By now you’ve experienced the efficiency benefits and business impact of programmatic advertising. You have the knowledge, expertise, and technology capabilities to use programmatic as the enabler for all of your marketing, and your preferred approach now is that you max out on programmatic media first before funding other media expenditures. We couldn’t agree more.
The big development at this stage is the adoption of a truly cross-channel approach for your programmatic media. You are (or soon will be) reaching the customer in a coordinated way by implementing all channels seamlessly and sequentially as one. You’ll be able to plan touchpoints and control frequency across channels and, on the back end, consolidate and measure media impact across channels. You will use this data to measure total media impact at each stage in the funnel, as well as movement through the funnel. This will help you be more efficient with your spend, effectively drive desired behaviors, and deliver a positive customer experience.
While you’ve been doing some of this piecemeal in the past, the differences at this stage are:
Once you’re at this stage, the power of programmatic is evident to the company, and programmatic becomes a key part of the company’s growth strategy. You have a seat at the table, you’re managing considerable budgets, and you’re delivering significant business impact. Well done!!!