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How Programmatic & Branding Can Work Together

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by Rebecca Muir on 22nd Jun 2016 in TRADERTALK

Filmed at the Captify villa in Cannes, this special edition of TraderTalk TV features: Duncan Trigg, SVP advertising, comScore; Dominic Joseph, CEO, Captify; and Natalie Monbiot, SVP, managing partner, strategic innovation, UM. United as a panel, chaired by Ciaran O'Kane, CEO, ExchangeWire, the trio delve into the ways data-driven programmatic advertising is changing marketing forever.

The Cannes Lions festival is all about creativity, traditionally not something that has been associated with programmatic targeting. However, a byproduct of programmatic campaigns is data, lots of data. This data is being used to drive upstream innovation – finding better consumer insight, getting away from proxy data and surveys – and using programmatic data, collected in real-time, in market campaigns to validate the hypothesis that the campaign is targeting the right people.

This type of innovation is what is driving programmatic up the funnel. If there is greater understanding of the consumer journey – beyond a linear path – these insights can change whole funnel marketing strategies and tactics.

The panel also discuss how quality, verification, marriage of context, and audience data, new KPIs, and emotion listening will shape the market, in terms of what is paid for and how much is paid. They argue that, as more brand campaigns are executed via programmatic buying mechanisms, the price for media will be redefined and will remain so for years to come.

In order to fulfil the promises made by new technology, creative agencies and media agencies need to work together. Perhaps the opening gambit can be the data-driven insights?

Data-driven insights can help brands with all aspects of marketing and influence marketing decisions in a way that has not been possible until today.

Another issue that is raised is the need for agencies to change the way they buy media. Formats are almost irrelevant now; it's about the customer's journey and the ability to create customised experiences, one-to-one ongoing conversations at infinite scale – this means that agencies will not be able to buy in silos.