Many smaller agencies don’t understand programmatic advertising and are missing an opportunity to deliver strategic value to their clients.
Only 11% of creatives at small agencies understand what programmatic advertising is compared to 59% of creatives at large agencies, according to a July, 2016 survey by ad tech firm Turn. Consequently, programmatic is not a regular feature in creative briefs—agencies are leaving money $$$ on the table!
More than 50% of digital display advertising spend in Canada was placed by automated methods in 2016 and is expected to grow to 74% by 2018, according to eMarketer. While digital advertising spend is growing at 20% and higher across major industry sectors.
Programmatic media can now be tapped for near 100% of media budgets and used for more sophisticated, targeted audience reach and performance optimization.
Small Agencies Can Profit from Programmatic
Programmatic buying can help elevate both business and marketing objectives, but in order for it to work it needs to be part of the overall strategy—more than just a tactic. Agencies that understand programmatic and its place within the overall advertising and campaign strategy can deliver greater value to brands.
Smaller agencies have an opportunity to serve as the lead partner with brands on programmatic despite a lack of in-house expertise to plan and execute programmatic campaigns or working knowledge of demand side platform technologies. In order to do so, they need to connect clients to the best media buying, data management and measurement approaches across digital channels.
Creative, communications and marketing agencies can ramp up their programmatic prowess by:
- Partnering with an independent trading desk to add strategic value and share in the profitability of programmatic.
- Working with strategic thinkers and experienced specialists to bring new technologies and approaches to clients.
- Integrating programmatic strategies within the entire media planning and buying process.
Programmatic advertising is set to surge in the coming years. 65% of marketing leaders are planning to increase spend on digital advertising in 2017 according to Gartner’s CMO Spend Survey, 2016-2017.
Now is the time to pump up your agency’s programmatic prowess by partnering with ProTableau to deliver more strategic value to your clients.