I know, I know. Machines are cold and unyielding. And nothing sucks the air out of the room like the words “return on investment,” “algorithm” and “optimize.” But Kellogg is Bullish on Programmatic Buying, and in Digiday’s Sept. 19 Webinar, associate director of global digital strategy Bob Arnold will talk about how it improved ROI fivefold with programmatic buying. Until then, here are some other reasons why brands should consider getting into bed with programmatic buying.
1. It’s naked: Generally, the industry likes to use the word “transparent.” But think how many more deals would get made if we substituted the word “naked.”
2. You’re hot for teacher: By compiling data over the long term, brands can use programmatic buying to identify new objectives. For example, Kellogg found that customer demographics are more important to them than context, according to Arnold. Smart is sexy. But you knew that.
3. It reminds you of your single days: Programmatic has earned a bad reputation as the dumping ground for remnant inventory. Sounds like last call at the bar, doesn’t it? You and the other bidders are crammed in a tight space vying for the choicest piece of available inventory. And, as usual, the biggest baller wins.
4. Computers don’t play games, baby: Sure, direct sellers press the flesh, but they also hedge their information to seal the deal. Programmatic would never lie to you, honey. Programmatic gives you all the data in real time so you can make your own, empowered decisions about where to place your creative. That’s just how Programmatic was raised.
5. You might wake up and not know where you are: Programmatic isn’t perfect. That buy you made during last call on Friday night? Turns out your ad didn’t so much insert into Maxim.com as it did into CatFancy.com. Whoops.
To hear Arnold’s thoughts on the matter and ask questions yourself about how a big brand sees the sector, sign up for the Digiday Webinar.
-
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
-
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
-
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
-
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
-
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
-
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
