How do big players use Programmatic Marketing?

Programmatic marketing is an automated form of buying and selling online advertising which many believe will soon revolutionize the market. While still a relative novelty in Poland, the solution is expected to generate an impressive 7 billion USD sales US-wide by 2017, which will translate into a whopping 80% in market share!


We have already discussed what Programmatic Marketing is and the benefits behind it in another article. Among its key advantages is reaching the target audience with a carefully tailored message, and in specific time and place. This is a response to the growing demands of customers, responding only to content that they find really interesting.

Among its key advantages is reaching the target audience with a carefully tailored message, and in specific… Click To Tweet


How do brands use programmatic marketing? Here are a few examples.


1. Kellogg


Kellogg is an American multinational which has produced and distributed food products for over a century. Its products are available in more than 180 countries worldwide. Despite being such a well-established brand, Kellog is fully aware of dynamic changes in consumer behavior. Thus, the company decided to explore the possibilities of fully automated process of buying media inventory. The decision to start using Google DoubleClick Manager brought about 70% increase in ad visibility and 2-3 times better targeting. Using Google’s solution allowed the company to better understand its consumers, and target advertising messages and marketing more effectively.


Jim Kiszka, senior manager at Kellogg North America, says: we’re after a better reach, measurement and understanding of whom we reach with our advertising. But that’s not all. We want to analyze this data thoroughly and draw conclusions to get a more complete image. If we succeed, we’ll be able to make a significant step forward.


2. Ford


Like many other powerful advertisers, Ford has spent huge sums on buying media inventory to provide the company with access to their target audience and get the possibility to embed the advertising message in appropriate contexts. Following its decision to use Programmatic Marketing, Ford started using DataXu. The result was 20% increase in conversion ratio for key commercial results like “Request a quote”.


3. Universal


Universal Pictures has used programmatic marketing to promote The Adjustment Bureau, a science fiction thriller starring Matt Damon. While Universal’s original methods had brought relatively good results, they still fell short of what the company needed to make the movie really successful. The company had just two weeks for the film’s promotion. They turned to DataXu with a clear goal: to maximize audience engagement. The number of trailer views was analyzed along with the number of repeat views. The results? DataXu managed to achieve 15-fold bigger scale at twice better value to cost ratio.


4. Epson


Epson used a promotional video to reach a bigger target audience and inform them about the existence of WorkForce printer line exactly in the time of year in which they were expected to sell best, i.e. from mid-autumn to late winter. To ensure the campaign’s success, the brand had to reach a precisely defined consumer group including businesses and individual clients. The campaign ran continuously for 5 months and employed various techniques like behavioral targeting, segmentation, demographic targeting and retargeting. The effects were measured by comparing the level of awareness of people who were exposed to advertising activities against those who were not reached by the advertising message. 71% increase in awareness was recorded, which directly translated into sales.


These are just four examples, but they clearly show that automated marketing is becoming increasingly popular, mainly due to its effectiveness. There is a growing number of brands which already use programmatic buying and intend to partially reallocate their advertising budget to further embrace this method, while other brands like American Express are willing to dedicate all their marketing budget to such efforts.


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About the author

Gabriela Kunert

Chief Marketing Officer in QuarticON. Experienced Internet practitioner, 10 years in a large media company. Now in charge of marketing, PR and social media.

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