Welcome in an age where we think audience first, not device

by: on 23 June 2015

Kevin Tan, CEO of Eyeota, asks what’s not to like about programmatic?

In Marin Software’s 2015 Digital Marketers Census, 51% of digital marketers in the UK and US stated that creating campaigns based on a “deeper understanding of their audience” was a top priority. 

There are numerous trends shaping the marketing landscape, and it is one of the industries most impacted by the ongoing and continually evolving technology revolution. Whether it is smartphones, social media and now wearables, the number of channels via which marketers can potentially reach audiences continues to grow, diversify and ultimately fragment.

Each new platform brings with it new questions and challenges, but also angst. How will this advertising campaign play out on mobile/social/TV/print? Will the experience offered be consistent? Is the creative compelling enough? But the biggest question of all has been whether or not advertisers will be able to break into the bubble of their audience’s world? This was one of the biggest challenges for mobile – and it will be for wearables too – because they are devices that are very personal to us.

But programmatic will see the end of days spent wringing hands worrying about the efficacies of campaigns. Whilst ensuring you have the right content for the right format remains important, programmatic is allowing advertisers to think audience first, device later. Up until now, marketers have had to create the conversation. Now, with the right audience data insights, advertisers can go to where the conversation is already taking place and engage in a timely, relevant and contextual manner with the right audience. Whether that conversation is taking place on Twitter, via display or mobile, is irrelevant.

The emphasis is on reaching the right audience, at the right place at the right time with a message that is tailor-made for them. The format of the content is important but marketers need to understand how data-driven programmatic campaigns allows one to overcome the awkwardness that many advertisers have felt. Think about it as like being at a dinner party. Starting a conversation with a new group of people who may, or may not, know you is a little daunting. Even more so if you do not know what they are talking about. However, if you know they are talking about a topic you are familiar with and you can add value to the conversation, it becomes a lot easier to introduce yourself and be integrated into the conversation.

The right data insights empower brands to ape human interaction in the online – and increasingly offline – world. In Marin Software’s 2015 Digital Marketers Census, 51% of digital marketers in the UK and US stated that creating campaigns based on a “deeper understanding of their audience” was a top priority. Brands want to speak to their audiences in the same language, to understand them better and to keep them engaged. In order to do so, they need to build comprehensive profiles of their audiences for more effective targeting. Audience data can therefore help them to understand their audiences in a new way – as human beings.

The shift towards audience-first programmatic will eradicate campaign inefficiencies at a scale not previously seen, because it will connect the worlds of social, digital and traditional in ways that previously would not have been possible. At the same time more dynamic, contextual content will lead to better engagement thanks to enhanced insights and understanding.

Programmatic is transforming marketing and there is plenty more to come. The benefits are clear and the only question can be, what is not to like?

By Kevin Tan, CEO, Eyeota