The promise of programmatic everything

  Google shared a perspective today through their “Think With Google” series around programmatic TV (http://goo.gl/ZBmvH3). The essence of the article was that programmatic buying in TV is in its infancy and faces a lot of obstacles due to entrenched processes and thinking. It’s true and they lay out the case for why its success is inevitable - on which I agree. But it got me to thinking about the bigger picture - where everything is becoming a screen (or is connected to a screen). Consider how we need to begin to think as we plan our campaigns. Not only do we need to think about the idea, message and media, but also the combination of ways a person might be exposed to our content. What if they see it on TV first, then their tablet or phone. Or the reverse? What happens when you add exposure through their car’s entertainment system? Their refrigerator’s screen in the door? The complexity of decision-making about media purchases and timing becomes mind-boggling. An opportunity is going to exist for a company to simplify this complexity for marketers. Marketers will not want to spend hours trying to identify and plan for all of the combinations of exposure - they want to spend their time on the message and content, making critical decisions on the campaign as it unfolds rather than managing its day-to-day execution. They’ll be looking for a tool to apply basic rules with machine intelligence crunching through all the permutations of exposure. The ultimate goal needs to be a recommended execution plan, followed up by daily optimization suggestions based on the previous day’s data.  And at that time, we’ll all look back and think “how did we ever do this any other way?”

 

Google shared a perspective today through their “Think With Google” series around programmatic TV (http://goo.gl/ZBmvH3). The essence of the article was that programmatic buying in TV is in its infancy and faces a lot of obstacles due to entrenched processes and thinking. It’s true and they lay out the case for why its success is inevitable - on which I agree.

But it got me to thinking about the bigger picture - where everything is becoming a screen (or is connected to a screen). Consider how we need to begin to think as we plan our campaigns. Not only do we need to think about the idea, message and media, but also the combination of ways a person might be exposed to our content. What if they see it on TV first, then their tablet or phone. Or the reverse? What happens when you add exposure through their car’s entertainment system? Their refrigerator’s screen in the door? The complexity of decision-making about media purchases and timing becomes mind-boggling.

An opportunity is going to exist for a company to simplify this complexity for marketers. Marketers will not want to spend hours trying to identify and plan for all of the combinations of exposure - they want to spend their time on the message and content, making critical decisions on the campaign as it unfolds rather than managing its day-to-day execution. They’ll be looking for a tool to apply basic rules with machine intelligence crunching through all the permutations of exposure. The ultimate goal needs to be a recommended execution plan, followed up by daily optimization suggestions based on the previous day’s data. 

And at that time, we’ll all look back and think “how did we ever do this any other way?”