Some of Europe’s leading brands, agencies and publishers have come together at Digiday’s Programmatic Summit in Rome this week to thrash out the latest pressure points in programmatic advertising. We caught up with a few of them to ask what the biggest barriers to further investment in programatic. Here are their answers, lightly edited for clarity:
Ben Johnson, global media director, Unilever
The term “programmatic” is imprecise. It would be a lot simpler to explain if everything was bucketed under their relevant disciplines, such as real time, contextual data targeting or CRM brand building — how marketers talk. Secondly, brands and agencies need to understand what data is important and why and what the new brand narrative needs to be and why.
Johan Ydring, head of media and analytics, TUI Nordic
Brand awareness and brand preference are vital marketing goals for us. The only way I would move money out of branding and into programmatic would be if the metrics can prove it has the same effect in terms of meeting those branding objectives, which currently it doesn’t.
David Harling, former group digital marketing director, MoneySupermarket
Advertisers need to understand their first-party data. It can unlock programmatic advertising for advertisers, but also hold them back if they don’t understand it.
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