Saturday, November 23, 2013

Programmatic Advertising - The Change of Digital Marketing

If you have not yet encountered agencies telling you they are shifting ad budgets toward programmatic buying, you will.

Technology is allowing agencies to place ads on digital properties based on specific audiences, with a specific ad, at the right time, to the right person...all in real time.

That's why it started out being called Real-Time Bidding (RTB) which pretty well explained it, but didn't sound sexy enough for the ad industry. Thus, programmatic buying is the term more typically being used.

It still takes people inside agencies to establish criteria that computer programs will use to automatically place buys in a fraction of a second, but certainly less people are required. Sure, there are people required to analyze metrics and twist the knobs to adjust buying criteria to get the most effective results, but again, it is less people.

Those overseeing programmatic buys are being referred to as the people at the "trading desk." References from keynoters and speakers at the Online Media Marketing and Advertising conference on RTB this week commonly referred to commodity buying at the trading desk. All media have been bought on a commodity basis to a degree. This is the ultimate in commodity buying.

Will this technology move to traditional media? Dan Ackerman, SVP of, speaking at the Streaming Media West conference early this week, says much of online video and display is already being purchased using programmatic buying and he expects it will creep into broadcast TV as technology evolves.

That would indicate the same could be in the future for radio. So is this the end for radio salespeople? Certainly not.

There may be a percentage of advertising dollars moving to programmatic buying in traditional media when systems are in place some years from now, but there will always be a need for people to handle many types of advertising transactions. Ackerman agreed, saying creative advertising ideas, sponsorship campaigns, and human interaction will be required by agencies and advertisers for much of their buying.

The key for radio salespeople to remain relevant is providing agencies creative solutions supporting advertiser objectives; developing turnkey integrated campaigns consisting of on-air, sponsorship, and digital; and building professional relationships with all levels of the agency.

Labels: , ,


Blogger Nokia Hp said...

This comment has been removed by a blog administrator.

June 4, 2018 at 2:04 AM  
Blogger Robert F. Crocker said...

This comment has been removed by a blog administrator.

June 9, 2018 at 3:48 AM  
Blogger jones said...

This comment has been removed by a blog administrator.

August 1, 2018 at 6:09 AM  
Blogger khanibrahim said...

This comment has been removed by a blog administrator.

August 9, 2018 at 3:40 AM  
Blogger khanibrahim said...

This comment has been removed by a blog administrator.

August 16, 2018 at 2:37 AM  
Blogger George said...

Some truly excellent articles on this internet site , thankyou for contribution. what\'s native advertising

November 8, 2018 at 6:12 AM  
Blogger Yousufzai said...

Very nice post. I just stumbled upon your weblog and wanted to say that I have really enjoyed surfing around your blog posts. After all I will be subscribing to your rss feed and I hope you write again soon! publisher 

December 28, 2018 at 3:28 AM  
Blogger James jones said...

Yet were you aware this seduction strategies will not be only guys? Kreativa agencia de medios

February 11, 2019 at 7:44 AM  
Blogger Parker Newman said...

You fully match our expectation and the selection of our data.
Wikipedia’s traffic

July 7, 2019 at 10:34 PM  
Blogger KIT said...

Nice blog, it's so knowledgeable, informative, and good looking site. I appreciate your hard work. Good job. Thank you for this wonderful sharing with us. Keep Sharing.
Kindly visit us @
100% Job Placement
Best Colleges for Computer Engineering
Biomedical Engineering Colleges in Coimbatore
Best Biotechnology Colleges in Tamilnadu
Biotechnology Colleges in Coimbatore
Biotechnology Courses in Coimbatore
Best MCA Colleges in Tamilnadu
Best MBA Colleges in Coimbatore
Engineering Courses in Tamilnadu
Engg Colleges in Coimbatore

July 26, 2019 at 3:53 AM  
Blogger KIT said...

A very inspiring blog your article is so convincing that I never stop myself to say something about it.

October 1, 2019 at 1:43 AM  
Blogger patricia vales286 said...

since I am one of first that got here I need to inform others that hack is working PERFECTLY! I got my gold and save $$ in just 10 minutes! great job!!
zero city zombie shelter survival hack

October 11, 2019 at 10:56 PM  
Blogger Malaivel Siddha Hospital said...

Wonderful post, This article have helped greatly continue writing ..

November 9, 2019 at 1:20 AM  
Blogger Malaivel Siddha Hospital said...

I´ve been thinking of starting a blog on this subject myself .....

November 9, 2019 at 1:20 AM  
Blogger KIT said...

A very interesting blog....

November 12, 2019 at 10:32 PM  

Post a Comment

Subscribe to Post Comments [Atom]

<< Home