Unleashing the power of advanced audience targeting and beyond in programmatic advertising
Though only in its second edition, DATAMATIXX Summit and Awards has become the ultimate platform for industry leaders, marketers, advertisers, and tech enthusiasts to gather, collaborate, and discover the cutting-edge developments that are shaping the digital ecosystem.
DATAMATIXX 2023, held in Mumbai on July 28, 2023, turned out to be a captivating experience, with an extensive range of topics covered, including data-driven marketing, advertising, digital, Connected TV (CTV), and much more. Distinguished speakers, industry pioneers, and subject matter experts shared their expertise through thought-provoking keynotes, panel discussions, and interactive workshops.
Programmatic advertising was discussed at length at a panel discussion on ‘The Evolution of Programmatic Advertising: Unleashing the Power of Advanced Audience Targeting and Beyond’. The session was chaired by Nupur Shah, VP and Digital Lead, West and South, PHD India, and the esteemed panellists included:
Chandrashekhar Naik, Senior Vice President Valueleaf Services
Prasad Pimple, EVP & Head - Digital Business, Kotak Life
Shashidhar Sharma, Practice Leader-Programmatic, GroupM Nexus
Vedavyas Badri, DVP Programmatic, LS Digital
At the outset, Nupur Shah pointed out how media is increasingly getting fragmented nowadays. There is social, video, open internet, with programmatic sitting at the centre of all of it. She went on to ask the panellists about the capabilities that agencies should develop in order to navigate this complex world.
Chandrashekhar Naik that media as an industry is very fragmented and definitely agencies need to play a bigger role in bringing it together. “When we talk about programmatic, it brings in a very cohesive kind of strategy, whether it is content or placement, considering programmatic as a platform, it helps bringing the industry together,” he added.
Vedavyas Badri noted, “I would say when it all started, it was way too fragmented. Programmatic got everybody together, it brought all scattered publishers on one platform. With the evolution, multiple ad inventories came into the picture such as YouTube, Audio ads, Video ads, native ads. The question now arises how do we choose the right creative or right medium for the advertiser? It is very important to understand what is it that we are trying to achieve from any campaign that we are planning to do. With clear objectives, every creative that we have will be able to fulfil a certain KPI. So, we need to choose the right medium and the right creatives for the KPIs that we wanted to achieve. At the end of the day, it boils down to what is the result that we are getting. So, it is not right to choose all the ad formats, but it is important to choose the suitable ad format.”
Prasad Pimple added here, “When we start any campaign, the core objectives are already defined. Do I need to drive more awareness through this campaign or do I need to find more leads through this campaign? – that finally decides what we need to do. But an important part of programmatic advertising is that before media got fragmented, the customers’ attention got divided into multiple platforms. Earlier, we all knew that newspaper used to form the main source of information or news, however now there are so many platforms to deliver the same information or news to the customers. As customers’ attention got divided, his preferences also got divided. As a customer, my preference might be a text which is printed in the physical newspaper, while for somebody else television news might be more interesting. For somebody else it might be YouTube or Twitter. Thus, with that respective preference for choice of information has got fragmented and on the top of it, the entire media has got created because of this ecosystem. Programmatic has helped us in multiple ways by bringing all those things together.”
Pimple further said, “As a brand, what we look for and like about any programmatic platform, one is the advantage of doing a full funnel marketing. It’s not just about reaching out to the audiences, it is also about moving that customer down the funnel, that’s one important thing we look forward to. The second important aspect of programmatic is awarding the vestige; earlier what used to happen is that the same set of customers going to multiple platforms caused much unnecessary wastage and unnecessary frequency. That has got significantly reduced. The third important part is right targeting. If I go to one single publisher who does not know the type of customers he is having right now, then it becomes very difficult, but for a brand, such as a life insurance brand, not anybody or everybody is eligible to purchase the product. You need to have some financial eligibility, age eligibility. Ads that filter over a top of media that we have, a filter for a customer cohort, I think that’s what as a brand we look for, whether awareness campaign is going to the correct segment, the correct cohort, that’s what we look forward to. Also, can I convert the awareness to consideration to a purchase intent in the process. That’s how we as a brand end up looking at programmatic as a platform.”
“From a programmatic ecosystem perspective, Shashidhar Sharma felt that a keen focus is on measurement and attribution. He added, “The reason for fragmented ecosystem is because we are not able to tie together a narrative, and that narrative will be tied together when we have the right measurement tools, right attribution mechanisms in place to help us show that ROI, and actually show the goal that we have achieved. What role has programmatic played in the ecosystem, because at the end of the day, programmatic is part of the larger marketing mix. The entire marketing mix that we customised, what part did we play there? Once we are able to show that properly, I think the fragmentation by itself will come down. It will also enable us to make the right choices for our future campaigns, future brand strategy.”
These are edited excerpts. For the complete discussion, please watch:
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn