Programmatic Marketing Myths
Management Summary
Myth #1: Programmatic is all about buying inventory cheaply!
Historically, programmatic actually has its origins in residual space marketing. This enabled publishers to quickly sell their unsold display inventory via a technical platform – the price only played a minor role and the advertising space was sold relatively cheaply. But those times are long gone. Programmatic is now used for both performance and premium campaigns, even in high-priced environments. However, the pricing is very dynamic, especially in theOpen Auction. Here supply and demand determine the purchase prices. In principle, however, the more granular and qualitative my targeting, the higher the CPM will be.
Myth #2: Anyone can operate a DSP!
The truth is: You don’t actually need to have studied astrophysics or space technology to operate a demand-side platform. However, that doesn’t mean that everyone canuse correctly and performance-orientedcan. Campaign strategy, audience concept and correct tracking are areas of responsibility that primarily require a lot of digital experience. Although experts can be trained to use the DSP platforms and relevant tools (feel free to ask us!), complex know-how and operational practice are necessary to get the most out of campaigns. This is why experienced programmatic consultants are so rare on the job market – there is hardly enough manpower to meet the ever-increasing demand. And don’t believe everyone that they’re an expert just because they’ve used the tool before. It takes a little more to design and optimize ;)
Myth #3: Programmatic is not brand-safe and does not provide a safe advertising environment!
This myth can also be easily debunked. Programmatic offers various options for setting brand safety individually and appropriately for the advertiser. For this purpose, Google’s own brand safety tools can be used for DV360, as well as those from 3rd party providers – some are already integrated into DV360, some can be easily linked via a one-off integration. In addition, Google is very strict when it comes to quality criteria for pages – every page is classified according to sensitive categories and no one is quickly excluded in operational work.
Myth #4: Programmatic destroys jobs!
No – feel free to ask our employees from the programmatic team ;)
But what programmatic has changed is the value chain in digital advertising. Working with DSPs has shifted tasks – where previously a lot of resources went into highly operational activities such as campaign management, the tools help us automate such tasks. At the end of the day, there is more time for the important things: optimization for KPIs, data and audience management as well as strategic tasks.
Myth #5: Programmatic is only display!
displaywas the first channel that could be booked programmatically. Starting with the classic UAPs and HPAs, the demand for inventory became ever greater, so that today (with a few exceptions) almost all display formats can be booked.
The next development was, unsurprisingly, toovideoto be carried out programmatically. Here too, there are different formats, starting with classic instream videos, through inread and native video.Display & Video 360is the only DSP that has access to theYouTube inventory– an extremely important channel in times like these, especially to attract a younger target group.
But these channels are not the only ones that are very popular.Programmatic audiois now part of many programmatic strategies in DACH. In addition to Spoitfy & Co also access premium inventory like that of RMS.
Programmatic Out of HomeFor many people, this is the logical extension of their outdoor advertising – certain locations, in combination with time targeting and 2nd party data, can become a smart companion for the consumer:a good creative concept is a must here!
The demand forProgrammatic/Addressable TVis growing – but other countries are already much further along. Since the use of Smart TVs is also enjoying great and, above all, increasing popularity in this country, it can be assumed that the European market will soon follow suit – provided the technical path is paved for this.
Now what’s next?
Actually programmatic print? We’ll see – and of course keep you updated.
