The benefits of Programmatic media buying at a glance
The last decade has seen a persistent and complex change in the digital media landscape. Programmatic and real time bidding have without doubt delivered a new era of media buying, providing access to a vast digital media inventory in a centralised, single system. But are we all ready for it? The simple answer is no.
Don't get me wrong, I support a single view entirely. The simple fact is that to deliver a truly customer centric experience, a single centralised system for media buying is a pre-requisite. It removes the likelihood of ad spamming we all know and try to forget via frequency capping and enables a customer lifecycle communication strategy via true audience segmentation….If it’s done right.
But there is still a long way to go and for many of us, delivery of a customer focused strategy is still some time away. Latest Google research suggests only 2% of businesses in Australia are delivering anything like the journey customers are expecting. And for many of us, the cost benefit and brand integrity analysis for moving into a programmatic buy may not be there yet.
The Pros and Cons
|Campaign speed to market||YES||NO (SILOED BUYS)|
|Real time optimisation||YES||NO|
|Reduced human error||YES||NO|
|Reduced inventory cost||YES||NO|
|Cross device audience targeting||YES||NO|
|Ability to fully leverage first party data||YES||NO|
|Brand Safety (automatic)||NO||YES|
|Easily trackable results (single view)||YES||NO|
|Actual Campaign cost analysis||NO||YES|
While there is still a level of grey in this breakdown, the cost impacts of Programmatic buys if you are not at the level of a single view customer data journey, take your time before you jump in.