“Programmatic is gluten of advertising”
I was speaking couple of weeks back at Marketing Interactive Performance Marketing Confence. It was a really great event and I was happy that I was able to speak from creative angle which quite often gets neglected in programmatic discussion.
I talked about the state of programmatic, but as in this post I want to highlight three things from the speech that every brand should take into account:
- Creativity has to become more ingrained to programmatic advertising.
Creative variables constitute over 50% of programmatic effectiveness, but do you focus 50% of your programmatic efforts to the quality of creative? Over half of the marketing budget is at stake and still many brands are cutting corners when doing creatives to programmatic. Horrible quality will lead to bad performance and will also contribute to ad-blocking (which has exploded in Asia) When same ad reaches person over 40 times a month, sales can actually start to decline.
Also sometimes it seems that programmatic specialists have totally forgotten the importance of strong brand. You can optimize as much as you want, but if people do not recognize and know your brand that tactical tweaking amounts to nothing. Marketing automation will not replace the value of strong brand. And strong brands are built from great user experience and emotional connection.
- Programmatic quality will be the utmost importance.
10.9 billion will be wasted on low-quality display ads by 2021. That is over 1/3 of programmatic spend. Above-mentioned creative quality is important element in the quality, but there has been even more fundamental problems within programmatic industry:
- Viewability (or lack thereof)
- Ad and click fraud
- And the poor creative quality (mainly horrible quality and invasive display ads have driven people to block all advertising
Many have been benefiting from ad fraud, whether they have been publishers, buyers and media agencies. Hell, even extremists have done 318K from brands with ads placed to their extreme content. Who have not benefited at all from ad fraud?
Brands and their consumers.
Within the next decade, fake Internet traffic schemes will become the second-largest market for criminal organizations behind cocaine and opiate trafficking. Media (and other) agencies would likely not push dope (maybe consume it) or kill people but they have been happily working indirectly with same criminal organizations.
Industry has to clean its act.
Luckily the quality has become a conversation topic and brands start to realize that if your placement is too cheap it is probably too good to be true. Industry giants are improving as well. Programmatic direct deals in APAC have grown more than 65%. It is everyone´s responsibility to demand and offer quality placements.
- Programmatic is not just display advertising
I think it’s a dying industry. The idea that buying a 250 x 250 square display ad is effective, is false, you’re more likely to get bitten by a shark than click on one of those ad units.
– Matthew Oczkowski (Cambridge Analytica)
Display ads will not be remembered as the best advertising innovations in the world (unlike TV ads and search advertising). 60% of banner clicks are accidental and 90% of them are bots. You don´t need to be mathematician to realize that it is really small percentage of people who are really clicking. And the percentage is not really going up. The world´s first banner ad had 44% CTR and now we have gone to fraction of that (0.16% globally)
However, some are still clicking and they are still bringing results. Display ads are necessary transition for companies to drive performance and learn to operate programmatically.
Programmatic marketing is about machines buying, serving and optimizing advertising (any kind of advertising). Eventually majority of buying will be programmatic, because machines are doing it better than we are. There is probably certain iconic placements that will never become programmatically bought or sold, but they will be small minority. For anything else machines will do it more effectively, accurately and faster. This applies also to actual creatives. If robots can already beat people at GO, conduct entire orchestra or write articles, it would not be the biggest of challenge to create above-the-average display ads. And if you are worried about machines stealing your job, read below quote from this great and acclaimed thinker:
”If machines can do the job, it´s not really a job you want to do”
– Riku Vassinen
Programmatic is still unfortunately in stage of not having unified definitions. When having discussion with different stakeholders of programmatic, it feels like the old parable of blind men touching elephant from different angle. Your view of elephant is totally different based on are you touching its nose or backside. Same thing with programmatic. Some are talking about buying, some about tools, some just about display advertising, some about multiple creative variations etc.
We need to strip away the unnecessary “magic dust” surrounding programmatic and agree on basic definitions. Unfortunately, it has been tainted by snake oil salesmen, who actually benefit of having people confused about what programmatic truly means. They have been benefitting on making it more complicated and less transparent than it should be.
Because at its core, programmatic is a great thing. It is about reaching right audience with right creative on right context and with right price. So essentially it is what advertising has always been. Now we are just able to do it with more precision.
Programmatic advertising is not means to the end. It should always serve as slave that helps to drive stronger brand and better performance.