Unprecedented Times? They're Here - for Real.
Unprecedented Times? They're Here - for Real.
24/02/14, 22:00
'Unprecedented times', 'this has never happened before' - phrases that have entered everyday parlance. But, are they accurate?
From pandemics to fluctuating economies - the reality is all of these things have happened before. But, there is something happening right now that has never ever happened before. That's right - it's programmatic advertising - throw the charts away, this is new world advertising.
We have never been able to advertise to who we want to, when we want to, and how we want to. It's not just on phones, programmatic DOOH screens can change the feed based on data of who'll likely be viewing the board - hot day? Ice-cream ad, lots of traffic in the afternoon - public transport ads. With the power of connected TV, this is going to be the case in your living room as well. This is a far cry from the world of spray and pray advertising that we've been accustomed to since... forever.
So everything is different, we get it, but so what? The big fish here is that marketing budgets do not need, and even should not, be determined at the start of a brand's financial cycle. This new world advertising has instant feedback on the success of your media spend, which means you should be adjusting your budgets just as fluidly. So budgets should be changing all the time, not set.
Now let's go a level deeper - if budgets are changing all the time, how am I supposed to manage my overheads? Now for the bigger fish (there is always one), agencies should be able to adjust the size of their teams in an instant to match fluid budgets. Sure, retainers still exist, but very soon the word 'retainer' will be a relic, replaced with talent pools and flexible teams.
Wanna know how talent pools and flexible teams work? You've come to the right place! See how Stratia works on the link below and you'll find out!