According to AdExchanger, right now — this moment — is the time when programmatic is going to tip into the mainstream. Blue-chip marketers such as Kellogg’s, Kimberly-Clark, American Express and Unilever have already started working with programmatic buying. Now, Procter & Gamble is going all in, saying it will dedicate 70% of its digital media spending to programmatic channels this year. And if there’s one maxim that holds true in marketing, it’s as P&G goes, so goes the industry.
Here are five reasons why the time for programmatic is now:
Do What Can Now Be Done: It won’t be long before most, if not all, digital media will be bought and sold programmatically. Already, a majority of marketers are buying programmatically in at least four channels, according to AdExchanger’s State of Programmatic Media Report, and even more — including “traditional” media, such as television and out of home— are in the pipeline.
The More You Put In, The More You Get Out. The costs associated with programmatic are directly related to how much you use the technology. From strategy, to spend, to execution, an extensible, transparent, and open platform like TerminalOne drives success for those marketers that take an “always on” approach.
You’re Still In Charge. The TerminalOne Marketing Operating System™ is designed with the end user in mind. MediaMath is not in the business of running your marketing campaigns; it’s in the business of creating technology that leads performance, transparency, extensibility, and reliability, so agencies and marketers can reimagine what marketing performance means to them.
Improved ROI. Right Now. Like putting premium gasoline in your car, programmatic technology takes it a step further. Your marketing may have reach; programmatic makes it more effective. Your audience segmentation may be satisfactory; programmatic makes it shine. You’re ROI may be good; programmatic makes it better.
Your Competitors Are Jumping In. 91% of advertisers and 83% of publishers said they expect to use programmatic marketing over the next two years, according to the Winterberry Group and the Internet Advertising Bureau. The more prevalent programmatic becomes, the harder it will be for those who delay to catch up.
This is it. This moment — right now — could decide your company’s future. This is the time to invest in programmatic. The ones that don’t will be the ones left behind.
This blog post is the eight in a series for marketers that are curious about programmatic technology and would like to educate themselves on the value it can provide.
New to programmatic? Take our quiz to find out where you stand when it comes to your programmatic prowess.