Programmatic Branding 101: 'What Is Branding?'

Programmatic Insider Summit “Branding” panel moderator Chris Wexler kicked the opening panel off on a fundamental note.

“What is branding,” the Senior Vice President-Director of Media and Consumer Engagement at Cramer-Krasselt asked the panel of agency and brand marketers.

“I think it’s exposing yourselves to the right audiences and kind of building brand preferences and awareness,”  Nick Fairbairn, Senior Director of Marketing, Advertising & Media, FTD Companies (ProFlowers, Shari’s Berries & FTD), responded. In other words, it’s a lot like TV.

“You try and find the audiences that are more targeted,” he said, adding that the big difference with programmatic, is that “you can kind of cut that stuff out and go right to the consumer.”

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To Lenovo’s Gary Milner, the summit’s opening keynoter who also participated in the branding panel discussion, it is “creating that emotive response.”

He said programmatic media-buying can play a role in creating “deep-rooted emotion to a brand at the right cost,” but you need the data and metrics to measure it.

This article initially appeared as a "Show Daily" post during day one -- Monday, March 23 -- of the 2015 Programmatic Insider Summit in Scottsdale, AZ. The event continues through March 25 and can be followed live here.

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