Company Announcement - What is programmatic media buying? It is a good question that many South African brand managers aren’t yet fully able to answer. One of the myths is that it is just about real-time bidding. Says Craig Utermark, CEO of digital media management agency Atmosphere Orange: “We still have a distance to go on the local learning curve and that is where we want to make a difference. One of the common misconceptions about programmatic is that its function is merely a way to achieve a low cost-per-click and/or cost per thousand.

In order to bring understanding to the benefits of programmatic media buying, Atmosphere Orange is offering South African brand managers a complementary insights session on its powerful deliverables for their brand. Atmosphere Orange is one of the first digital media management companies to have adopted programmatic marketing in the South African market. With a deep understanding of the technology and some of the most efficient and skilled staff working with the latest technologies in the field, they provide tailored micro-solutions to the local market. “In the global market, total spend on digital media as a percentage of media budget sits at between 25-30%. South African spend, as a percentage of media budget, sits at 4, 5%. There is huge potential just waiting to be grasped and we want to inform brand managers on how best to get on board and assist them to bridge that gap in the most effective way.”

“Programmatic is an approach, a way of thinking which has the power to really cement a brands position in a market. We want to demonstrate to brand managers how they can talk more directly to their target customer across any device for more efficient reach that will deliver a strong return on the brand’s media investment. Just one of its many benefits is that at the end of the curve, it brings accountability for brands spend and meets the CFO’s business goals.” Using data intelligence, Atmosphere Orange’s campaign management targets individual segments and builds custom segments around the brands commercial key performance indicators (KPI’s). Continuous evaluation of a customer’s profile of ‘what, when and why’, means the brand is able to continuously tailor its creative to directly meet the potential customer’s profile. The learning process that occurs from customer behaviour profiling and analytics is the strongest tool in the programmatic box and the longer the campaign runs the more accurate the targeting becomes. In the process, the customer benefits through increased relevance, connection to, and understanding of the brand. The brand benefits from a return on investment and reduced wastage on spend. “We work with creative teams in a very inclusive process where we get involved with a product and the creative from the start.

This process allows for creative testing based on media intelligence for a particular market, which ultimately drives precise creative development. Coupled to a supply structure, which gives us 95% coverage of the sub-Saharan African market, across the four pillars of mobile, online, search and attribution modelling, we are able to effectively develop brand awareness, generate inbound traffic and drive product adoption.”

On booking a personalised, and complementary, insights session, brand managers will learn:

• The difference between RTB and Programmatic
• Gain an overview of the programmatic eco-system
• Understand the benefits and shortfalls of programmatic digital marketing
• Identify the relationship between technology and media behind programmatic marketing and why it works and,
• Learn how to implement programmatic with actual South African case studies.

To book a complementary session in Cape Town, Johannesburg or Durban, brand custodians are invited to visit www.atmosphereorange.co.za or contact Craig Utermark or Andre Britz on T: (021) 680 5324.