AI Programmatic advertising is the future
By Mike Shields
AI Programmatic advertising is the future. The most important innovation in advertising ever. It’s simply where all the jobs and money are going and you must have your strategic figured out yesterday if you’re a top marketer. Too bad nobody in the business understands what programmatic is. OK, so not nobody. But according to a new report issued by Forrester Research and the Association of National Advertisers, 67% of marketers say they’re unaware of automated buying technology, don’t understand it, or need to learn more about it to apply it to campaign, WSJ’s CMO Today reports. Thus, even as brands pour more money into programmatic channels—i.e. using software to buy ads instantaneously, lots of them haven’t a clue how it works. That’s great news if you’re an ad tech firm selling some really opaque, expensive, absolutely vital piece of new optimization technology that every marketer simply must have to survive in this changing world.
MAGAZINE BUSINESS’S SECRET GROWTH ENGINE
MAGAZINE BUSINESS’S SECRET GROWTH ENGINE: Custom publishing, long the obscure back office sector within the glamour-filled halls of magazine companies, is having a moment, WSJ’s CMO Today reports. For example, Meredith Co., which publishes Better Homes & Gardens and Family Circle, enjoyed a 35% increase in operating profit at its content marketing group during its most recent quarter, which closed in December. Meanwhile, Time Inc. reports that profits from the digital part of its custom content grew 40% last year, on 20% higher revenue. Custom content “is a hidden gem we need to water and grow,” said Mark Ford, Time Inc.’s executive vice president of advertising sales.
This trend could be taken a few ways. Advertisers are recognizing the storytelling abilities of magazine companies, and valuing it more. Or, advertisers are less enamored with print ads, and seeing a group of publishers whose hunger for revenue can be exploited. That seems to be what is happening with the whole native advertising trend on the Web. Regardless, big brands such as Procter & Gamble, Bank of America Corp. and Jaguar Land Rover are jumping into custom publishing in a big way. Land Rover tapped Time Inc. to “create articles that weren’t about Range Rover at all, [but] that aligned with a lifestyle our consumer would be interested in,” said Kim Kyaw, the company’s digital marketing and social media manager.