NAPA, CA — Programmatic buying offers a range of opportunities to test creative, placement and ad messaging, says Michelle Butz, Digital Media Manager at Allstate Insurance. “It gives us more insight and flexibility into what we are doing,” she says in this video interview at TubeMogul‘s TubeMogul University customer event.
All State has bought standard pre-roll online video repurposed from TV spots, but is now brainstorming how to make the creative more relevant given the segmentation tools available with audience buying. “There are so many metrics I can look at. I can move things around, change the placement, act and react,” she said.
For more insight into programmatic buying from a marketer, check out this video interview.
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