Programmatic x Pabst: 3 Things We Learned
It was truly a pleasure hosting you all for a candid conversation about programmatic media buying’s move into the traditional space. We look forward to your feedback about the event, but here are a few things we learned last week.
JELLI IS COMING TO DISRUPT RADIO, WHETHER YOU LIKE IT OR NOT
With at least 85MM registered users on iHeartRadio.com alone, sophisticated demographic data is coming to smarten up the buying process for radio advertisers. Jelli leverages data from iHeart’s app and station websites against social profiles from data management platform Unified and then compiles the information into their own database where the Jelli programmatic platform helps media buyers pick and purchase more specific audience segments.
Like all programmatic, Jelli is self-serve, automated and real-time. It will eliminate delays in the manual requests for proposal model. Programmatic will always require the human touch, but you can bet that Jelli is going to lead to some money saving for stations doling out salaries and commissions at an unsustainable rate.
With more communications companies like Cox, CBS, and Pandora getting ready for the Jelli, audience segments are primed to grow even more rich in nuanced data.
THERE IS STILL A SWEET SPOT
There is still a soft spot in hearts of folks buying radio, and it belongs to community/college radio stations. A lot of our conversation centered around buying radio on a larger scale. A question came up regarding the role smaller stations — a la community and college radio — played in reaching specific audience. The room decided that those stations definitely allow advertisers to reach a very specific audience, but a common theme came up. How would these smaller stations provide attribution?
ATTRIBUTION IN PROGRAMMATIC RADIO & TV
Attribution in programmatic radio and TV is still not a perfect science, but you can bet it will be pretty damn close soon.
It’s 2016, and clicks & impressions went out of style a half decade ago. A smart programmatic buying strategy should lean heavily on attribution. Advertisers want to know how customers converted and apply value to their marketing decisions.
Analytics are only as good as the underlying data, and while technology in the programmatic TV and radio space is a roadblock to some attribution, tech is quickly catching up. The topics of retina scanning (believe it), and the already existing technologies that allow our phones to document when we get served certain ads on smart TV came up quite a few times, and we’re looking forward to more science behind the innovation.