Programmatic Display CampaignsScheduled display campaigns
Mediaplaner need to know about programmatic purchasing
O'Connell and co-author Michael Greene claim in their article that programmatic shopping is the way forward and that those mediaplanners and purchasers who do not begin programmatic shopping are seriously at risk of job losses by becoming outdated. As we know it, making decisions on the basis of an appreciation of what the medium is and the target groups it attracts is superseded by quant-based (and cookie-reliant) technology that explores issues such as automating how consumers react to campaigns' goals to determine where to place advertisements.
O'Connell stresses that this type of purchasing enhances operating efficiency and helps reduce the wastage often generated by multi-network purchases, which tends to lead to duplicate perceptions. The use of program-controlled purchasing, says O'Connell, offers four major advantages: O'Connell argues that programmatic purchases will benefit both direct-response and brands alike, although direct-response marketers - who are always looking for additional profits - are more likely to opt for this type of buy.
Currently, programmatic shopping is best suited for off-the-shelf IAB display advertising purchases (as distinct from either tape, cellular, or user-defined formats), although SpotXchange/Forrester research (registration required) indicates that the stock of programmatic advertising units is continuing to grow. What datapoints are stored during programmatic shopping, what is discarded or what are the new datapoints?
O'Connell recommends searching for pattern, such as using a DSP tags on a convert page to see what types of target group segment hit that page or what dates and hours the convert is high, and using this information for planning/purchasing/insights. So I asked O'Connell why she thought designers and shoppers of electronic content were so reluctant to make programmatic purchases.
"Changes are tough and frightening. In all honesty, designers were not employed as technicians or quantum engineers. "In other words, designing the medium and purchasing the futures could demand a very different kind of human being. It should be a rather big wake-up call, both for the guys who do the design and purchase, as well as for the agent managers who need to think about either re-training or recruiting and recruiting that talented guy.
When programmatic purchasing was difficult for mediaplanners and purchasers to accept and comprehend, just think what it is like for an advertisers to get it! O'Connell recommends that you begin small - such as dial-down targeting or some networking buy allocation and the exchange of programmatic purchases into your own mixed medium. For me it seems as if a large part of the formula will be customer engagement, as we have had to account for most of the new types of electronic content in the last 15 years.
Naturally, the entire programmatic market place will be shaken when Do Not Track comes into force and the bulk of on-board ISPs will rise. How will the futures of online advertising look like? Are you interested in further categories on the subject of program-controlled shopping?