Programmatic is becoming the new norm for marketers. Spend in programmatic is on the rise; in APAC, it’s expected to double to $37 billion by 2019, according to Magna Global. In a commissioned study conducted by Forrester Consulting on behalf of MediaMath earlier this year, it was reported Australia was putting 48 percent of digital spend toward programmatic and Japan and Singapore 46 percent. Based on the same research, 40 to 58 percent of the markets that haven’t adopted programmatic are already in the process or evaluating for adoption.
But there’s still the lingering challenge that programmatic is perceived as complex and difficult to navigate. In the Forrester-conducted study commissioned by MediaMath, respondents reported barriers to adoption include complexity of technical implementation (50%), lack of skills to use (39%) and not understanding what it does (27%).
The rising interest in adopting programmatic paired with uncertainty on what it is and how to best apply it means more expertise is critical. We expect programmatic proficiency to follow the same trend as digital skills. When digital media, as it’s known today, began, knowledge was concentrated to a person or a small group of people. As spend on digital increased, expertise was integrated into the bigger teams. Clients, by extension, also became more knowledgeable.
Similarly to how we help educate individuals on the digital marketing landscape, the New Marketing Institute has created new courses aimed at meeting learners where they are under the umbrella of Practical Programmatic. The courses aim to build strong foundations to help turn programmatic theory into practice for three different audiences that represent the three sides of advertising, and to stimulate discussion in these areas:
- Programmatic for Media
- Programmatic for Brand
- Programmatic for Creatives
These certification courses will be launched at Spikes Asia 2016 on 22nd September at the Suntec Singapore Convention & Exhibition Centre, 3rd Floor, Room 30. The Spikes event offers seminars and workshops focusing on creativity and learning for people in creative and communications roles, particularly in agencies. To attend the session, register for the Spikes conference here. For more information on how you can sign up for our new programmatic courses or bring them to your business or organisation, get in touch with a NMI representative by emailing firstname.lastname@example.org.