In our digital worlds, it is safe to say that advertising is becoming more dynamic and complicated than ever. In advertising, Mad Men are becoming Math Men.
Some would say that mobile devices, technology and advanced consumer behavior have made it a complex art and science of anticipating how, when and where someone will respond to a brand’s message. At Ad:Tech San Francisco, the debates surrounding advertising and our multi-screen, cross-platform communication channels yielded three key trends:
2013 Trend: The Focus Is On “Programmatic”
Mad Men are becoming Math Men with programmatic, transparent, scientific processes according to Michael Baker of DataXu, a programmatic marketing platform. Programmatic Marketing is the key phrase and practice for marketers in 2013. Programmatic marketing is a brand’s use of their consumer data to measure and tailor messages to incite action – most notably in their digital display advertisements.
“Brands, companies and marketers now have tons of data, but few processes to really understand and leverage it. So we see the rise of programmatic marketing,” says Michael Baker. “A programmatic approach is allowing the human entities that work within an organization to focus on leveraging technology for creativity instead of non essential tasks.”
Programmatic marketing enables brands to optimize their media spends and eliminate spend waste by automating ad targeting through leveraging that data and predictive analytics. The practice of programmatic marketing is directly related to the contextual relevance of the ad content to the target audience’s behaviors, needs, geographic locations and possibly other AIO variables.
Continue reading on www.psfk.com