Agility. Innovation. Technology. Speed. These are just a few of the words I use to describe the automotive industry—and any good sales organization. As CEO of Jumpstart Automotive Group, I’m always looking for ways to improve the sales process and ROI for our clients, and the efficiency of our business. That’s why I’m embracing the programmatic private marketplace just as wholeheartedly as I passed on an open marketplace.
Programmatic ad platforms are still primarily known for selling remnant inventory at low CPMs, but the industry is moving beyond that. With demand for a contextually relevant environment that reaches real consumers (not fraudulently driven traffic), private marketplaces offer transparency and quality. Now advertisers can hand select a high-performing and trusted publishing partner to work with and still benefit from the automation of a programmatic platform.
The dream is as media buying becomes more automated, salespeople and brands can spend more time on bigger, custom ideas—and less time correcting Excel functions. Content, disruptive ad units, social media, and events (the fun stuff) require person-to-person collaboration, deep thinking, and human power. Let’s use our time strategically and employ the machines for everything else.
Impact Buying Decisions
The more advertisers are able to serve the right ads, at the right time, in the right place, to the right person, the more they stand to truly impact a consumer’s buying decision. I think Paul Dolan, SVP of global business development at Xaxis, may have said it best at Advertising Week in New York last year, "Clients aren't saying, ‘I need somebody who has an automated workflow.’ They want to use data and technology to reach the right audience."
It’s the Future
According to a November 2013 eMarketer report, programmatic ad buying was projected to account for 19% of U.S. digital display advertising last year (eMarketer has yet to release final 2013 numbers). The digital marketing research company also predicted in October that by 2017, programmatic ad buying would account for 29% of the total U.S. digital display spending. At the 2014 Programmatic/ IO conference in San Francisco, Neal Mohan, VP of display advertising at Google, told the audience that more than half of the brands on Advertising Age’s “100 Leading National Advertisers” list would have in-house programmatic specialist teams this year.
Brands and agencies will continue to drive demand for premium inventory, and also look for more lasting, one-on-one relationships with fewer partners.
The Bottom Line
All advertising buying and selling that can be automated should be automated. And the brands and organizations that embrace premium private marketplaces now will spend less time worrying about workflow and more time growing their business.