Jay Friedman, Chief Operating Officer with The Goodway Group shares his programmatic views
PA.O: Do you have any tips for B2B marketers in prospecting for business, using programmatic ad exchanges in the open market?
Jay Friedman: I can think of a few right offhand. First, for the initial time, you can define your audience by their behavior instead of only defining the media outlet. For digital veterans, this is 10-plus-year-old news, but so is being able to find a CIO on a website other than a highly focused technology site. This means big media savings. The second is, clicks don’t matter. Treat your digital media video and banner ads like an outdoor channel. Of course, this is much easier if you have a known brand than if you’re trying to build a brand, but look at the lift provided by impressions alone. The final tip is to pair your paid media strategy with a strong SEM/PPC strategy. They feed off of one another, and you’ll enjoy a strong multiplier effect.
PA.O: Programmatic is a new topic to most small- to medium-sized businesses. What hurdles have you faced in educating clients, and how do you overcome them?
Jay Friedman: The No. 1 hurdle centers around helping clients understand the following:
- They don’t have to have heard of the sites they’ll be on, and
- The sites that they’ll be featured on are not the No.1 factor in determining overall campaign performance.
PA.O: What are the biggest challenges in starting a programmatic capability in house?
Jay Friedman: What I know about providing advice to this question could fill a book. [It’s] not a one sentence answer. Overall, attempting a programmatic campaign on your own is just like financial portfolio investing on your own but with no rating services such as Moody’s, Morningstar, other indices (DJI, S&P) and SEC. While we’ve come a long way in the industry with self-regulation, digital media is still an area where I feel you need a knowledgeable and experienced guide.