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3 reasons media automation is marketing's bright future

3 reasons media automation is marketing's bright future Ashley Bast
This video interview and article is sponsored by AcuityAds. Learn more about sponsor opportunities.

DMPs collect data all under one roof, allowing for optimal targeting, less waste, and holistic reporting

Data, data, data. Marketers are swimming in it, and many are drowning. The current ways we conduct business and execute campaigns are not optimizing success given the litany of consumer insights that we know are available. Relevant data is like a diamond in a coal mine when you look at the monumental cave of information at our fingertips. The goal that brands have been trying to achieve is to find a way to merge its first-party data with relevant third-party data for optimal targeting. However, brands are very protective of their first-party data, and rightfully so.

This is where data management platforms really shine. While online and offline data have existed in silos forever, DMPs allow you to create better segmentation and target audiences more accurately by merging owned data with third-party data insights safely. This also allows brands to compare apples to apples with reporting and insights. When you merge all of this with an intelligent programmatic platform, you are able to execute campaigns programmatically utilizing these various sources all under one roof. Programmatic algorithms continuously learn and evolve, maximizing ROI, engagement, and relevant targeting. If your programmatic provider is partnered smartly with technology providers, first-party data is secure and protected.

AcuityAds has been an industry leader, not only in the programmatic space but in various tactics utilized within it. As the VP of marketing, Ashley Bast is a leading educator in this space. He speaks about why the merging of online/offline data is so crucial to the success of intelligent campaign execution, and why bringing various data segments all under one roof is vital for understanding true insights from media executions. As an example, he discusses a blockbuster campaign the company undertook with a large OTC allergy company and how the analysis of various data points allowed them to programmatically deliver relevant ads to consumers early, and ultimately increase client sales.

Media automation eliminates redundancies, inefficiencies, and human error

Executing display campaigns has been a manual process forever. The IO and RFP have bogged down so much time for media buyers that they are unable to branch out and create unique advertising opportunities to reach relevant consumers. This process is chock-full of redundancies and inefficiencies. Add to that the aspect of human error, which accounts for wasted time and many wasted impressions. This process is slow and not optimal for the world we live in. Consumers are fast paced -- and the delivery of relevant ads should be, as well.

When you partner with a programmatic platform that understands your pain points, you can begin to execute campaigns across display, social, and video, which reduce waste tremendously. Programmatic gives time and money back to media buyers. It incorporates your latest first-party data with relevant third-party insights and delivers targeted campaigns. With a fast data refresh rate, non-brand safe environments are filtered out of the programmatic process, ensuring that impressions are only delivered to relevant audiences. The human error is eliminated because ads are served via constantly evolving algorithms, not somebody's best guess. Programmatic allows campaigns to be more precise, relevant, and engaging by using data accurately, instead of relying on ad operator recommendations.

Ashley Bast from AcuityAds continues our conversation by explaining why its industry-leading refresh rate protects client impressions on a minute-by-minute basis. He also discusses why its partnership with Adobe has allowed the company to secure first-party data for clients, utilizing it accurately and safely.

Programmatic allows for cross-platform reporting, giving true comparative insights to marketers

The scope of media types that advertisers have to work with is vast. Video, social, display, and paid search are just a handful of the mediums marketers are taking advantage of to engage consumers. However, the reporting platforms for each are wildly different. It’s very disjointed and hard for marketers to see what’s really working. When your analysis and insights are presented in different languages, it’s difficult to understand the effectiveness of campaigns in relation to one another. Campaigns today need to be integrated and reinforce brand messages so that they move consumers down the funnel. As long as these executions continue to be done manually, the segmentation of reporting and analytics silos will only continue to confuse us.

Programmatic enables the results for multiple campaigns (and in many mediums) to be reported on a single deck. When the executions are done automatically, key success indicators can be equated and marketers can clearly compare insights. A simple overview of like-minded analytics can help us understand how effective campaigns really are, and offer a path forward for optimal success. A fast data-refresh rate can also empower marketers to make changes quickly, eliminating the potential for wasted tactics to go on for days.

Ashley Bast from AcuityAds ends our conversation by speaking about the three key differentiators that distinguish it from competitors, and why the barriers between platforms are being eroded so that media strategies can be clearly analyzed. He also speaks about why the marketing industry should follow in the footsteps of other industries, and embrace technology to give marketers back precious time to deliver a better consumer experience.

Learn more about AcuityAds.

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Ashley Bast is a former Consumer Packaged Goods Marketing Executive and General Manager who has worked on brands at P&G, Campbell's Soup (Canada, UK, and Europe) and Canada Bread. A few of the highlights from his time in Packaged Goods include...

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