MediaPost's Joe Mandese mentioned AudienceXpress in an article yesterday, detailing IPG's latest endeavor into programmatic buying and what it means for media: Interpublic Strikes Deals Automating Buys With 5 Media Giants: Covers TV, Radio, Outdoor, Display, Video, Mobile
Picture this: your boss calls you up and asks for a status report on your hottest project. Do you say you’ll get back with an update in a few weeks? Of course not. So why is it that we’re all willing to wait weeks or longer for a status report on the effectiveness of our TV ad campaigns?
In an AdExchanger article, John Ramey wrestles with some of the terminology that’s sprung up to describe the automated buying and selling of ad inventory. He notes that there’s been a lot of confusion lately between RTB and programmatic, for some good historical reasons. He says,
One of the sexiest terms in marketing over the last year has been “Big Data.” Marketers are told that crunching data is the solution to all of their woes, as the insights will help them fine tune their processes, precisely target their messages, and make every individual customer as happy as possible. Data that has never been accessible on this scale before—on consumer intentions, viewing patterns, and behavior—is suddenly available to be sifted and married together to drive some pretty revolutionary insights. Media is becoming a Big Data industry.
In his recent AdWeek article, “Can TV Buyers Adapt to a Digital Model?”, Mike Shields explains how new executives in traditional media like TV and magazines are (one step at a time) pushing to modify the customary ad buying processes.