Programmatic? Estee Lauder, L’Oreal and Spark on when it makes sense and when it doesn’t
A rapidly increasing share of online display advertising is moving towards programmatic, mostly real-time buying. But is the programmatic buying trend going too far? Should some artsy good old-fashioned media buying be incorporated to the rocket science? Here is what some major marketers in the U.S. Hispanic and Latin American markets have to say.
The share of programmatic spend in U.S. digital media transactions expanded from 38% in 2012 to 53% in 2013 and is expected to increase to 83% by 2017, according to a recent report by Magna Global. While in the U.S. Hispanic market, and more so in Latin America, programmatic trading's share is lower than in the U.S general market, it is also expanding rapidly there. But are we going too far and adopting programmatic as the be-all and end-all of all digital marketing solutions? (In fact, the trend is that programmatic ad buys will also be used for other types of media). We asked some major marketers:
"We find programmatic buying an efficient use of our dollars to reach consumers who are already engaged with the concept, the brand and the products, we are using it globally", says Marlene Moronta, Marketing Manager at the The Estée Lauder Companies in New York. Moronta focuses on the Latin American market. However, she cautions that "while it is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off."
While programmatic is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.
Maya Kosovalic, Digital and Media Communications Manager at L'Oreal, in Miami, notes that she does "utilize programmatic buying as long as there is enough targeting control from both an environment, psychographic, demographic and exclusion perspective." "Yes I absolutely think programmatic buying is the way of the future as long as it allows advertisers control and access to premium inventory," Kosovalic adds.
Jillian Meliker Multicultural Supervisor at Spark Multicultural says that she uses programmatic buying "to target the Hispanic consumer only when it is part of a total market approach to ensure that English language impressions are culturally relevant to our target and that the correct language is being served based on their browsing habits. " Spark Multicultural handles strategy and activation for major brands including Conagra and Taco Bell