Head of Display, James Bourner, attended the iMedia brand summit to share his inside knowledge on the Nestlé and Google DoubleClick Real-Time-Bidding (RTB) case study.
James was there to shine light on how his team honed display campaigns, creative and video, to increase coffee machine awareness and sales and capture and re-engage, relevant, interested audiences using data.
James joined Rick Jones from Google DoubleClick who facilitated his debate with Nestlé’s Digital Lead, Gawain Owen entitled ‘Using programmatic video to build brands and drive engagement’.
Here are James’s top takeaways from the session:
Embracing programmatic – the brand challenge
To embrace programmatic in its entirety can present some internal challenges for brands; Gawain at Nestlé had to push hard for Nestlé brands to fully understand and believe in it.
Resistance to change and achieving the necessary buy-in are pretty normal for any industry development like this, but programmatic is such a departure from the previous norm, especially with TV/video. It is worth acknowledging it’s a job in itself effectively communicating the differences and benefits of programmatic RTB.
Smarter, safe-guarded brand campaigns
Programmatic is not a channel – it’s a buying protocol, and a highly efficient way of purchasing media in order to streamline budgets and only pay for proven returns. The upside to running a brand campaign using programmatic is proven in this case study – the elimination of waste is why this works so well. This will continue to happen as more channels become programmatic.
In addition to the buying efficiencies, programmatic helps to safe-guard your brand. The control of frequency allows for greater reach but also means individuals are not bombarded with ads and over-messaging.
Budget control to the advertiser
Beyond this, programmatic advertising allows for key budget and/or placement adjustments during a campaign as opposed to waiting for the end. Another big win is control in the advertisers hands – if any single impression is not the most suitable for that campaign, it is not purchased.
Watch James’s video on the difference between RTB and Programmatic: