In the beginning, there was creative. Then came reach and frequency. Much later, programmatic buying.
I've been having fascinating state-of-the-industry lunches over the past few months with Rodney Mayers, the CRO of Proximic. We've been trying to figure out how to tell the ad industry that although programmatic buying does bring efficiency to the process, it doesn't necessarily bring effectiveness. Efficiency is a work flow problem that can be solved by programmatic buying. But solving it will not necessarily move product unless it is combined with effectiveness -- what makes people act.
Effectiveness, the be-all and end-all of advertising, is a totally different story.
In the race to prove themselves up to the task of working with the CIO, CMOs have forgotten what Steve Jobs knew well: we are human and therefore emotional. We make decisions mostly on emotions. Where are our customers and what makes them buy? How do we query data to arrive at effective media buys? Effective advertising provokes decisions, but efficient advertising simply reaches people.
You have to ask the right questions of the data produced by programmatic platforms in order to combine your increased efficiency with effectiveness. CMOs need to go...