Programmatic campaign spending has grown rapidly in the past five years. According to The Drum, 70% of display ad sales are sold using programmatic technology in 2016, compared to only 13% in 2012.
As adtech has become something most digital marketers vow to tackle in the past years, Wayne Blodwell, CEO of The Programmatic Advisory, advised that a data-driven planning approach is crucial. The other 4 Pillars that should set the foundation of every success campaign include:
- Scale and Frequence
- Inventory and Brand Safety
He argued that there is no "one-size-fits-all" formula to campaign successes; each campaign deserves a unique set of KPIs and execution plans. For instance, companies and agencies should definitely consider whether the different demand-side-platforms (DSPs) have access to the same inventory?
Have you had any good experience with programmatic campaigns? Do you think there is a lack of talent in the Asian market?
These pillars should act as a checklist to ensure that advertisers understand the make-up and strategy of their programmatic plans and to ultimately increase the insight and efficiency they get back from their campaigns.