If you do a search on the definition of programmatic you will get a lot of different answers. If you ask someone in the digital space what programmatic is, you will get an even wider range of answers.
While programmatic adoption continues to grow at a steady pace, one thing holding back adoption is the lack of education about what programmatic actually is.
So what is programmatic, really?
In short, programmatic is the process of buying digital media in an automated fashion. For finance buffs, think of it as similar to the Bloomberg Terminal which allows traders to buy securities around the globe in real-time, except programmatic allows us to buy media.
Programmatic uses technology to improve marketing decisions across a broad ecosystem of channels, tactics, and data sets. This allows marketers to place the right ad, in front of the right person, on the right device, at the right time, maximizing efficiency and return on ad spend.
Another thing that holds back programmatic adoption is the confusion around the complexity of the offering. Prior to programmatic, digital marketing and buying were pretty silo’d. You would go to:
Mailchimp/Constant Contact/etc. for email
Facebook/Twitter/LinkedIn to buy social ads
Outbrain/Tablooa to buy native ads
Bing and Google to buy search and display
Google AdWords for a slightly more robust offering of display, native, and video.
With programmatic, media buying is streamlined across many platforms, giving more flexibility to manage budgets, evaluate effectiveness and pivot strategy seamlessly.
Programmatic also opens digital media buyers to new and exciting channels such as Connected TV, Digital Audio, Digital Out-of-Home, in addition to the traditional display, native, and digital video channels. With email deliverability and open rates declining, the limitations of AdWords and constantly changing algorithms and regulations on social platforms, programmatic offers the most efficient way to reach consumers outside of search and social. It’s imperative that marketers begin considering, exploring and adopting programmatic to stay on top and ahead of the evolving digital landscape.
Further, programmatic gives you the ability to active 1st, 2nd, and 3rd party data while managing frequency of ads across all of these channels to ensure you are being as efficient as possible with your media buy. Your data is one of the most valuable assets your business has, and if you’re not leveraging it to its fullest potential through programmatic, you’re missing a huge opportunity to reach new prospects and existing customers. Check out a related article that talks about Demand Side Platforms and Supply Side Platforms which house programmatic marketing: https://populationscience.com/demand-side-platforms-and-supply-side-platforms-for-dummies/
If you are ready to learn more about programmatic and explore adding it to your strategy, contact us today. We’d love to chat about your business and put together a plan for testing and implementing programmatic in a way that works for your budget and your goals.