Impact - - FEATURE -

Re­gional Mar­ket­ing Of­fi­cer, In­dia & South East Asia, Ab­bott

More than half of our digital spends are on programmatic and we would con­sider in­creas­ing its use but the en­vi­ron­ment should catch up to the programmatic re­quire­ments. We pi­loted our first programmatic

cam­paign in 2016. Since then, we have cre­ated a com­mu­nity of en­gaged users that has al­low us to de­liver the right mes­sage to the right au­di­ence seg­ment and reen­gage them year-on-year. This has helped us drive up our brand met­rics sig­nif­i­cantly, op­ti­mize our chan­nel strat­egy; lead­ing to cost ef­fi­cien­cies and deeper


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