Programmatic: The World Caught Up
Finally, after almost a decade preaching about it to anyone who didn’t look at us like we were crazy, the rest of the world is starting to talk about programmatic.
OUR PARTNERS AT GOOGLE ARE FLYING INTO TAMPA TO MEET YOU AND TALK MARKETING ON FEBRUARY 9. JOIN US.
UK liquor sellers adopted it, the U.S. arm of Bauer Media (sadly) ditched its direct sales force in favor of 100% programmatic. According to our friends at Digiday, the rationale for Bauer’s shift was that while an internal sales team might help Bauer reach bigger brands, programmatic was actually making the company more money. Vox, has also made a huge commitment.
Google recently wrote about going “all-in” to push their own brand via programmatic and have utilized over two dozen live data points to create dynamic mobile ads that saw a 12.5% increase in brand lift as well as 5X the ratio of ad expanding impressions vs. industry benchmarks.
We personally don’t want to see a world where all sales people across every channel disappear (although it looks very likely for radio, very soon), but the change is real — and your marketing team should be ready for it.
Most of you visiting probably don’t need to watch this video on the basics of programmatic ad buying, but here it is just in case. The rest of you can take the conversation a bit further on February 9 when our partners at Google fly in from Mountain View to talk you at a free marketing discussion in Ybor City. We’ll have cocktails on the McKay Advertising + Activation patio afterwards. RSVP and ask advance questions by clicking here and tell your friends about it on Facebook.