Expertise is Not a Commodity: Growing the Programmatic Opportunity as TV Goes Digital
Jed DederickDecember 2, 2014
As I walked out of a recent meeting at the Xaxis offices, I fired off a few e-mails from my phone about action items and follow-ups. These meetings aren’t just a health check on active campaigns and clients, they’re also strategic sessions on how the industry is evolving and where we all add value in the chain. For every article that swirls through industry publications about digital disintermediation and the boogeyman of “what’s next,” my daily experiences with sophisticated buy side programmatic partners such as Xaxis tell me there’s much more to be excited about than to fear. We’re at a moment in the programmatic life cycle where the growing up is rapid, the ready are being chosen, and programmatic expertise will be recognized not as a commodity, but as an advertisers’ greatest asset.
As a programmatic media and technology platform, Xaxis is at the nexus of this change. With the broadest view across programmatic channels, they’re uniquely able to leverage tremendous volumes of data and change the way marketing is conducted on a person-by-person basis. Each unique user, each unique impression, every click and every view contributes to a greater understanding of an advertiser’s target. In partnership, we’re creating new data points and working tirelessly to make meaning of it all, using it to improve programmatic marketing in real time. You can’t tell me any roadside billboard ever did that.
With this sophistication, a virtuous cycle is established: best practices in programmatic yield invaluable data and results. New data means new targeting opportunities for advertisers. Sitting on the buy side, programmatic experts have a completely unique view into this incredible new world of value. They look at it every day and formulate new ways to package and deliver it.
Programmatic got its start in performance and moved quickly to branding. It’s rapidly becoming a means for the world’s most customizable and efficient market research. And now as television moves to digital, there will be no stopping the growth and value creation for programmatic opportunities.
$250B is spent on television advertising annually across the world, and that spend is rapidly shifting into programmatic channels. Multichannel platforms such as Xaxis flex the full power of the medium. So amidst the churn of a compressing industry, it’s more important than ever for advertisers to recognize where new opportunities for expertise and value are emerging. When they do, there’s a lot to look forward to.