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...