How to manage programmatic in-house?

Media and creative talents are in high demand on the brand marketer side. According to the original Kiosked research, 100% of large companies have hired applicants with ad or media agency experience in the past three months. Programmatic advertising is driving the change as it has skyrocketed in popularity: the annual spend is projected to grow from $15.43 billion to $21.55 in 2016 in US alone. In fact, this is one of the reasons why we at Kiosked believe that the advertising ecosystem will be close to fully automated by 2020.

As our infographic from last week clearly demonstrated; media and creative talents are in high demand on the brand marketer side. According to the original Kiosked research, 100% of large companies have hired applicants with ad or media agency experience in the past three months. Programmatic advertising is driving the change as it has skyrocketed in popularity: the annual spend is projected to grow from $15.43 billion to $21.55 in 2016 in US alone. In fact, this is one of the reasons why we at Kiosked believe that the advertising ecosystem will be close to fully automated by 2020.

The shift in the advertising ecosystem demands new skill sets not only from the technical partners, but also from the in-house team. In the olden days, marketers would provide their ad agency with a brief, wait for a few weeks for campaign ideas, and then return for review. All in all, the process from Powerpoint to airing the campaign could take months. Digitalization has rapidly outpaced this dated model. When something relevant happens, brands only have days, or in some cases, hours to react. The real winners of the automation game are the ones who quickly scale up their capabilities in navigating this new landscape. Read on to learn how to get started with building your programmatic dream team.‍

1: Know What You Don’t Know

As a digital marketer, what are things you personally struggle with? Asking this simple question can help you determine which skills you need to add to your team. A seasoned CMO might only need creative hands to execute, while a beginner programmatic marketer could use some help from a digital media specialist.

2: The Right Talent

Over a third of brand-side recruiters value creativity the most when hiring, but how do you get the right kind of creatives on your team? Programmatic is all about creating campaigns that drive results. Top creatives usually find creative integrity and campaign performance equally important, so asking about it acts as a great acid test in an interview situation.

3: Freedom to Flourish

Managing a creative team successfully boils down to two simple points: communicate your needs clearly and give your team the freedom to experiment. Programmatic advertising doesn’t have to be boring, quite on the contrary as targeting different audiences allows for more variety in messaging and testing.

4: Programmatic Does Not Equal Robotic

While going programmatic reduces the number of unnecessary middlemen, you still need a real human to manage, track, and analyze your efforts. That being said, advertising automation will help you reach your objectives and change on-the-fly for higher performing digital campaigns.

5: Partner Up

These days marketers can access a variety of standard and custom solutions through programmatic advertising platforms. Things to look out for: transparency, customer service, and the ability to target ads to the right audience so that they are actually seen by real people.

If you’re getting ready for programmatic, shoot us a note and let’s discuss how Kiosked can make the transition as smooth as possible.

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