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Programmatic performance anxiety? Here’s how to cure it According to Google, Programmatic has a lot in common with teenage sex: everyone worries that someone else is doing it better, but in reality, very few know what they’re doing at all.

Half of digital spend goes on Programmatic, yet half of marketers admit they don’t know what they’re doing with it.

In this feature, Jonathan Sinton of TNS and Caspar Schlickum of Xaxis, two leading experts on Programmatic and digital strategy, discuss why brands are getting Programmatic

wrong, how they can get it right, and the real significance of automated targeting for media planning and creativity.

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Read the full article at bit.ly/IA-Feb16

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© TNS February 2016

Key take-outs: ■ Roughly half of marketers say they have “little or no knowledge” of the technology deciding where and when their ads appear (IAB, January 2016)

■ Programmatic has two very important contributions to make: connecting automatic media buying with a well thought-out target audience, and enabling planners to reach the same person across multiple touchpoints

■ Marketers need to think more broadly about who the target is and how they’re going to target that audience effectively, with the right message

■ Programmatic is really nothing more than using an algorithm to make a decision about whether to place an ad or not. It can make marketing data actionable and executable, but only if you can organise your data to enable it to do that. Marketers need to understand that the challenge really starts there: organising data and getting access to the right data within their own organisation

■ Suddenly, we’re seeing a whole lot of Programmatic targeting just based on behaviour. Losing the mindset aspect is a real risk for brands. What we’ve found is that when you start to integrate mindset data back into Programmatic targeting you start to improve the performance of the ads very significantly.

Author contact detailsJonathan Sinton Digital Director at TNS jonathan.sinton@tnsglobal.com

Caspar Schlickum CEO of Xaxis EMEA

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Discover more: www.tnsglobal.com/IA