SAN FRANCISCO — Programmatic buying lets agencies more efficiently execute against KPIS and also helps brands to evolve them, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV.
One of the biggest benefits of the programmatic model is that it allows some play with KPIs. “We are not limited by the same KPIs. We can be more efficient with our money and our planning. Our planners and strategists can experiment across a different KPI in a way that doesn’t necessarily blow through the budget,” he says in this interview. That’s because programmatic buying brings in new systems, data and cost parameters that didn’t exist before. “We can do things at a more efficient level so clients have more of an appetite now to make those experiments,” he says. Universal McCann has said that it expects to devote 50% of its budget to programmatic in the next few years. MagnaGlobal has said that programmatic buying in the U.S. was on pace to reach $10.5 billion by 2017.
We interviewed Colvin at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.