Everybody's talking about programmatic branding but does anyone actually know what it means? Here's what today's top marketers think it means and, with perspective from your Witty Boss, how it can help build your brand engagement.
The Marketer's View: An Interview With Clorox's Erika Lamoreaux
How are CPG brands using data and programmatic technology to amplify their message and brand story more efficiently today?
"In a nutshell, it comes down to more precise targeting and efficient scale. Through programmatic, brands like Clorox can leverage multiple data sources beyond online-only data to understand and reach consumers on their path to purchase. However, how programmatic is used depends on the brand. We have a lot of brands and many different categories. We are principled in looking at our business and the brand objective before we decide to go out and buy certain data segments, choosing which piece of information will be the most useful to help us reach specific goals. We tie everything back to what the brand is trying to achieve. We leverage purchase data for our products—or even competitor categories—to understand purchase behavior within the category. We also use behavioral data to try to get at moments when we can reach our consumer when they are most receptive to our brand message."
Your Witty Boss commentary: Data is a lot like underwear. It's good to have a lot, but if it's not the right fit, you may find that your performance suffers.
Marketing Shaken, Not Stirred: Introducing (Change) Agent Moloney, Chris Moloney
Traditionally, programmatic has been used in direct-response campaigns. Do you think there's a place for programmatic branding?
"I do. One of the greatest risks of digital advocacy is that you can overlook the power of branding. We lose sight of the value of brand awareness, but it's a critical part of the marketing process.
"Branding is difficult to address in digital because digital works best in the lower part of the funnel. Let's say you're interested in digital cameras and there are five brands you know of. You'll pay attention to those brands in your Google search. That' a challenge for a brand that's new to the market. Without upper-funnel branding efforts, that brand is forced to compete in the lower funnel, where it has little chance to succeed. This is a risk that stems from digital's ability to measure everything. You show the measurement of online advertising [and] the executives of your company say, 'Let's only do that,' which narrows the funnel.
"I prefer contact marketing for online branding, which is to educate the consumer. Whenever you can provide the most educational value, you build brand credibility."
Your Witty Boss commentary: Branding and programmatic are not mutually exclusive. They go hand-in-hand. You might even say that they're lovers, although, come to think of it, that's actually a little weird. Let's stick with hand-in-hand for now.
The IT Pro: How Spiceworks' Sanjay Castelino Helps the Group That Helps You Stay Connected
What are some ways in which programmatic can help marketers reach their brand goals?
"I think it's particularly effective for engagement and storytelling. Of course it's great for mass awareness, but the true value is in the data, and the marketer's ability to customize campaigns and have that feedback loop.
"From a broad awareness perspective, it gives you the ability to target more effectively than just demographics. You can get into behavioral targeting—what are people looking at, what are their interests and when are they even most apt to hear your message?
"Our business is to serve the IT community and make their jobs easier, and our branding campaigns need to tell that story. I can start that storytelling with a video, and if I know someone has seen one ad on a particular site, I can then evolve that story with the next message he or she sees. This is hugely powerful."
Your Witty Boss commentary: A carefully targeted programmatic campaign is a brilliant way to tell a story—this should not be confused with telling stories about carefully targeted programmatic campaigns, which, I've recently been informed, is actually amazingly boring.
How can programmatic help marketers understand the value of interactions?
"Start by identifying the success events that are associated with customer interest and engagement. These are all the moments when consumers hold up their hands to say, 'We want to hear from you.' Programmatic gives marketers an opportunity to discover what a particular consumer wants to know and identify the right message to serve, to think about the customer journey."
Your Witty Boss commentary: Data analytics without creative thinking is a bit like taking a shower without any water. You can stand under the faucet for a long time and cover yourself with soap, but you're never going to get very clean—although, in fairness, you might smell rather nice.
Comfort and Conversions: An Interview With Palms' Robyn Phelan
What advice would you give to a marketer who is just getting started with programmatic branding?
"If you have a limited budget, like I do, you have to find ways to see the highest return while spending little dollars efficiently. Programmatic advertising allows you to do that."
Your Witty Boss commentary: The cost of doing nothing is greater than the cost of doing something—unless the something you're planning to do is, like, unbelievably stupid, in which case the cost of doing is actually an amazingly good deal.
Click here to download the complete guide to programmatic branding.
About the Author
With 14 years in the digital space, Dax Hamman has considerable experience in all things digital, including campaign strategy, media planning, usability, affiliate marketing and email marketing. Before joining Chango, Dax founded and led the global display media group at iCrossing, a role that cultivated the development of Performance Display, a data-driven method for building ROI-orientated campaigns. Before iCrossing, Dax headed up the European division of Bluestreak (ad server and ESP). Dax frequently speaks at various interactive marketing events, including ad:tech, Digiday, OMMA, SMX, SES, OMS, DAA and WOMMA. He also writes extensively on the digital space at daxthink.com.
About the Sponsor
Chango is a programmatic advertising company purpose-built for the marketer. The company uses exclusive intent data and technology to create relevant, timely advertising campaigns and produce rich customer insights. The company's unique live-profile technology makes intent data available faster than anyone else to help clients efficiently build brand awareness, acquire new customers and retarget site visitors. Chango works with more than 60 of Fortune 500 marketers and companies such as eBay, Sears, Clorox, Sprint and Toyota.