By Mariama Holman, Assistant Editor @Mview0
“The definition of programmatic is just ‘automation’ – but there a lot of layers beneath that we can dig into.” – Chris Pirrone, GM of Sports Digital Properties at USA Today
Agencies, publishers and brands are all trying to understand how to automate marketing in the best way possible. Confusion and complication occurs as the industry takes a trial-by-fire approach to determine the best standards and practices.
Our industry is going where no marketer has gone before.
Marketing automation is finally drawing revenue for many media outlets. According to Chris Pirrone from USA Today, 30 to 50 percent of revenues for many publishers are strictly from programmatic. No longer are publishers and advertisers doomed to waste time and resources forever faxing insertion orders back and forth.
Progress is underway, but we all must be patient and endure.
At the Incite Programmatic Summit May 4-5, we paid close attention to best practices, opinions and insights from leaders like Prasad Joglekar, Summer Weiss, Carl Kalapesi, Katie Steiner and Ana Villegas.
We all have something to learn from each other.
So take advantage of our high level notes, and be better prepared for making the most of this incredible moment in advertising history.
Offer premium inventory
The myth has been busted – programmatic is not just about low-quality inventory. Don’t just sell ads. Offer advertisers higher grade content and ad placements. There is a demand for these offerings, especially in video.
Better targeting, less retargeting
Is everyone that clicked on a bank’s mortgage ad interested in their other services? Not necessarily. Mortgage and car insurance companies are notorious for over-retargeting consumers with ads for irrelevant products and services. As an industry, we need to focus less on serving ads and more on relevancy.
Soft skills still matter
Focus on embedding soft skills into your service model. It will make a world of difference to your clients.
“The model, or soft skills of creativity are completely embedded in the [programmatic] hard-skill technology infrastructure.” – Bill Evans, EVP and Chief Digital Officer at Chemistry
Brands want more options
“Brands are working with more DSPs – not just one, but multiple partners. Why? The technology changes so fast you want to be connected and have options.” – Michael Lacorazza, EVP of Brand and Advertising at Wells Fargo
“Automatic” is not another word for cheap
“Automation and technology are not a panacea to high marketing costs. Don’t assume that your programmatic campaign is going to be cheap just because it uses algorithms.” – Bill Evans, EVP and Chief Digital Officer at Chemistry
Better programmatic campaigns do not just require fantastic software, but smarter, more creative minds for planning and reaching goals. The demand for individuals who can masterfully wield data, analytics and creativity is limitless.
“We spend more money on our people than our machines because they make all the difference at the end of the day.” – Bill Evans, EVP and Chief Digital Officer at Chemistry