Programmatic has evolved far beyond real time bidding. Today’s marketers are using it to support broader marketing transformation efforts, such as customer intelligence, content personalisation, CRM, and automation to drive efficiencies. And this appears to be just the beginning. According to Global Magna projections, investment in programmatic advertising will top $32 billion globally by 2017.
With this growth, we are also witnessing an industry-wide shift. In the quest to become more customer-centric, brands are starting to adopt a more hands-on approach. A study by the Association of National Advertisers found that 60 percent of Fortune 500 brands are considering bringing programmatic capabilities in-house. But building a brand trading desk is easier said than done.
On the 7th of April 2014, Ben Jankowski, Group Head of Global Media at MasterCard and Mike Baker, Co-Founder & CEO at DataXu are hosting a workshop at the Festival of Media Global in Rome to discuss how brands are using programmatic technology directly to increase efficiency and effectiveness. The interactive session titled, ‘Marketing in the Age of the Customer: The Brand Trading Desk’ will also preview initial results from a soon-to-be-released study conducted by Forrester Consulting and commissioned by DataXu, which interviewed senior marketing leaders from large brands across the world. The global study confirms that marketers are growing more comfortable in a data-driven world, finding that this new approach not only reveals inventive new ways to market their brands but also puts marketing in a more central role in driving their firm’s overall success.
What brands should consider when taking programmatic in-house
As programmatic marketing generates and thrives on big data, it presents marketers with a huge opportunity to learn more about who their best customers are and how they make purchase decisions. Brands can better map the customer journey across digital media channels – display, mobile, social and video — to better engage, influence and acquire the most valuable customers. The IBM Global C-suite Study revealed that 55 percent of 4,183 C-suite executives believe consumers have the most influence on business strategy; so the brands that become more customer-centric will win in a programmatic world.
Using findings from the new Forrester Consulting paper, the Festival of Media workshop will explore all these issues, along with others that are critical for programmatic success – from the importance of transparency and control of data through to staffing considerations.