Programmatic Marketing: 8 Reasons Why You Need it Now

images-6CMOs and their agencies must transform for a new era of programmatic marketing. Programmatic simply means automated, so programmatic marketing refers to using technology to automate the process of planning, implementing, managing and analyzing marketing campaigns.

Automation also reduces the investment needed for sales and marketing, eliminates middlemen from the process and saves money because it cuts out complex ad-operation tasks and the transactions become transparent, more efficient and effective:
Honing the Message
With programmatic marketing creating a single viral marketing campaign can be miraculous for brand awareness and gaining customers. This provides a huge advantage over traditional marketing where you could only offer one advertisement to a diverse segment of consumers. People want marketing that’s personalized and tailored to their needs so the single serving quality of a short narrative is the perfect art form for the programmatic age and is the most cost effective way to deliver personalized content to a target consumer. The result is qualified leads and conversion at lower cost so that CMOs are able to optimize and target the right consumer in real time with an ad that has a single context to a single target and agencies can determine which consumer gets to see what content and achieve a better result.

Affect Campaigns Instantly to Changing Market Dynamics
Programmatic marketing provides data driven prospects and turns the hard into the possible by being able to continually self-improve and analyze data in real time. By evaluating traffic and pricing across reach, clicks, impact and engagement programmatic marketing can instantly react to changing market dynamics to measure performance, make alterations and maximize the campaign. This means less waste because it’s faster than manual optimization and it allows marketers to spend more time focused on the planning and creative behind the ads rather than the logistics.

More Time For Strategy Development
Today CMOs face challenges of agility and speed not the scale and uniformity of bygone days in advertising. Most advertising is typically passive by nature, but with programmatic channels CMOs can intersect with grounded strategies that deliver more targeted, tailored and faster campaigns that stimulate and engage consumers in multiple areas. As CMOs seek more efficiency and effectiveness to share their content and fuel their growth traditional marketing will decline and marketing automation will make many activities obsolete as programmatic begins to streamline the more lucrative operational aspects of the marketing process. This allows CMOs to focus on what they do best: developing and testing strategy and building marketing campaigns.

Paying for the Consumers you wantMoney
Using millions of data points sources from first-party and third party data programmatic marketing develops a holistic view of the consumer to find the right audience, target advocates of the brand and serve highly targeted content in a millisecond. In real time CMOs can optimize their campaigns and vet
if a consumer is likely to be a prospect because programmatic analyzes behavioral and psychographics data, not just clickstreams that measure what is working and jettisons what’s not.

The beauty of programmatic marketing is that you can improve the efficiency of media spend because you’re reaching out only to the consumers you are looking for which delivers ROI, increases CTRs and reduces CPC.

Ability to Plan and Build Effective Multi-channel Cross-device Campaigns
Now that CMOs have a cross channel, cross screen view of the consumer they can deliver the right message to the right consumer and ensure that digital marketing efforts deliver maximum click through rates and improved targeting.

Based on data that instructs the strategy for the campaign and the auctioning of impressions only the content based on the data and insights that are appropriate to the campaign are used. Programmatic marketing only shows up on specific channels and websites if the right target customer is browsing a specific channel at that time. It also removes multiple silos of data from different departments and agencies and purges the multiple counting effects of a single channel view.

Evaluating Campaign Success Every Second
Programmatic marketing allows CMOs to measure the reach (awareness, education), impact (action, conversion) and engagement (retention, and advocacy) of their digital marketing and evaluate campaign results across every channel of video, search, mobile, and display in real time. This enables CMOs to establish clear, empirical campaign goals and allows their agencies to be more efficient, reduce campaign costs and achieve KPIs with a reduced set up time.

Ability to Build Scale
With the ability to strategize, implement a campaign, manage it and track it across many publishersimages-11 through a central source it’s easier for CMOs to scale across thousands of sites and channels to create multiple marketing opportunities from one idea. That represents enormous progress and efficiency that guarantees marketing is being seen in the right context and doesn’t open the door to non-viewable impressions or environments that are not brand appropriate.

Deploying Programmatic in New Ways
Outside of analytics and content management platforms the large majority of publishers use to have little utility for marketing technology. What makes programmatic marketing so exciting is that it heralds a new era of marketing automation that can dramatically lower costs with transparent pricing creating greater efficiencies and enable publishers to heighten sales, rationalize operations and create suitable data to enhance the overall process. For programmatic marketing to be effective for publishers and their partners, the industry has to dispel the myth, demystify the technology, squash fears of fraudulent criminal activity and provide intelligent access to big data.

Programmatic marketing has changed the approach publishers have traditionally operated forcing them to become experts in programmatic. The potential here is enormous, with publishers gaining greater control over the buying and selling of inventory with insight into how their content is performing, creating more value for Chief Marketing Officers, brands and their agencies trying to reach them.

Is Programmatic Marketing the Future?
The shift to programmatic marketing is causing a seismic shift across the board, not just for publishers, but also for CMOs and their agencies that need new ways of working faster. The major benefit for most CMOs is greater efficiency, but programmatic marketing carries with it several bigger and longer-term benefits. As the technology advances, programmatic marketing will be a dominant player and become more sophisticated. An entire category has been created around programmatic with specialized providers leading the charge along with some of the major agencies and companies such as Wal-Mart building in-house platforms that have evolved rapidly to become an essential tool.

The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing. They all better hurry up for within 2-3 years we won’t be saying “programmatic” it will just be the way things are done.

@deancrutchfield
dean.crutchfield@odemglobal.com

http://www.linkedin.com/in/deancrutchfield

 

 

Programmatic, CMOs and Brands

wtfNo other moment in history has produced such remarkable times in a rapidly changing world and programmatic marketing is the future. That said CMOs don’t wish for their brand showing up against dicey or low quality content due to automated placement, but more CMOs and their agency partners need to take advantage of emergent programmatic.

Programmatic will enable CMOs to embolden their brand’s reputation with more effective targeting, increased brand association with relevant content and enhanced brand loyalty by being everywhere customers are. Just think about the average 18-34 year old views 15-17 2 minute videos a day!

The Opportunity
Programmatic’s focus is narrow and it’s reach is wide from research and strategy, pre¬production planning and production throughwhat's the_idea to trafficking, team communication, media, social monitoring influencer management, reporting and analysis are all integrated in programmaticto show the effect of offline, online, owned, paid and earned media. Programmatic is a factotum that’s more productive than people because there are just too many channels and sites for media planners to review simultaneously.

Harnessing programmatic has five key benefits:

Spend media dollars only when they will be most effective
Identify the true target audience in real time
Build effective cross-device campaigns
Automate mundane tasks
Increase marketing resources without increasing overhead
or agency budget

How It Works
To achieve these benefits programmatic needs to be understood as a greater opportunity for CMOs who currently see programmatic as real time bidding. It’s far more than that, it’s about selling car accessories to car owners. Programmatic is where ads are bought similar to how products are purchased on Amazon. Only this time RTB is buying targeted audiences using a ton of consumer data and analytics to calculate the best ad that’s on brand, on target and on time.

On The Front Foot
Programmatic’s real time capabilities are unique and can create efficiencies in planning and buying, but it’s only as good as the content and targeting that’s employed. The main hurdle for programmatic is that a lot of marketing folks perceive that it’s about buying cheap, second-rate inventory and hell has no fury than the second rate.

Everyone agrees more transparency into the quality of inventory is urgent, but this is a canard, as there already exists an increasing amount of premium programmatic that’s sold with higher CPMs.

SolutionsSignProgrammatic is the major disruptor in the media marketplace. In addition to providing more effective targeting and transparency when it comes to buying media programmatic enables CMOs and agencies to optimize operational efficiency and reduce headcount. That means more dollars can be reinvested into marketing; typically you need only a handful of people utilizing programmatic effectively as opposed to a small army working on non-programmatic.

Get With The Program
Planners and creative teams need to be comfortable with the complexity and must be willing to charter a new course in this programmatic world with an open mind, strategy and distinctive content. Instead of just targeting an ad, powerful creativity needs to generate content that’s relevant with the use of real time data to drive traffic. Nestle, McDonald’s and Starbucks are great examples of major brands that have effectively implemented creativity into their programmatic programs.

The Future
Programmatic’s growth is not imperceptible. It‘s bold, arrogant, Redpill1cocksure and portentously a game changer that’s going to be hard to avoid. CMOs and agencies need to focus on other priority areas like buying cross-platform and cross-device targeting.

Currently programmatic handles $15B of US digital media ($58B). By the end of next year programmatic could be managing $20B according to industry pundits.

Albert Einstein said, “Not everything that can be counted counts and not everything that counts can be counted”.

Ultimately, programmatic’s not just RTB, it’s about making advertising more affordable and effective for any brand that can implement it. Perceiving programmatic as having baleful consequences is a huge mistake. In the dark everything is possible and CMOs need to see the light and transform their outlook for a programmatic future or else.