Chief Digital and Chief Marketing Officers are enamored with all things programmatic. They tend to think of programmatic advertising as “fully automated” and “bargain display.” The reality is something very different.
Why is understanding the reality relevant to my marketing?
With the rise of native, place-based, mobile and video, it can be confusing trying to determine where to place your bets as a marketer. We’ve all read how Google has been working to rollout native programmatic and results are driving insane drops in cost-per-acquisition (CPA). The San Francisco Travel Association saw a 16x increase in hotel bookings along with a massive decrease in CPA. Just in the mobile space alone, marketers are expected to spend upwards of $15 billion programmatically, with in-app advertising being the key driver according to eMarketer. That’s a portion of the $22.39 being spent on mobile display, and more than was spent on radio, newspaper and magazine advertising combined in 2016. Programmatic is the way to reach all of your audiences regardless of channel.
Is it really all about the data?
Yes, it is, and, no, it isn’t. It’s true that you want a programmatic partnership with a company that understands data, technology and marketing automation. You also want to join forces to reach your target audience with companies that are engaged in human involvement with the data to draw conclusions on media efficiency and reducing wasted ad impressions.
Why NewBase Programmatic?
We understand how to use the years of experience of our programmatic teams to bring you better results and a higher return on your marketing investment (ROMI). Taking that expertise and automating and translating it into a transparent and unified view will power the new wave of programmatic audience insight marketing.
That’s why we developed NewBase:View, a product built on our proprietary platform, NewBase:AIM. It’s a different way to visualize analytics and insights from your data across all programmatic campaigns and turn it into a command and control console for your campaigns.
We also know how to take the data from each campaign and inform existing and future campaigns to help you reach your audience. Data insights that can only come from a company like NewBase that has the global experience with data, technology and marketing automation combined with local market expertise.