What the..? You may ask.
Well, I’ll tell you… you see most of my meetings this week have been about the uptake of programmatic, commonly I’m being asked; Is it robust? Is it robots? Are the robots robust? How do I plug it in? Do the robots plug it in? Are the robust robots plugged in?
So, having explained this a lot, I find it’s easier to start with what it is not:
It is not: Real Time Bidding (RTB)
It is not: A new type of media
It is not: A new format, a new device, a new tactic, a new insight or a new inventory.
It is, quite simply put; AN AUTOMATED PROCESS.
Programmatic Trading simplifies the buying and selling process by digitally connecting the buyer and the seller of the ad space. This brings automation to the process adding operational and pricing efficiencies which take the mundane and repetitive tasks away from humans.
It is important to note that this doesn’t mean that creative is any less important, studies show that creative is still responsible for 70% of the effectiveness, the placement and timing making up the other 30%.
Marketing is, and will always be, about getting the right piece of content to the right person at the right time. Programmatic quite simply means we can be quicker, more effective and therefore scale in a more structured and relevant way.
I love this example from Nike and Google, it’s a great demonstration of what can be achieved with clever design and RTB, and just recently Unilever have explored the use of video in their Romeo Reboot campaign.
So in summary, you still need a wicked idea, a clever plan and some digital genius behind it, but if you embrace the fact that you can’t be in total control of the real time exchange and you’re prepared to sit back and enjoy the ride, then some really cool stuff can happen.
And contrary to the title of this post, it’s not that tricky…