Programmatic: A Brand Marketer's Guide

March 2015

Soon, all brands will be confident in their ability to use programmatic buying to engage and move audiences when it matters most. This guide shows readers how.

We live in a remarkable time for digital marketing. Today, brands can generate interest in their products, win new customers and earn outright fandom by engaging and moving audiences when it matters most. Aspirationally, brands want to be responsive to their audience in real-time, with highly relevant messaging and great creativity. Today, brands can reach this aspiration through programmatic buying, which helps them make the most of the plethora of options available in connecting with their audience.

We've never been closer to the ultimate promise of brand advertising in the digital age.

Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to real-time signals on an impression-by-impression basis across screens and across channels. For example, if a mom's online shopping gets interrupted with errands, programmatic buying can help the retailer she was visiting reach the mom on her smartphone as she shifts to shopping on-the-go. That's just one of an unlimited number of scenarios brands can use to engage audiences with programmatic buying.

Programmatic buying may have achieved its early success with direct response campaigns, but enormous progress has been made towards advancing programmatic technology to meet the needs of brand campaigns. It's taken advancements in areas such as brand measurement, inventory quality, and creative flexibility to pave the way for programmatic brand campaigns. Where we are today, the challenges in these areas are mere speed bumps on the path to the widespread adoption of programmatic buying by brands.

In all my years with DoubleClick and Google, we've never been closer to the ultimate promise of brand advertising in the digital age: to efficiently and effectively run highly relevant, creative, responsive and measurable brand campaigns, at scale.

To provide context and ideas for how brand marketers and their agencies can successfully embrace programmatic buying, I'm pleased to share our five-step guide: "Programmatic: A Brand Marketer's Guide." It covers the essentials that you need to know in order to:

  1. Organize audience insights
  2. Design compelling creative
  3. Execute with integrated technology
  4. Reach audiences across screens
  5. Measure the impact

The five-step "Programmatic: A Brand Marketer's Guide" has more context and lots of ideas for helping brand marketers and agencies to successfully embrace programmatic buying.