Beyond Programmatic Buying There Is Programmatic Creation

Programmatic Buying is one of those big fancy buzzwords that are moving around the industry and driving people crazy for some time now. At the moment, the use of programmatic ads is still at a low level, but that is no reason to underestimate its true potential. Let’s have a look into the future of TV advertising.

To explore this potential, one needs to see beyond Programmatic Buying to something that could be called “Programmatic Creation”. While the first one describes the process, where an advertising spot is automatically placed, based on the best target audience fit, Programmatic Creation additionally tailors this same spot to optimize its effectiveness.

Just think of the following example: As Fernbach et al. (2013) found out, the right degree of explanatory complexity is very important when marketing a new product — but it depends on the cognitive reflection of the audience. In other words: If you talk to experts, increase complexity; if you talk to novices, decrease it. Let’s say that some data analysis found two perfect spots to place an ad. We are buying them and have already optimized our marketing budget. To this point, we are talking about Programmatic Buying. Now imagine that we are selling a new car and one spot is at a quiz show, while the other one is at a car manufacturer documentary. Based on more data…