Programmatic First

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:

  • Automation: You’re using a fully automated media management approach through your programmatic platform. You’re able to build complex customer journeys based on real-world data and optimize your omnichannel execution using real-time campaign performance.
  • Data Sophistication: You understand all third-party data solutions and know how to selectively leverage the right solutions for different brand situations, and you have started to invest in your own audiences built from first-party data stored in a DMP.
  • Creative Complexity: You’re moving away from static campaign design to dynamic journeys. You create snackable, portable, sequenced messaging across formats that can be repurposed and deployed on the fly. 

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!!!

Read more about the other stages here.