WASHINGTON, D.C.-Matt Prohaska disagrees with the stereotype of political campaign teams being behind the curve of cutting-edge audience targeting strategies and tactics. “That is far from reality,” the CEO and Principal of Prohaska Consulting said earlier this month in an interview at the Beet.TV summit on politics and advertising.
One reason campaigns need to be on the leading edge of things like programmatic advertising is that they’re not just plotting one consumer life cycle, wherein consumers go from one type of automobile to another.
“This is your own personal beliefs and value sets, what your own behavior dictates about you and what you stand for, and how and when you should be addressed with certain things,” he said of political messaging. “The political category is one that’s leading the most on the buy side by recognizing that we can tie all this together and tell a more powerful story, optimize our dollars and, frankly our teams a lot better.”
Prohaska sees the “next wave” of programmatic as characterized by improved customer relationship management and greater use of native content for enhanced story telling, starting with the 2018 election cycle. This will involve bringing in “creative assets and talent ahead of the curve so you’re not just dropping four different video assets or TV assets or mobile web assets for all of the 12,000 ways you can target,” said Prohaska.
Asked about the value of private marketplace deals, he pointed to several distinctions for which publishers should strive. It starts with product differentiation and being able to offer something that isn’t already available via any number of open auctions. A winning PMP strategy also involves first party data, “real differentiation around segments, positioning, acknowledgement of getting personal placement and combining brand with audience so you have contextual relevance,” said Prohaska.
Supply-side platforms also need to up their game by becoming truly integrated, full-service platforms for publishers. “It doesn’t make sense to have eight different desktop and mobile web SSP’s in the United States going after the same inventory much longer,” he said.