Imagine a website where families go to find gravesites. Not a site that’s very well-traveled … and when traveled, the user is probably not in the greatest mood.
Now imagine you’re a CPG Brand that promotes excitement, vitality, and happiness. And you suddenly see a chunk of your media budget was spend advertised to people searching for lost loved-ones in a decades-old gravesite.
It looks like that cemetery website is where your media dollars went to die.
Another scenario: what about when your sub-brands are vying for the same audiences, unknowingly driving up their (and your) bid costs?
To the untrained eye, or one lacking perspective, these and other bi-products of machine (only) guided programmatic devalue the very potency you seek from programmatic.
At Media Unleashed, each of our clients has a dedicated programmatic lead, overseeing the machine – not the other way around.
So you could rage against the machine … or you can embrace it, command it, and make it work best for your brands, your budgets, and your bottom line.