Updated 4:10 pm E.S.T. We just wrapped up yet another amazing chat, on programmatic marketing and media buying. A special thanks to our guest experts who took the time to share such educational insights with us. The chat could have easily been an Online Marketing 101 course! Scroll down the recap to see what you missed and don’t forget to join in our next Twitter chat on July 23, 12 pm E.S.T.!
Programmatic advertising has been one of the hottest buzz words in marketing for the past year, but what’s the technology behind the phrase? A new approach to ad-buying that allows marketers to reach the audience they want to – when and how they want to do it. Whether it’s placing search engine ads, social networking promotions, or getting video plays, algorithms that dictate the most efficient possible way to reach your audience can provide one more tool to reaching marketing goals on a budget. We talk to some industry experts on how to get started and how to make the most of programmatic buying.
Join us on June 25, 12-1 PM EST on Twitter at the hashtag #ITWCchats. If this is your first time taking part in a Twitter chat, check out this video on how to join a twitter chat. The questions are at the bottom of the page so you can get an idea of the discussion.
Check out our guest experts below:
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Jon is managing the Tech Ops, Innovation, and IT teams at Mediative. As part of the Executive Team, he is an active participant in setting the strategic direction. His team drives the evolution of the performance media platform: The Mediative Performance Network. |
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Joe, American born, now makes his residence in Amsterdam, the Netherlands where he is VP of Marketing for Yieldr, a platform that activates data into efficient programmatic marketing solutions. In addition to the Netherlands, he spent three years working within Berlin, Germany’s emerging tech scene and has additional experience in the US, Canada, UK and Italy. |
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As Head of Partnerships for Google Canada, Rory works with the country’s largest brands and publishers to help them develop and deploy programmatic solutions. A tech industry veteran, Rory has built a track record of building both businesses and strong partnerships in the Canadian media and technology sectors. |
Q1. Let’s start with a definition. What does programmatic mean? What about programmatic marketing vs. advertising? #ITWCchats
A1 Programmatic is a way to buy media by using ad tech, rules, data & algos to automate the delivery of relevant communication #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
Automated, programmatic. Call it what you may: it’s about delivering the right campaign to the right user w/ the right message #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
Most marketers I ask about programmatic marketing tell me they’re still not clear on what it means exactly. #ITWCchats
— Brian Jackson (@brianjjackson) June 25, 2015
A1 I asked @bjjackson that recently. It sounds vaguely robotic to me. But I think programatic means automated to some degree. #ITWCchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
A1 simply put, it’s automated media buying. #itwcchats
— Jon de la Mothe (@delamothe) June 25, 2015
@brianjjackson A big part of the efficiency of programmatic comes from advanced data capabilities from buyers and sellers #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
Q2. What are some examples of successful programmatic marketing? #ITWCchats
A2 The best #programmatic campaigns focus on data integration and activation, specifically 1st-party data from advertisers #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
@Yieldr’s client Volotea integrated revenue data into their programmatic marketing to increase bookings http://t.co/LuJEg0nxke #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
A2 The best successful programmatic marketing is when you don’t really notice. #ITWCChats
— Jim Love (@CIOJimLove) June 25, 2015
A2 During the World Cup, Nike delivered immersive 3D display ads across sites and apps in 15 countries #ITWCchats https://t.co/W2NBYXeOH1
— rorycapern (@rorycapern) June 25, 2015
A2. I think facebook is doing this the best with the inline ads based on my interests. #ITWCChats
— Mat Pancha (@mpancha) June 25, 2015
@brianjjackson think systems & plumbing… here’s a video from IAB to understand dsp / dmp / ssp https://t.co/zpMZDCayjo #itwcchats
— Jon de la Mothe (@delamothe) June 25, 2015
Q3. How does programmatic advertising tie-in with targeted advertising, or re-targeted advertising? #ITWCchats
A3 #Programmatic #advertising is the holistic way of looking at a customer journey and approach with technology #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
A3 Digital marketing connects w/ the right people in the moments that matter. Programmatic makes it easier to be more relevant #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
The biggest complaint – following you when you are not interested. Not everything I search for is an intended purchase.#ITWCchats
— Italia Corigliano (@ibcorigliano) June 25, 2015
A3 If you’re not trying it together in a marketing automation platform then you should just light your marketing budget on fire #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
@gulblah @brianjjackson I see programmatic more as a ‘way’ to buy advertising vs. a new form of advertising. #itwcchats
— rorycapern (@rorycapern) June 25, 2015
Q4. What are some good ways that companies can use programmatic advertising? #ITWCchats
Marketers deploying programmatic need to balance their push vs pull programs – and prevent digital from becoming annoying.#ITWCchats
— Italia Corigliano (@ibcorigliano) June 25, 2015
A4 The best way to use programmatic is to have a holistic, consumer-journey centric approach, which leverages data activation #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
A4 Generally, our Canadian Publisher partners are considered some of the most advanced in the world. #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A4 If I began more closely looking at a product but didn’t pull the trigger, come back to me with an offer, give me a discount. #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
.@rorycapern how is @google raising awareness within the companies? Is it primarily the marketing team that you’d work with? #ITWCchats
— Wasib Muhammad (@gulblah) June 25, 2015
Q5. What are some bad ways that companies can use programmatic advertising? #ITWCchats
A5 These silos also create walled gardens between each type of campaign: mobile, Facebook, desktop display, video, etc. #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
A5 Many people have tended to think of programmatic in terms of remnant inventory. This view is increasingly outdated #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A5 Programs are only as good as the people that write them & the data fed in. It isn’t a machine you turn on and leave #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
Q5 Can I switch that to bad things companies do to programmatic advertisers? Avoid the BOTS people! https://t.co/fmXvTfaycK #ITWCchats
— Jon de la Mothe (@delamothe) June 25, 2015
Q6. How is big data connected to programmatic advertising? #ITWCchats
A6 In the past, advertisers have typically held the lion’s share of data and consumer insight. (1/2) #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
Q6 Data is #programmatic fuel. The more data you can integrate, segment and activate, the stronger your campaigns will be #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
Advertising targeted at those who are interested benefits the advertiser and the customer. #ITWCChats
— Jim Love (@CIOJimLove) June 25, 2015
A6 Without data you can’t have programatic marketing, just by your gut marketing. The better the data, the better the result #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
A6 Programmatic is helping rebalance that, publishers using their data effectively, selling the right audiences (2/2) #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
Q7. We hear about “premium inventory” related to programmatic. How is different inventory classified? #ITWCchats
A7 One growing trend is publishers using private marketplaces & programmatic direct buys, resulting in more premium inventory #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A7 Programmatic inventory isn’t only bought & sold via open auctions, but also with closed auctions & manual private deals #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
A7 #Programmatic becomes a race to see who can acquire the most and best supply #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
1. A7 entire conferences debate what Premium is. I’ll say good quality inventory from brands & people you know and trust. #ITWCchats
— Jon de la Mothe (@delamothe) June 25, 2015
Q8. Can programmatic ads be done in-house or does a company always need to work with a third-party? #ITWCchats
I’d say the advertiser – theyre paying for the inventory they dictate value. Wether its true value is arguable, the $ decides #ITWCChats
— Mat Pancha (@mpancha) June 25, 2015
A8 In Canada, the market for the skills required to execute programmatic well are still scarce (1/2) #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A8 I suggest building long-term partnerships to establish a strong base for programmatic & develop best practices together (2/2) #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A8 First, let’s define in house, as the term is shrouded in ambiguity. #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
Q9. What are some important metrics to follow with programmatic technology? #ITWCchats
A9 the viewable impression now gives marketers better insight into whether people actually saw their ads. #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A9 viewability #ITWCchats
— Tamer Marzouk (@tamer_marzouk) June 25, 2015
A9 how to make sure the target audience has seen the ad? #ITWCchats
— Tamer Marzouk (@tamer_marzouk) June 25, 2015
A9 It’s all about conversions. Need to see what works. Great thing is you can measure it all the way through the funnel. #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
1. A9 Anything that speaks to market trends, inventory quality, and M&A activity (who is buying who says a lot) #ITWCchats
— Jon de la Mothe (@delamothe) June 25, 2015
Q10. What are some best practices for real-time bidding? #ITWCchats
A10 Choose technology partners carefully. Infuse programmatic across your media mix. Pay attention to quality. #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A10 IAB introduce the OpenRTB standard #ITWCchats
— Tamer Marzouk (@tamer_marzouk) June 25, 2015
A10 More best practices can be found in Google Canada’s Brand Marketer’s Guide to Programmatic. ? https://t.co/8Kvwd6SwIv #ITWCchats
— rorycapern (@rorycapern) June 25, 2015
A10 Price is Right rules…go last and bid one dollar more. #itwcchats
— Jeff Jedras (@JeffJedrasITW) June 25, 2015
A10 You shouldn’t focus on the initial cost of the traffic, but the overall performance #ITWCchats
— Joseph Vito DeLuca (@joevitodeluca) June 25, 2015
