- MediaTel, Tuesday, September 29, 2015 7:17 AM
Research conducted earlier this year by WBR revealed that 92% of marketers within the US retail sector are using programmatic for branding objectives - making it
the number one reason for adopting the technology within this group. However, one of the barriers to the movement of branding budgets to programmatic has traditionally been a lack of
understanding over how and why programmatic works to raise brand awareness.Read the whole story at MediaTel »
If 92% of marketers in US retail ARE using programmatic for branding, then stating that not having a clear picture of how it raises brand awareness seems far less of a barrier than it is a solution that needs to be worked through to insure answers are forthcoming.
What does this mean..." using programmatic for branding"? Are they buying 92% of their media using "programmatic"? Certainly not. Are 92% of them making some "programmatic" media buys---mostly digital? Perhaps. Or are 92% using programmatic in some other way---like determining who their best prospects are, evaluating the impact of their ad campaigns, determining what to say in their ads, etc.?