and data insights embedded into your marketing processes. Adopting and implementing new technology is only as effective as the individuals and teams within your organization that are trained in using it.
By adopting a solid programmatic framework that is woven throughout the entire organization, you have a smarter marketing machine with better tools to more accurately attune digital strategies and dynamic personalized campaigns that put the right message in front of the right consumer at the most opportune moment.
Here are some guidelines for layering programmatic into your organization:
- Break down silos and align your teams online and offline
For synergy, best practices, efficiency, achieving common goals, utilizing a shared technology platform, enriching the analytics process, creating a customer-centric perspective, and operational cohesiveness.
- Get buy-in and support from the C-suite
For better management oversight, stronger collaboration between teams, help in defining processes, unifying the technology, making more informed decisions, programmatic accuracy with every media and targeting decision, and a more unified organization.
- Find an ad tech partner for a best-of-breed platform
For a stronger programmatic core, an educational partner, more sophisticated analytics, customer retention and acquisition, high-level learning, strong media and data partners, internal programmatic knowledge and best practices, and transparent insights.
- Harness analytical brain power
For aligned goals, a combined knowledge base, employee empowerment, getting the most out of a technology platform, best use of data modeling, and a single view of the consumer.
- Test, evaluate, be flexible
Define and adopt new processes, strengthen insights and learnings, know what’s working and what’s not, measure the performance of technology, aim for maximum performance, set business goals, feature and functionality improvement, and monitor dips and peaks in performance.
Call it autonomy, synergy, or call it creating the groundwork for a programmatic-focused infrastructure. Regardless, team structure, aligned goals, and putting programmatic technology at the center of an organization’s universe is the only way to harness and utilize big data in a way that will render desired results every time.
Download this checklist of questions that will set you and your organization up for programmatic success.