By: Austin Dicharry
Summer and autumn 2014 have been full of advertising targeted toward women, or femvertising. Studies show that images of strong and powerful women resonate with female consumers and potentially parents with daughters, so it’s unlikely that femvertising will slow any time soon. But how does this work with programmatic?
In fact, the focus on knowing your demographic with programmatic advertising works well with advertising to whom, who don’t often fall for cheap ploys of “sex sells” when it comes to marketing. Thanks to ad IDs, tracking cookies and more, programmatic can detect when a woman is browsing or, at least, when the consumer is someone who engages in buying behavior considered typical of a woman. Programmatic can then serve female-friendly or even feminist advertising to that consumer if it’s the most appropriate ad content.
Certainly, advertisers and marketers who are looking to strike it big with programmatic would be remiss to ignore women or even to offend them. After all, they control 80% of consumer purchasing according to Mashable. Even Facebook’s COO, Sheryl Sandberg, says that companies must get on board and have “women in this and every room.” While Sandberg’s focus is on more women creatives, the result will be more advertising that speaks to women specifically.
One name we expect to see is Anne Frisbie. Frisbie is currently the General Manager of global alliances at InMobi, a company that launched a programmatic marketplace in May 2014. InMobi’s focus is on programmatic marketing online. Another woman who knows all about programmatic marketing is AOL Advertising’s CMO Erika Nardini. The company has focused on programmatic over the last year or so, and this has result in a 20 percent bump in yearly revenue, so there’s obviously money to be made with programmatic.
While this type of marketing has taken off for online and mobile consumers, programmatic has been more sluggish in entering the realm of television ads. Networks are reluctant to move away from their existing model, which has been in place for decades, even though advertisers are excited to see how well programmatic can work for them.
However, companies that hope to court female consumers will have to get with the program. For example, Meredith, the company behind Ladies’ Home Journal, Parents, Better Homes and Gardens and Family Circle, has successfully targeted women via print media, but the Vice President hasn’t shied away from programmatic to target the company’s female audience. Chip Schenck heads up the company’s programmatic sales and strategy department.
According to Schenck, the company has been using programmatic for years as part of their digital strategy. Chip Schenck views programmatic as a method that’s here to stay. He even goes to far to say that approaches to programmatic shouldn’t be separated from the company’s traditional advertising, which focuses on female consumers.
There’s no doubt that programmatic will prove profitable for companies who want to bring femvertising to the eyes and ears of female consumers. Companies will have to get on board first, however.