programmatic cm os_brands

The Dean Crutchfield Company

Programmatic, CMOs & Brands By Dean Crutchfield

CMOs don’t wish for their brand showing

up against dicey or low-quality content due to automated placement, but more CMOs

and their agency partners need to take advantage of emergent programmatic.

Programmatic will enable CMOs to embolden

their brand’s reputation with more effective targeting, increased brand association with

relevant content and enhanced brand loyalty by being everywhere customers are.


The Opportunity Programmatic’s focus is narrow

and it’s reach is wide from research and strategy, preproduction

planning and production through to trafficking, team communication, media, social monitoring influencer

management, reporting and analysis are all integrated

in programmatic to show the effect of offline, online, owned, paid and

earned media. It’s a factotum that’s more productive than people

because there are just too many channels and sites for media

planners to review simultaneously.


The Benefits Harnessing programmatic has five

key benefits: Spend media dollars only when they

will be most effective

Identify the true target audience in real time

Build effective cross-device

campaigns

Automate mundane tasks

Increase marketing resources without increasing overhead

or agency budget The Dean Crutchfield Company

How it Works To achieve these benefits

programmatic needs to be understood as a greater

opportunity for CMOs who currently see programmatic as real time bidding. It’s far more than that,

it’s about selling car accessories to car owners.

Programmatic is where ads are bought similar to how products

are purchased on Amazon. Only this time RTB is buying

targeted audiences using a ton of consumer data and analytics

to calculate the best ad that’s on brand, on target and on time.


On The Front Foot Programmatic’s real time capabilities can create efficiencies

in planning and buying, but it’s only as good as the content and targeting that’s employed. The main hurdle for programmatic

is that a lot of marketing folks perceive that it’s about buying cheap, second-rate inventory. Hell has no fury than the second rate.

Everyone agrees more transparency into the quality of inventory is urgent, but this is a canard, as there already exists an increasing

amount of premium programmatic that’s sold with higher CPMs. ,


Impact of Programmatic Programmatic is the major disruptor in the media marketplace. In addition

to providing more effective targeting and transparency when it comes

to buying media programmatic enables CMOs and agencies

to

optimize operational efficiency and reduce headcount. That means more dollars can be reinvested into

marketing; typically you need only a handful of people utilizing

programmatic as opposed to a small army working on non-programmatic.


Get With It Planners and creative teams need

to be comfortable with the complexity and must be willing to charter a new course in this

programmatic world with an open mind, strategy and

distinctive content. Instead of just targeting an ad, powerful creativity

needs to generate content that’s relevant with the use of real time

data to drive traffic. Nestle, McDonald’s and Starbucks are great examples of major brands that have

effectively implemented creativity into their programmatic programs.


The Future Programmatic’s growth is not

imperceptible. It‘s bold, arrogant, cocksure and portentously

a game changer that’s going to be hard to avoid.

CMOs and agencies need to focus on

other priority areas like buying cross-platform and cross-device targeting.

Currently programmatic handles $15B

of US digital media ($58B). By the end of next year programmatic

could be managing $20B according to industry pundits.


The Future Einstein said, “Not everything that can be counted counts and not everything

that counts can be counted”. Ultimately, programmatic is not just

RTB, it’s about making advertising more affordable and effective for any

brand that can implement it.

Perceiving programmatic as having baleful consequences

is a huge mistake. In the dark everything is possible and

CMOs need to see the light and transform their outlook for a programmatic future or else.



Contact: [email protected] +1 917 239 3303 333 East 34th Street, Suite 15A, New York, NY 10016

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