The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.

1. The Benefits of Programmatic Marketing
The Dean Crutchfield Company

2. CMOs and their agencies must transform
for a new era of programmatic marketing.
Programmatic simply means automated,
so programmatic marketing refers to
using technology to automate the process
of planning, implementing, managing and
analyzing marketing campaigns.

3. The Opportunity
Automation also reduces
the investment needed
for sales and marketing,
eliminates middlemen from
the process and saves
money because it cuts out
complex ad-operation tasks
and the transactions
become transparent, more
efficient and effective.

4. The Benefits
Of Programmatic Marketing
Odem:
The Brain that Sits Atop
Programmatic Channels

5. The Opportunity
Automation also reduces
the investment needed for sales
and marketing, eliminates
middlemen from the process and
saves money because it cuts out
complex ad-operation tasks and
the transactions become
transparent, more efficient and
effective:

6. Honing the
Message

7. Honing The Message
With programmatic marketing creating a single viral marketing campaign
can be miraculous for brand awareness and gaining customers. This
provides a huge advantage over traditional marketing where you could
only offer one advertisement to a diverse segment
of consumers. People want marketing that’s personalized and tailored to
their needs so the single serving quality of a short narrative is the
perfect art form for the programmatic age and is the most cost effective
way to deliver personalized content to a target consumer.
The result is qualified leads and conversion at lower cost so that
CMOs are able to optimize and target the right consumer in real time
with an ad that has a single context to a single target and agencies
can determine which consumer gets to see what content and achieve
a better result.

8. Affect Campaigns Instantly to Change Market Dynamics
Programmatic marketing provides data driven prospects
and turns the hard into the possible by being able
to continually self-improve and analyze data in real time.
By evaluating traffic and pricing across reach, clicks, impact
and engagement programmatic marketing can instantly
react to changing market dynamics to measure
performance, make alterations and maximize the campaign.
This means less waste because it’s faster than manual
optimization and it allows marketers to spend more time
focused on the planning and creative behind the ads rather
than the logistics.

9. More Time For Strategy Development
Today CMOs face challenges of agility and speed not the scale and
uniformity of bygone days in advertising. Most advertising is typically
passive by nature, but with programmatic channels CMOs can intersect
with grounded strategies that deliver more targeted, tailored and faster
campaigns that stimulate and engage consumers in multiple areas.
As CMOs seek more efficiency and effectiveness to share their content
and fuel their growth traditional marketing will decline and marketing
automation will make many activities obsolete as programmatic begins
to streamline the more lucrative operational aspects of the marketing
process. This allows CMOs to focus on what they do best: developing
and testing strategy and building marketing campaigns.

10. Paying For Customers you Want
Using millions of data points sources from first-party
and third party data programmatic marketing
develops a holistic view of the consumer to find the
right audience, target advocates of the brand and
serve highly targeted content in a millisecond. In real
time CMOs can optimize their campaigns and vet
if a consumer is likely to be a prospect because
programmatic analyzes behavioral and
psychographics data, not just click streams that
measure what is working and jettisons what's not.
The beauty of programmatic marketing is that you
can improve the efficiency of media spend because
you’re reaching out only to the consumers you are
looking for which delivers ROI, increases CTRs and
reduces CPC.

11. Ability to plan and build effective multi-channel cross-device campaigns
Now that CMOs have a cross channel, cross screen view of the consumer they can deliver the
right message to the right consumer and ensure that digital marketing efforts deliver maximum
click through rates and improved targeting.
Based on data that instructs the strategy for the campaign and the auctioning of impressions
only the content based on the data and insights that are appropriate to the campaign are
used. Programmatic marketing only shows up on specific channels and websites if the right
target customer is browsing a specific channel at that time. It also removes multiple silos
of data from different departments and agencies and purges the multiple counting effects
of a single channel view.
Evaluating campaign success every second
Programmatic marketing allows CMOs to measure the reach (awareness, education), impact
(action, conversion) and engagement (retention, and advocacy) of their digital marketing and
evaluate campaign results across every channel of video, search, mobile, and display in real
time. This enables CMOs to establish clear, empirical campaign goals and allows their
agencies to be more efficient, reduce campaign costs and achieve KPIs with a reduced set
up time.

12. Ability to Build Scale
With the ability to strategize, implement
a campaign, manage it and track it across
many publishers through a central source
it’s easier for CMOs to scale across
thousands of sites and channels to create
multiple marketing opportunities from one
idea. That represents enormous progress
and efficiency that guarantees marketing
is being seen in the right context and
doesn’t open the door to non-viewable
impressions or environments that are not
brand appropriate.

13. Deploying Programmatic in New Ways
Outside of analytics and content management platforms the large majority
of publishers use to have little utility for marketing technology. What makes
programmatic marketing so exciting is that it heralds a new era of marketing
automation that can dramatically lower costs with transparent pricing creating
greater efficiencies and enable publishers to heighten sales, rationalize operations
and create suitable data to enhance the overall process. For programmatic
marketing to be effective for publishers and their partners, the industry has
to dispel the myth, demystify the technology, squash fears of fraudulent criminal
activity and provide intelligent access to big data.
Programmatic marketing has changed the approach publishers have traditionally
operated forcing them to become experts in programmatic. The potential here
is enormous, with publishers gaining greater control over the buying and selling
of inventory with insight into how their content is performing, creating more
value for Chief Marketing Officers, brands and their agencies trying to reach them.

14. Is Programmatic Marketing The Future?
The shift to programmatic marketing
is causing a seismic shift across the board,
not just for publishers, but also for CMOs and
their agencies that need new ways
of working faster. The major benefit for most
CMOs is greater efficiency, but programmatic
marketing carries with it several bigger and
longer-term benefits. As the technology
advances, programmatic marketing will
be a dominant player and become more
sophisticated. An entire category has been
created around programmatic with
specialized providers leading the charge
along with some of the major agencies
and companies such as Wal-Mart building in-
house platforms that have evolved rapidly to
become an essential tool.

15. Is Programmatic Marketing The Future?
The majority of CMOs (67%) say they’re
either unaware of programmatic
marketing, don’t understand it or need
to learn more about how to apply it to their
marketing campaigns. Ten percent claim
they understand it, but haven’t used it.
Which leaves less than one-quarter
of CMOs who actually get programmatic
marketing. They all better hurry up for
within 3 years we won’t be saying
“programmatic” it will just be the way
things are done.

16. Dean Crutchfield
Focusing on brand transformation, disruption and
innovation Dean is a recognized expert across multiple
industries with F500 companies. Passionate presenter and
storyteller who inspires audiences and senior leadership to
make bold decisions with actionable strategies that will
drive growth and embolden their brand.
Dean’s prolific international media profile has grown
and enhanced the reputation for both clients and the
consultancies represented. Called upon regularly
to provide expert, industry-related commentary for major
TV news including Al jazeera, Bloomberg, BBC, Central
China TV, CNBC, PBS as well as the Financial Times,
The Wall Street Journal, The New York Times and related
professional publications and a Contributor to Forbes.
+1 917 239 3303
dean.crutchfield@odemglobal.com
www.linkedin.com/in/deancrutchfield