CHICAGO — So-called “programmatic” online ad-buying technology may help advertisers eliminate waste by targeting specific users, but the best campaigns include a blend of programmatic and conventional, according to one advertising executive.

“The combination of experiential marketing and addressable marketing is where you find the real sweet spot and the best ROI in your marketing campaigns,” Chris Paul, GM of Publicis and VivaKi’s Audience On-Demand (AOD) programmatic unit, tells Beet.TV in this video interview.

Paul told us the ad-buying process “should get significantly better” thanks to the new programmatic techniques. “Folks coming in to this industry and getting introduced to it for the first time are spending most of their time reconciling invoices and dealing with billing. It’s a major time suck and takes time away from folks who have a lot of creative ideas.

“If we can limit — and nearly eliminate in many cases — the time they spend on individual insertion order and campaign reconciliations … that leaves them free to focus on that experiential piece.”

Publicis and VivaKi launched AOD in 2008, comparable with WPP’s own in-house programmatic platform, Xaxis. We interviewed Paul earlier this month at the Beet.TV programmatic video advertising summit.