Pro­gram­matic, a Gate­way for Cre­ativ­ity

ArabAd - - COVER STORY -

What are the chal­lenges ad­ver­tis­ing firms are fac­ing in mak­ing the shift to pro­gram­matic, both from a tech­ni­cal stand­point and in con­vinc­ing clients to make the leap?

Ul­ti­mately, it is only a leap when the out­come is un­known. There­fore, the first chal­lenge is in un­der­stand­ing what pro­gram­matic is and how it ben­e­fits the par­ties in­volved. Cut­ting through the acronyms and un­der­stand­ing the ef­fi­cien­cies in process and gran­u­lar­ity in tar­get­ing that can be achieved, go a long way to in­crease the in­ter­est in pro­gram­matic trad­ing. Ben­e­fits of in­creased de­mand on in­ven­tory and higher fill rates is at­trac­tive for a seller, where boost­ing reach, rel­e­vance and min­imis­ing wastage are strong driv­ers for the buy side/ad­ver­tis­ers. Hav­ing a holis­tic ap­proach to pro­gram­matic is also im­por­tant. Re­al­is­ing that it is in fact a com­pli­men­tary tool for buy­ers and sell­ers alike and not some­thing that works in iso­la­tion as it can pave the way for greater suc­cess. Im­por­tant to note is that there are large in­vest­ments in tech­nol­ogy plat­forms and hu­man cap­i­tal needed to man­age and op­ti­mise pro­gram­matic de­spite much of the ‘heavy lift­ing’ be­ing done in an au­to­mated fash­ion. This is why en­tire teams are em­ployed to get the best out of the plat­forms and max­imise their ef­fec­tive­ness on both sides of the trans­ac­tion. This can be a bar­rier to en­try for many but an area that DMS has placed a mas­sive amount of em­pha­sis on. Fi­nally, evolv­ing the way of think­ing to­wards me­dia trans­ac­tions and cam­paign de­liv­ery from tra­di­tional meth­ods of buy­ing and sell­ing to­wards the of­ten daunt­ing but ul­ti­mately ef­fi­cient and ef­fec­tive pro­gram­matic can take some time and ef­fort. How­ever, by in­creas­ing un­der­stand­ing, driv­ing re­sults and em­brac­ing the tech and process ef­fec­tive­ness, the level of con­vinc­ing will drop.

Orig­i­nally from New Zealand, Daniel Young has been work­ing in the UAE since Feb 2015. Prior to join­ing the Choueiry Group, Young has worked in Lon­don from late 2007 for the likes of AOL, Vevo and The Weather Chan­nel where he was re­spon­si­ble for in­ter­na­tional pro­gram­matic rev­enues and over­all yield across mul­ti­ple plat­forms and prod­ucts. To­day, he is based in Dubai and work­ing as the Yield and Pro­gram­matic Di­rec­tor for Dig­i­tal Me­dia Ser­vices (DMS), the dig­i­tal branch of the Choueiri Group, where he is con­cen­trat­ing on build­ing and de­vel­op­ing the pro­gram­matic of­fer­ing and max­imis­ing over­all yield from its ar­ray of au­di­ences, ti­tles and plat­forms. In the fol­low­ing in­ter­view, Young delves into pro­gram­matic buy­ing and ex­pands on how pro­gram­matic can serve cre­ativ­ity and achieve suc­cess.

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