Decoding the evolution of programmatic advertising amid fragmented media
In just its second edition this year, DATAMATIXX Summit and Awards is turning out to be 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.
Held on July 28 in Mumbai, DATAMATIXX 2023 was a captivating experience, with an extensive range of topics covered, including data-driven marketing, advertising, digital, Connected TV (CTV), and much more. The event turned the spotlight 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
Nupur Shah commenced the discussions by pointing out how media is increasingly getting fragmented nowadays, with social, video, open internet, with programmatic sitting at the centre of all of it. She then went on to ask the panellists about the capabilities that agencies should develop in order to navigate this complex world.
Chandrashekhar Naik agreed how media as an industry is very fragmented and added that agencies definitely needed 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 said.
Vedavyas Badri said, “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 needed to choose the right medium, 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, its 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 customer’s attention got divided into multiple platforms.”
He further said, “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 customer’s 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. Then somebody might be on YouTube, Twitter. So, 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, because of bringing all those things together.”
For Shashidhar Sharma, “From a programmatic ecosystem perspective, I would also say a keen focus is on measurement and attribution. 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