Digital advertising has entered a new era, that of programmatic marketing. We recently sponsored a DMA event as part of our Digital Futures series, where I gave a presentation about the growing role of programmatic and the benefits it can bring.
Defined as ‘the harmonious relationship between human insight, data and technology,’ programmatic marketing ensures relevant ads are served to users as they move seamlessly between various channels and touch points, often in real-time. Whilst making use of technology, we are not letting it do our thinking for us. Human judgement, and the way in which we interpret and use data, is the key facet to a successful campaign. As media-buying algorithms constantly evolve and more weight is given to context and relevance, human insight will continue to be a key element in the future success of any programmatically-driven campaign.
Stephen Yeo, European marketing director at Panasonic UK gave an interesting talk at the event and provided some useful insight into the transformation of their marketing division into programmatic. In the follow up to his presentation, Stephen explained to Marketing Week how he believes ‘programmatic will “rightfully” become the future of marketing’.
As the partnership between human and machine strengthens, there are increasing opportunities to better target audiences to get the right message to the right person at the right time and in the right context, but the truth is you still need a true human element for real success.
Without people to analyse the data, to spot wider trends and opportunities, and to generate the right improvements to optimise the programmatic activity, it will not work as well. Campaigns will take much longer to learn from and to build a strong level of performance.
Programmatic campaigns can be highly targeted and highly segmented, and this is the approach we take at equimedia when working with clients to maximise the performance of their media activity. Each campaign is dynamic with numerous targeting tactics to be deployed and tested, and as your strategies roll out, you gain more insight; which means you can further refine your activity, generating a stronger ROI.
Looking ahead, the ideal of being able to target digital advertising on an individual basis will become a reality, but it will always need a human approach making effective use of available data and media-buying technologies, to make it happen.