Commentary
Poll Indicates 'Engagement,' Not 'Performance' Driving Programmatic
- by Joe Mandese @mp_joemandese, April 25, 2013
Programmatic media-buying may have a reputation for being performance driven, but an informal survey of agency and marketer executives indicates that may not be their primary goal. To find out
what’s really driving the programmatic marketplace, Netmining recently surveyed 131 agency and client execs and found
“engagement metrics” was the No. 1 criteria, cited by 73% of the respondents.
Performance metrics did rank high, including “online/offline
purchase lift” (56%), and clickthrough rates (50%), but other core branding criteria including “attitudinal shifts/studies” were also significant (28%).
A melange of other metrics -- ranging from GRPs to ROI to CPA and “quality scoring -- rounded out the mix of reasons (11) for using programmatic buying.
Asked
how marketers are utilizing programmatic buying, the top response was “prospecting tactics” (81%), followed by “remarketing tactics” (76%), ad networks (69%), DSPs/DMPs (61%),
individual publishers (61%), video (50%), rich media creative (46%), and last, but not least, trading desks (36%), proving that programmatic is still a highly fragmented marketplace with lots of
reasons and motivations for using it. But they all have one thing in common: A desire to leverage technology to buy media scientifically.
2 comments about "Poll Indicates 'Engagement,' Not 'Performance' Driving Programmatic".
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
I'm all for programmatic driving engagement, but this article is a classic case of a writer taking survey results in their own direction. The clearest take-away of this survey is that programmatic is primarily used for prospecting and retargeting.
@David: WTF?