Robert Lennon from PaperG: Real-time targeting, data and creative are redefining advertising

Robert Lennon, Senior Product Marketing Manager at PaperG, explained the keys to increase programmatic marketing campaign ROI. PaperG is a creative platform for handling online advertising, which has specialized in programmatic investment. According to Magna Global, in 2015 alone, US$21 billion were spent on the programmatic ad buying, and advertisers are feeling pressure to justify the costs. “My first advice is to not just race to the bottom. Many marketers view programmatic as a simple way to buy cheap inventory. But we must see the bigger opportunity. Programmatic allows you to communicate in paid media in unprecedented ways. Real-time targeting, data and creative are redefining advertising” explained Lennon. The Manager pointed out that the relation between the media and the creative departments should be closer when programmatic is involved. “Media folks, you need to inspire your creative counterparts. Talk about the finer details of audience segmentation. Ask how the stories in each ad might change by audience. Share performance data with the creatives” he added. “We must create tailor-made messages for the consumer that allow us to identify programmatic marketing” suggested Lennon. “There is a big misunderstanding with all the data we have. We must use it to develop insights to guide the marketing strategy.”Lennon recommends keeping creative pieces fresh, respecting their life cycle and learning from their mistakes amidst such a complex scenario.