For the full interview you can watch the video below, or read the handy summary underneath.
The effect on media agencies
Andrea suggests that programmatic has effected media agencies in three key areas.
First, in terms of talent, which has seen a shift away from traditional skills to the need for more analytical knowledge.
Secondly, the greater need for storytelling, and the opportunity for media agencies to talk about content and creativity in a meaningful way.
Lastly, Andrea cites the processes needed to deliver meaningful programmatic. In order to achieve this, agencies really have to think about end-to-end processes, from insight to creative to planning and so on.
Interpretation of data
When it comes to excelling at programmatic, Andrea suggests that success is not only down to having a proper DMP in place, but being able to correctly interpret the data.
In turn, it is up to agencies and brands to tailor their programmatic accordingly.
Essentially, she suggests that while we’re all sitting on swathes of data, the best examples of programmatic come from those who correctly analyse it and use it to drive the end goal.
Creativity over viewability
Andrea says that the reason we focus on factors like viewability and price is because they are very easy to measure, and it is very easy to hold agencies to account on these metrics if they don’t measure up.
However, it appears many are missing out on the opportunities presented by creative testing. Programmatic is the perfect medium to be able to refine the messaging according to the intended outcome.
Finally, Andrea suggests that it is up to the creative agencies to be able to talk to clients and present them this opportunity, rather than simply optimising for the smallest cost per view.