PulsePoint’s new programmatic platform proves content is (still) king

PulsePoint’s new programmatic platform proves content is (still) king

By Mariama Holman, PA.O assistant editor

Oftentimes, we hear that in this new era of data-driven marketing, content should fall by the wayside due to our new array of fancy new tech tools.

You can’t slacken on your content, ad tech. In fact, now is the time to step up your game.

PulsePoint recently launched a programmatic content marketing platform that promises to help brands make the most out of their spend — with better content. Using all of the information in its tech stack – real-time contextual, audience, editorial and page-level behavioral data – PulsePoint offers “original stories and video” content creation and strategy services for clients. Additionally, it will help advertisers “eliminate under-performing content” across devices.

According to Sloan Gaon, CEO of PulsePoint, “Marketers are starting to shift the definition of success away from ‘getting that click’ towards creating a continuous value exchange between their brand and their audience.”

This is a welcome change in advertisers’ approach to programmatic.

Until now, programmatic players have only been focused on one aspect of the equation – targeting. Marketers have failed to understand that it doesn’t matter how “targeted” the delivery is. If the content fails to grab your attention, there is only one response — ignoring it.

Programmatic is just a delivery boy.

Programmatic is not a chef. Programmatic isn’t even a sous chef. It’s simply the delivery boy – bringing targeted content to where users are online in a timely fashion – and that’s it.

Delivery is very important for programmatic, but serving up fresh, delectable content is even more vital. Consumers don’t want to spend a premium price on delivery for food that was stale, sloppy and/or tasteless. Why should advertisers do the same with content?

Programmatic is just a delivery boy.

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Liken programmatic delivery to Jimmy John’s. Does it matter how “freaky” targeted or fast ads can be delivered if they contain unappetizing content?

Harvard Business Review agrees. “Our findings confirm the conventional wisdom that creativity matters: Overall, more creative campaigns were more effective – considerably so.”

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