In the past few years the rise of programmatic and native advertising have generated quite a buzz in the digital marketing world. Programmatic advertising is all about increased performance optimization and automated real-time media buying. It essentially provides a more granular view of customers, with the ability to tailor messaging, breeds greater efficiency and effectiveness in advertising spending. The automation of programmatic can save you and your company money by cutting out time consuming and complex ad operations. Google’s Vice President of Eastern Europe, Matt Brittin defines programmatic as, “using technology to do more faster, and to get smarter as you go.” What is crazy cool about programmatic is that it works off of set rules and algorithms to automate the delivery of targeted and relevant advertisements to unique consumers as they interact with the online space (mobile too). These ads come in the form of targeted offers, pop-up messages, and user specific content. If you own a computer and access the internet, there is a good chance that you have experienced programmatic ads and lots of them. Companies are able to do this because of data collected on the browsing behavior of hundreds of millions of consumers, including which websites they visit. I will admit that this does make me a little uneasy. The data collection and execution of the advertisement happens in a fraction of a second. Take a look at this infographic and it will give you a better idea of the process behind programmatic:
Programmatic advertising is drastically changing the landscape of digital marketing and opening new doors for marketers to mold the digital space to their liking.
Native advertising on the other hand is focused on high-quality ad content that matches the style of a publisher’s own editorial content. Native can be sponsored content on blogs or online news publications and promoted tweets on twitter. It really is about how companies and their brands work with online content publishers to reach their target audiences. What makes native ads different from traditional display ads is that they are integrated into the flow of the editorial content and do not look like advertisements at all. There are many critics that feel like native advertising is sneaky and degrades the value of journalistic content. But, whether critics like it or not, native advertising is growing and proving to be more successful than other forms of online display ads.
HBO’s John Oliver provides his perspective on Native Advertising (definitely worth watching):
Since native advertising is still relatively new, its future depends on the ability to gain the trust of consumers and advertisers. A common concern is that native advertisements will alter the consumers perspective of online editorial content. Publishers have to be careful to maintain a good balance between how advertising and editorial content is delivered.
Many argue that there is a rivalry between programmatic and native advertising. I would disagree. They both provide unique benefits to a company’s marketing strategy. These two methods are even more effective when combined with each other. The success of native advertisements becomes much more powerful when the ad placement is optimized by an automated real-time bidding system. If used companies can leverage the consumer data collected to make native ads more relevant to the surrounding content, as well as to the readers themselves. Because native advertisements on their own are more difficult to measure, programmatic tools will be able to provide the missing metrics. Its like a match made in heaven.
After all the research on programmatic advertising and what it was all about, I became a little concerned for my future in marketing as I will be graduating soon and am currently seeking employment opportunities I wondered if the automation of advertising was going to reduce the need for physical marketers. An article from Digiday, answered my question plain and simple and put my worries at ease, “Programmatic technology will probably mean there are fewer ad buyers in the world, but it could also allow both marketers and sellers to spend more of their time planning sophisticated, customized campaigns instead of getting bogged down in bureaucracy.” So essentially programmatic will be used as a tool that will coincide and support the work of digital marketers. Were safe everybody. At least for now.
I leave you with my favorite comic Dilbert’s take on invasive advertising.