IS PROGRAMMATIC TOO POWERFUL FOR MARKETERS?

IS PROGRAMMATIC TOO POWERFUL FOR MARKETERS?

Discussion in 'General Internet Marketing' started by Amante Inc, Nov 17, 2016.

  1. Amante Inc

    Amante Inc New Member

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    Although marketing community often speaks of programmatic as the next step in the development of digital advertising, there is ample evidence that marketers feel some confusion about the rapid growth of the power of the new technology.

    In a recent study, which was jointly held by the company Forrester Research and American Association of National Advertisers (ANA), it is said that 67% of marketers either do not know about the algorithmic buying technology, or do not understand its principles, or need increasing their peer review, to apply programmatic for their ad campaigns. So why was such a hype around programmatic?

    What do we see on the pages of websites of such leading programmatic vendors as Rubicon Project, Rocket Fuel and DataXu? All of them are proud to say: "We use over 50,000 algorithms in a fraction of a second", "we are taking more than 500 million decisions per second and carry out multi-dimensional analysis", "our optimize module processes about 6.4 billion impressions daily" ... All these figures can impress anyone. But what do they really mean for brand marketers? And do they need all this power for efficient advertising buying? And how can we make full use of the technology, which is constantly incredibly fast growing?

    Recently there is a tendency, when suppliers of programmatic solutions focus strictly on product development, rather than on user services and adaptation of the product. All this is reminiscent of the evolution of the desktop computers. In the late 1990s and the beginning of XXI century, such companies as IBM, Sony, and HP, were engaged in the manufacturing of computers which processing power was far greater than that required by the average user. But the market has made some changes, reacting with emergence of gadgets that were less powerful, but had more opportunities to customization for a particular user (iPad, netbooks) and better services (Amazon's Mayday). Programmatic much to be learned from this story: focus less on technology and pay more attention to the possibility for new users to interact with programmatic solutions.

    So how can we encourage the large-scale introduction of the technology of the programmable media buying? To succeed, programmatic ecosystem needs to change the approach to be used to enter the market. Programmatiс has certain levels of complexity, and, accordingly, we need the skill sets that are different from traditional marketing practices, to work with this technology. All this is necessary in order to understand the nuances of jargon and cases of technology use, as well as learn how to work with the ubiquitous data. But this does not mean that the issue of programmatiс appearance on the market and positioning of the technology should be the same complex. In fact we need a different approach. Companies increasingly need to focus on educating marketers to what they can achieve by using less sophisticated technology stacks.

    Programmatic has a promising potential for all participants in the ecosystem, but, unfortunately, the market entry strategy leaves much to be desired to date. Just imagine a world where marketers feel comfortable, constantly communicating with colleagues and technical partners on algorithmic buying theme, have the most modern equipment, which helps to make informed and effective decisions and to evaluate ROI compared to other marketing channels. But the world can not exist if programmatic industry will not be mobilized to create a more simple and clear message focused more on marketing, but not on technology.
     
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  2. Shawn Windham

    Shawn Windham Member

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