According to an ANA (Association of National Advertisers survey), “programmatic” was voted the word of the year. The result is not all that surprising, and perhaps more interesting are the reasons voters gave for voting for “programmatic.”
In the ANA’s release announcing the results, a handful of quotes were provided “from some members who voted for programmatic as the ANA 2014 marketing word of the year.” Some were hot takes, some had merit and several rehashed tired complaints.
Let’s break down some of those quotes:
2013 was probably the year the industry “woke up” to the potential of programmatic, with potential being the key word. However, it seems fair to say that 2014 is when it became the biggest buzzword in the industry -- it did just win “marketing word of the year” after all.
It is everywhere, but it’s hyperbolic to say it’ll be the only way media gets bought. It’s more apt to say that technology will become a bigger part of every media deal -- from direct deals to the fully automated.
Also, if you find out what that "next big advance" is before it’s big, let me know.
This quote does a great job of summing up why “programmatic” is the word of the year. The quote is funny because it’s true and also representative of the fact that ad technology has seeped into all corners of the ad market.
Gather round for Hot Takes 101!
Whoever said that definitely works in ad tech.
“In short order” is an ambiguous timeframe, but programmatic is projected to account for nearly two-thirds of display ad spend by 2016. It’s not unreasonable to predict that programmatic will account for the majority of all media trades in the “near future.”
This is one of the best quotes of the bunch. “Programmatic” is simultaneously associated with efficiency, accuracy and speed as well as fraud, sub-par inventory and complication.