Philly Ad Club’s Program on Programmatic: Experts Discuss Current and Future Trends
The clip at which technology evolves shows no signs of slowing down — and neither does its impact on our industry. As an integrated agency, we’ve watched these changes reverberate throughout nearly every aspect of business, from everyday account management to program measurement and campaign optimization. Technology changes advertising while advertising informs changes in tech — creating a feedback loop that keeps us on our toes (and makes this business such a thrill to be in). Philly Ad Club recently hosted a seminar on one aspect of technology currently making waves throughout the industry: programmatic advertising, which keynote speaker Patrick Dolan of the Interactive Advertising Bureau (IAB) defines as “automated ad delivery using data.” Over the past 20 years, Dolan noted, programmatic ad spend has grown from $267 million to nearly $60 billion at the end of 2015. What’s driving this boom — and how can programmatic benefit brands and agencies? To help analyze and understand this burgeoning trend, Dolan was joined by speakers Bob Ivins of ComScore, Amy King of MaxPoint, Phelan Pullen of Accordant Media, and Remy Stiles of Kepler Group. Here are some of the insights they shared with the audience:
Programmatic increases efficiency and efficacy. Using programmatic advertising puts common marketing and advertising objectives in closer reach. Programmatic offers enhanced targeting, segmentation, streamlining, scale, and automation to get more visibility into — and accurate data out of — ad campaigns.
With better, more granular understandings of an advertisement’s audience (rather than a broad-reaching, uninformed number of impressions), programmatic empowers better ad buys. This leads to less negotiating and more optimizing and perfecting — time better spent for agencies and clients alike.
Programmatic can be implemented to reach a variety of goals across a variety of media. Programmatic enables more informed campaigns across a broad spectrum of mediums. Mobile, tablet, desktop, social media, and even TV campaigns now benefit from the programmatic approach, but the end goal remains: collect better information and data which helps practitioners make smarter ad buys.
One of the key benefits — and an increasingly popular strategy — includes personalization. Programmatic’s ability to tailor messages to specific audiences wherever they are on whichever device they’re using enables marketers and advertisers to better address the flexible customer journey in a multi-channel world by seizing upon “advertisable” moments.
Programmatic may actually be less complicated than it seems. Okay, so the supply chain that enables programmatic to occur is complex (IAB has a great video on this process — all of which happens in a fraction of a second!), but working with a partner who can support and guide programmatic efforts might not be.
Programmatic advertising partners can answer questions about this tactic and help inform tech integration and optimization decisions, but they can also provide an added level of insight to campaigns which leverage programmatic. Transparency in partner relationships can open marketing and advertising efforts to new audience insights, along with attribution and forecasting data — which can be applied in other areas of the business, as well.
Programmatic still faces challenges in the advertising industry. Programmatic’s benefits come with some unresolved hurdles which it has yet to overcome. Speakers mentioned measurement, transparency, and a lack of talent as some of the broad issues staring down programmatic’s success. Its ability to work cross-channel leads to debates about attribution and inconsistent formats, and consumer privacy — including the trend of ad blocking — remains a concern. However, with the Internet leading the way in ad revenue, programmatic has cemented its place in the industry arsenal.
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