WHY, ACTUALLY … ?


Issue 3: They, actually … is Programmatic the holy grail?


At the moment everyone in media is busy with programmatic, a buzzword that creates awe and seems to be the final solution of all media planning. But you really do not read too much about it in detail. It rather takes place in silence. Are the creators afraid to talk about it? Are they afraid that mistakes will become known - or the competition - that's today also their own customers! - give away know-how for free again? Or is it too easy to have to say something? Or just too early?

 

Programmatic is the most sophisticated level of media planning! With integrated purchasing. The All-In-One package. With the highest perfection for addressing potential customers. And certainly soon including AI (Artifical Intelligence). Real-time advertising, automatically planned, designed and billed! What a dream! It would also save a lot of money, because only a few media planners or media agencies would be needed any more. The formula for media has always been and still is: To reach the right person at the right time with the right message via the right channel. We already learned that as media youngsters decades ago. And we tried to make it as good as possible with the analog data. In the digital world this is now done with absolute perfection. The right person can be identified and addressed with Big Data etc. At a reasonable time, depending on how well you can really plan the time. This is different for cars and real estate financing than for cosmetics and mineral water. Let's leave the discussion about brand building and brand positioning away, it just distracts here.

 

For the channel, it still hangs a bit, because not all media channels media are digitized yet. Internet is easy because you know the customer data before you can read it. That's how fast it works. Even sales people long after this speed, which is very spoiled compared to media people´s speed in former data measurements. Television just conquered Programmatic Advertising with Addressable TV - quite rudimentary, but at least. Indirectly, some commercials can really improve placement. For a long time, OOH has tried to be very constructive about the timely approach of target groups. With DOOH that works in parts, with classic posters this is rather difficult because the poster fitter is not that fast and the target is already gone when the poster fitter comes. Print is not quite right yet. Or only indirectly, then we are back to online media. But that will be fine in some time. Because the world needs programmatic. It is the incarnation of media par excellence! After that, which we have always striven for. Then Media is suddenly very simple and always right. And in connection with Blockchain completely transparent. And the messages are individualised by chatbots. Then one day media planning and buying goes nearly completely automatically: The more data I have, the more I know about my consumers, the better I can define the algorithm. With a supra-exact planning of all contacts, independent from device and platform, across every device and every domain. Even across online and offline! Even instore and sampling can be integrated! And POS! Advertising companies now think: Great, I need that machine - now! Then I can eliminate my media agency in the future. And maybe even my creative agency, at least partly. Hmm, it's not that easy. And then the simplest barriers are added. Who has data? Due to the DSGVO, 2nd and 3rd party data are more difficult to generate and to use. 1st Party Data can be collected and used by everyone himself. But then there are the advantages of a company group that can gather 1st Party data for many brands within the company group and use the data across all brands in the group. A smaller company with just one or two brands is having a harder time and urgently needs partnerships. So also his agency. And who actually bundles the media buying then? Compared to an agency groups buying volume, every advertiser is a drop in the ocean. Who builds the system for the computer? Who defines the algorithm? Who organizes the brand firewalls and procurements? My conclusion: We need a world programmatic agency! Whoever gets all these requirements under one hat has found the holy grail. He wins all customers who need media and communication. And solves all the problems media ever has had. Or don´t you believe it?


Issue 2: Why, actually … does not Parship mediate agencies?

Somebody has set his/her mind on pitching for his budget. Because the relationship with today's agency is not as good any more. Or because the uncertainty has become so great, whether the pricing of media is on market level. Or a new idea must come across. Anyway, it's time again. And that mindset comes more and more often! Then he or she gathers his courage, announces prophylactically to his agency, announces a pitch and seeks out a consultant to organize it all. The first consideration is: Who actually does that? And what is the difference between the consultants? Well, then you get recommendations, often even from your agency or the media, and meet with such a consultant to get to know each other. And if the chemistry is right, then you strike. Quite often, the first question is: "How does a pitch work?" A professional consultant of course has processes, charts and answers. And clearly shows the way, the phases and the goals of the individual steps. And ask questions about the clients organization first. But on the way home, the consultant wonders why this question keeps coming back. Pitches happen over and over again, since you have already had experience with it. And today's calamity is to be turned into happiness for tomorrow and the day after tomorrow. So you have to have clear ideas and goals about what to expect from your future agency. So it seems such a pitch is pretty clear. But in reality  it is not! Why is that? Do the responsibles have not enough imagination? They have, and they know exactly what is wrong. Do they not have the courage? They have, otherwise they would not be in position. Do they not you think far enough? They do. An agency evaluation is just a structure to follow. Do they not have the experience to run a pitch? In fact, the search for a new friend by his side has nothing to do with the daily life together. There you are actually insecure. The success of Parship is not surprising, otherwise it would be easy to find a new partner. And an agency relationship is similar to real life: Nice and pretty are many - and the facts, figures and supplies are mostly very equal -, but who really addresses my soul? Pitches also shows that the solutions and offers are often very, very similar. And do you really take the most sensible solution? The heart is playing along, and you want to feel well in this relationship. And want to feel confidence. So do not be cheated. Parship does not do it all alone. A pitch is a bit like a therapy, you have to listen to yourself first. A therapist is very helpful. A media therapist also knows the knots he needs to find deep inside of his patient. This is different from everyday business. It's all about root cause research and re-structuring. And that's why the question "How does a pitch work?" is very legitimate. And great honest! The truth is too: the heart and empathy play a big role in an evaluation. Parship also values. So why not looking for a new agency as well?

 

Always at your service …


Issue 1: Why, actually… knows advertising on Youtube no limits?

It is amazing how faithfully the communication community follows the big platforms. With almost blind trust! That did not exists in this form before. 

 

A good example of this is Youtube. There are so many spots and videos. Also from brands. Also from very large, professionally managed brands. There is a video of a car, it is a teaser campaign for a product launch of the new Peugeot 3008 SUV. The video has 2.2 million views! That's how it stands under the video. Madness. That costs a small fortune on linear television! 2.2 million active calls from people looking for it. Or at least choose the video. And that on a single platform is an incredible achievement. The only fool is that the car came on the market two years ago. And the teaser campaign for the product launch was planned. Of course, there are a few questions. How many of the 2.2 million views came about in the first four weeks or the first three months? How many views came together in the first year? How did the clicks develop after that? No idea. This information is not so important on Youtube. 2.2 million, this number seems to speak for itself. You will now say that the marketing department or the agency has certainly supervised the clicks. But is it really known when exactly the performance took place? For entrepreneurs and agencies, it would be exciting to know how many Likes arise in which week or in which month. Or in what context with other media investments. There used to be a GRP, with GRP per week and so on. That does not seem to be important anymore. At least not on Youtube. But only a total range of KPIs for two years (as in the car, see above). Exciting, how the communication planning has developed. More and more global. Always bigger. Then you only need global, big numbers. Youtube, Facebook and Co. are therefore permanently effective long-term advertising, right? Why do you still have to plan and optimize? 2.2 million clicks in two years speak for itsself. Or?