Bringing in the Big Guns: Helping the C-Suite Go Programmatic

Written on
Oct 22, 2014 
Dax Hamman  |

Many marketers have become huge proponents of programmatic advertising. But not everyone recognizes the benefits of going programmatic at first.

C-suite executives often have to be convinced to make changes to traditional protocol, especially when it comes to adopting new advertising strategies and investing in new.

Taking the time to let senior managers know how programmatic advertising can positively impact their respective departments can make all the difference. Here’s how to approach each executive:

The CEO: The two main jobs of the CEO are to manage and oversee all divisions of the company while simultaneously maximizing profits for shareholders. Programmatic advertising can help the CEO achieve both of these goals. Because it’s transparent in nature and data-driven, programmatic advertising can show exactly which ad tactics are working and which aren’t. In this way, it’s more effective than blind site buys and more profitable for shareholders. Better yet, the information that programmatic advertising provides can help each department make better decisions, easing the overall responsibility of the CEO.

The CTO or CIO: Your company’s tech lead will be happy to know that programmatic advertising reduces the need to include middlemen in the process of ad purchasing. This, in turn, decreases the amount of data that your company will have to provide to advertising agencies, leading to more general security. When programmatic advertising is operated in-house, your company can work with vendors directly and lessen the outward flow of private data. This type of security is incredibly important and valuable from a technology perspective. Also, an investment in new technology will likely be necessary to make this happen, which can mean a huge opportunity for CTOs or CIOs to grow their domains.

The CFO: At the end of the day, the CFO will want to know how programmatic advertising can save the company money. Thankfully, programmatic advertising is cost-efficient because it only targets those consumers who are most likely to take action. Frequency caps, another important aspect of programmatic advertising, ensure that any given customer is not over-targeted with the same creative. In other words, programmatic advertising can cut spending at the same time that it increases efficiency. That’s a win-win for the CFO.

The CMO: Perhaps the most important executive to have on board, the CMO will almost certainly be the most informed when it comes to the conversation about programmatic advertising. Use this to your advantage by explaining the benefits in relatable terms. You can start by discussing how programmatic advertising employs the most successful components of search marketing. Don’t forget to mention that programmatic advertising will allow the marketing team to use its CRM data in entirely new ways. When it comes down to it, programmatic is about putting the company’s data to work. When the CMO can do that, he or she will shine and impress all of those other C’s.

Once members of the C-suite level understand the basics of programmatic advertising, you can use statistics to support your argument. In addition to showing the growth and cost benefits to your specific company, be sure to remind executives of all the other major companies that are currently shifting budgets to programmatic. No one likes to be behind the curve — and that’s doubly true for members of the C-suite.

Dax Hamman is Chief Product Officer (CPO) at Chango. With fourteen years in the digital space, Dax has considerable experience in all things digital including campaign strategy, media planning, usability, affiliate marketing and email marketing. Prior to joining Chango, Dax founded and led the global display media group at iCrossing for four years, a role which cultivated the development of Performance Display, a data-driven method for building ROI orientated campaigns. Before iCrossing, Dax headed up the European division of Bluestreak (ad server and ESP) where he was responsible for overseeing all local operations, including managing business development and client services. Dax frequently speaks on topics including media planning, media exchanges and the synergies between search and display at various interactive marketing events including ad:tech, Digiday, OMMA, SMX, SES, OMS, DAA and WOMMA. He also writes extensively on the digital space at daxthink.com.

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