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9 things every CMO should understand about Programmatic Buying

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Programmatic buying has been the biggest industry buzzword for the past few years. According to numerous estimates and studies, investing in programmatic buying will skyrocket globally.
Why is that? And what exactly does programmatic buying help you achieve in terms of results? We've listed 9 key things every CMO should know about programmatic buying.

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9 things every CMO should understand about Programmatic Buying

  1. 1. © Marketing Clinic 12/15/15 1 9 things every CMO should understand about Programmatic buying
  2. 2. © Marketing Clinic Programmatic buying has been the biggest industry buzzword for the past few years. According to numerous estimatesand studies, investing in programmatic buying will skyrocket globally. Why is that? And what exactly does programmatic buying help you achieve in terms of results? Here are the 9 facts about it you should be aware of.
  3. 3. © Marketing Clinic 1 Programmatic buying revolutionises digital advertising. In its simplest form, it is automated buying and selling of advertising. This means the processes on both sides of the table are faster, simpler and much more efficient. Through programmatic buying you can effectively reach the right person at the right moment with a relevant ad and it removes all the time-consuming processes that once gave you headaches.
  4. 4. © Marketing Clinic You should be doing it. In Finland, we just witnessed a 350 % year over year growth in programmatic buying. In US, the share of programmatic will by the end of the year reach over 50 % of all digital advertising except search. 2
  5. 5. © Marketing Clinic It is based on data. Programmatic buying allows media buyers to evaluate media based on various data sources, bid on and purchase ad inventory on an impression-by-impression basis. This means that all actions are based on data and algorithms instead of free lunches, conventions and gut feeling. 3
  6. 6. © Marketing Clinic Real-time bidding (RTB) is the backbone of programmatic buying. RTB means that prices change upon each auction held for every single ad impression on an impression by impression basis. The idea is to only buy the impressions that will most likely deliver the wanted result – and all this is done in auctions that happen in milliseconds. 4
  7. 7. © Marketing Clinic It is not only about technological innovations. Programmatic buying is not just a technological leap and it requires continuous planning, measuring and optimization. It requires a specialist skill set and a result-oriented workflow. In practice this means that the results can not be bought, someone has to sweat for them. 5
  8. 8. © Marketing Clinic It helps to reach the target audience effectively in all phases of the customer journey. Programmatic buying enables high level personalisationand targeting by making it possible to buy ad impressions matching that person’s particular situation in particular stage of customer journey. By integrating display advertising with all other digital marketing activities and your own data, it is possible to gain even deeper understanding of potential customer journeys and generate better results from all your digital channels. 6
  9. 9. © Marketing Clinic It enables a 100 % transparent pricing model. At its best, you will know exactly what you are paying for and where all of that money has been spent: through what actions, by which tools, in which exchanges and websites etc. This is why you can always demand complete transparency from your partners. 7
  10. 10. © Marketing Clinic Digital advertising is in chaos – but it brings you benefit. Numerous channels, many devices, unlimited amount of data and forever fragmenting target audiences bring countless new challenges to a marketer. This is not something to be afraid of but rather something you must accept and utilize all this to your benefit. 8
  11. 11. © Marketing Clinic It’s not just display ads – Soon it is possible to serve ads and content tailored to an individual customer journey in all digital channel from desktop and mobile to TV spots and giant billboards. we are heading from programmatic buying of display advertising to programmatic buying of OOH and TV advertising. 9
  12. 12. © Marketing Clinic 12/15/15 12 Overall, programmatic buying will forever change advertising. While display ads were once blunt tools, programmatic buying has honed them into precision instruments with a capability to generate extreme cost- efficiency and unforeseen results, if utilized properly.
  13. 13. © Marketing Clinic Read more in the Marketing Clinic blog CLICK! MarketingClinicPartners.com/Blog
  14. 14. © Marketing Clinic Author: Anssi Peltokangas COO of P+SBD P+SBD combines digital strategicexcellence with programmatic media trading, marketing automation and digital design to operate and continuouslyoptimize our clients digital execution in real-time, across all channels. Bought, ownedor earned. P+SBD is a member of Marketing Clinic Partners. For more information: Anssi Peltokangas COO of P+SBD anssi.peltokangas@psbd.fi psbd.fi Catharina Stackelberg CEO of Marketing Clinic Partners catharina.stackelberg@marketingclinicpartners.com marketingclinicpartners.com
  15. 15. © Marketing Clinic SAY HI! Marketing Clinic is the leading Nordic consultancy accelerating commercial success through analytics, insights and foresight. We have been working with more than 300 clients building commercial excellence, competitive brands and unique customer experiences. Our Partner companies Okimo Clinic and P+SBD drive our clients’ digital transformation within marketing, sales and communication.

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