Traditional mass advertising doesn’t work anymore. Today, informed brand marketers do three significant things. They save time, they deliver a targeted message to an elected audience, and they retain full control of the budget’s return on investment (ROI).
Programmatic media buying (PMB) is rapidly transforming the way South African brand managers purchase advertising media, define target audiences and deliver direct, focused messages to consumers. Its tactical processes are saving the advertising industry time and money through automated rules for buying and optimising media. South Africa, having already embraced this relatively new trend, is experiencing a steep learning curve that is supported by an increasing understanding and uptake of its benefits. However, there is still a lot of confusion around what PMB is exactly. One such misconception is that programmatic marketing is only about real time online bidding.
What is programmatic media buying? It is a good question that many South African brand managers aren’t yet fully able to answer. One of the myths is that it is just about real-time bidding (RTB). Says Craig Utermark, CEO of digital media management agency Atmosphere Orange: “We still have a distance to go on the local learning curve and that is where we want to make a difference. One of the common misconceptions about programmatic is that its function is merely a way to achieve a low cost-per-click (CPC) and/or cost per thousand (CPM).
In a recent poll, Effective Measure asked online consumers about their sentiments and usage of popular and trending social media sites. Considering the efficacy of the human race, it was interesting to see just how engaged our online consumers are.
In a recent survey by Effective Measure, South Africans were asked some questions around their reasons for engaging with media platforms and their consumption patterns especially in light of the Olympic fever. More than 51% of the sample indicated that they watch televised international events to support their favourite sport stars. They felt however that online sources have some distinct advantages: live updates and breaking news (55%) and access to more information on events like details around schedules and participants (30%).
More and more brands realise they should also be playing in the digital space and are hopping onto the bandwagon. The snag is that marketing is happening haphazardly and money is wasted. In addition, since digital space is comparatively cheaper than radio, print or TV ads, only a fraction of the overall marketing budget is allocated to online and mobile. Some tips on how to approach your marketing strategy: