Within the last several years, programmatic technology has seen its fair share of the limelight in the media. So what’s all of the chatter about? Programmatic technology has proven its value to advertisers as a real-time, customer-centric approach that drives marketer ROI.
Real-Time
To some, Oreo’s Dunk in the Dark Tweet epitomizes real-time marketing. For MediaMath, real-time marketing means our algorithm, “The Brain,” uses advanced machine learning to determine the audiences, media, and messaging that will achieve the best performance against concrete goals and bids against those impressions in real-time. When considering real-time marketing in the context of consumer behavior, marketers need to think like consumers in order to deliver messaging that resonates. Consumers don’t think of themselves in silos, and marketers shouldn’t either. A consumer may hear about a product from a friend on Facebook, visit the brand’s ecommerce site, search for online deals, and, ultimately, head into the brand’s brick-and-mortar store to purchase the product. By optimizing online activity to offline events and weaving the data together, marketers are able to tell a cohesive brand story to reach consumers at the optimal time across touch points.
Customer-Centric
MediaMath’s technology allows marketers to access, and activate data from one centralized source. By activating data in TerminalOne™, marketers can understand and interact with their customers on a more granular level. Marketers can leverage their first-party data, as well as third-party data, to gain rich customer insights that allow them to market towards consumers in an increasingly individualized manner. Kellogg’s Bob Arnold, speaking about his company’s use of programmatic, told Forbes that, “From an effectiveness standpoint, the use of data allows our brands to find the right consumer when they are most receptive to our marketing message.” Programmatic technology enables customer-centric marketing for marketers by allowing them to:
- Discover new audiences through better segmentation and analysis
- Target key audiences with stronger creative and integrated media
- Analyze campaigns and audience segments to optimize towards better performance.
ROI
The marketing world has long been defined by John Wanamaker’s statement: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Programmatic technology repudiates that statement as digital marketers can clearly understand where and how their ad spend is performing best. Media and consumer product companies using programmatic are seeing 20-40% increases on the results of their media investment and up to a 600% increase on their ROI. Programmatic technology is being talked about because it works. It works in real-time, is customer-centric and has demonstrated to increases ROI for digital marketing efforts.
In case you missed it, check out the last post in this series that identifies the essential attributes at the core of the right programmatic technology and be sure to keep up with this series moving forward by following the Building Block Series tag on the blog.
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Photo: What? by Veronique Debord-Lazaro