Six reasons advertisers should use programmatic to build brands

Martyn Bentley

This article offers six reasons why programmatic buying is being used to build brands online, with the key benefit that brands can target the right person, at the right time and in the right format.

Six reasons advertisers should use programmatic to build brands

Martyn BentleyChango

Programmatic has been looked upon as a way to drive a quick sale. Marketers have arguably underestimated its real potential for delivering brand-building campaigns. But some are now becoming much wiser to its merits: programmatic is making their lives simpler, but also giving them the ability to target the right person at the right time with the right format.

Programmatic and branding actually complement each other: done well, this approach promotes brand awareness and affinity, rather than simply optimising to a direct sales goal. Moreover, there are...

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