The Dean Crutchfield Company
Programmatic, CMOs & Brands
By Dean Crutchfield

CMOs don’t wish for their brand showing
up against dicey or low-quality content due
to automated placement, but more CMOs
and their agency partners need to take
advantage of emergent programmatic.
Programmatic will enable CMOs to embolden
their brand’s reputation with more effective
targeting, increased brand association with
relevant content and enhanced brand loyalty
by being everywhere customers are.
The Dean Crutchfield Company

The Opportunity
Programmatic’s focus is narrow
and it’s reach is wide from research
and strategy, pre­production
planning and production through
to trafficking, team communication,
media, social monitoring influencer
management, reporting and
analysis are all integrated
in programmatic to show the effect
of offline, online, owned, paid and
earned media. It’s a factotum that’s
more productive than people
because there are just too many
channels and sites for media
planners to review simultaneously.
The Dean Crutchfield Company

The Benefits
Harnessing programmatic has five
key benefits:
Spend media dollars only when they
will be most effective
Identify the true target audience
in real time
Build effective cross-device
campaigns
Automate mundane tasks
Increase marketing resources
without increasing overhead
or agency budget
The Dean Crutchfield Company

How it Works
To achieve these benefits
programmatic needs
to be understood as a greater
opportunity for CMOs who currently
see programmatic as real time
bidding. It’s far more than that,
it’s about selling car accessories to
car owners.
Programmatic is where ads
are bought similar to how products
are purchased on Amazon.
Only this time RTB is buying
targeted audiences using a ton
of consumer data and analytics
to calculate the best ad that’s
on brand, on target and on time.
The Dean Crutchfield Company

On The Front Foot
Programmatic’s real time capabilities can create efficiencies
in planning and buying, but it’s only as good as the content
and targeting that’s employed. The main hurdle for programmatic
is that a lot of marketing folks perceive that it’s about buying cheap,
second-rate inventory. Hell has no fury than the second rate.
Everyone agrees more transparency into the quality of inventory
is urgent, but this is a canard, as there already exists an increasing
amount of premium programmatic that’s sold with higher CPMs.
The Dean Crutchfield Company

Impact of Programmatic
Programmatic is the major disruptor
in the media marketplace. In addition
to providing more effective targeting
and transparency when it comes
to buying media programmatic enables
CMOs and agencies
to
optimize operational efficiency
and reduce headcount. That means
more dollars can be reinvested into
marketing; typically you need only
a handful of people utilizing
programmatic as opposed to a small
army working on non-programmatic.
The Dean Crutchfield Company

Get With It
Planners and creative teams need
to be comfortable with the
complexity and must be willing
to charter a new course in this
programmatic world
with an open mind, strategy and
distinctive content. Instead of just
targeting an ad, powerful creativity
needs to generate content that’s
relevant with the use of real time
data to drive traffic. Nestle,
McDonald’s and Starbucks are great
examples of major brands that have
effectively implemented creativity
into their programmatic programs.
The Dean Crutchfield Company

The Future
Programmatic’s growth is not
imperceptible. It‘s bold, arrogant,
cocksure and portentously
a game changer that’s going
to be hard to avoid.
CMOs and agencies need to focus on
other priority areas like buying cross-
platform and cross-device targeting.
Currently programmatic handles $15B
of US digital media ($58B).
By the end of next year programmatic
could be managing $20B according
to industry pundits.
The Dean Crutchfield Company

The Future
Einstein said, “Not everything that can
be counted counts and not everything
that counts can be counted”.
Ultimately, programmatic is not just
RTB, it’s about making advertising
more affordable and effective for any
brand that can implement it.
Perceiving programmatic
as having baleful consequences
is a huge mistake.
In the dark everything is possible and
CMOs need to see the light
and transform their outlook for
a programmatic future or else.
The Dean Crutchfield Company

The Dean Crutchfield Company
Contact: dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Suite 15A, New York, NY 10016