PRPETM

Industry Overview

  • Media and marketing executives are contending with profound changes in customer attitudes, consumer and business buyer behavior, the speed of technological innovation, and extreme media and marketing product/service vendor proliferation and consolidation.
  • There may be no faster growing, more dynamic nor more labyrinthine set of product-markets than those that make up the new discipline known as Programmatic Resource Planning (PRP).
  • Chief among these is the confluence of Marketing Technology (MarTech) and Advertising Technology(AdTech). Included in both of these disciplines is the migration to automation and audience data-driven algorithmic approaches known as Programmatic Resource Planning.
  • Industry analysts predict that by 2023 publishers, marketers and those that enable them will invest $100B+ annually (up from $30B+ today) in Media and Marketing Automation and Operations (MadTech=Ad Tech + Mar Tech) to produce more revenue and insight while reducing operating costs and headcount. Externally-provided technology-enabled services that support this market are expected to be at least 5% of annual budgets($5B in 2023).
  • Organizations invest in Programmatic Media and Marketing Automation and Operations (Ad Tech + Mar Tech) to produce more revenue, profit and insight while reducing operating costs and headcount.

Programmatic Resource Planning is the discipline of architecting, managing and optimizing these investments.

  • Programmatic Resource Planning creates value by making media- and marketing-related processes that would otherwise have been performed manually or by discrete software more efficient, effective, and makes new insight, products/services, and processes possible.
  • Programmatic Resource Planning and Execution (PRPETM) includes the definition, scheduling, segmentation, valuation, purchase/sale, monetization, delivery, tracking, optimization, and payment/collection of paid, owned and earned media and marketing-related data and campaigns.
  • When specified and deployed correctly and supported by the right resources organized optimally, these tools and processes offer clients (media companies, agencies, marketers and their suppliers) greater efficiency and effectiveness, thus improving the likelihood of achieving their business goals and objectives.
  • In effect, both the supply-side and demand-side of the media and marketing industry are engaged in a very expensive, protracted arms race in which until greater commoditization, innovation and information diffusion, and specific training can take place, each market participant will continue to need the help of external, domain-specific professionals.
  • There are insufficient proven, relevant professionals and teams available to marketers, publishers, agencies and data/technology vendors to meet the end-to-end challenges of evaluating, planning, deploying, and optimizing modern Programmatic Resource Planning (“PRP”) tools. iSOCRATES is the only independent, professional end-to-end services resource devoted to the PRP industry.
  • iSOCRATES has developed end-to-end training, process maps and related evaluation and operations modules to define, capture and manage day-to-day the business opportunity offered by this emerging multidisciplinary, multifunctional business category, one that mirrors the challenges and transformational opportunities industry and the industry has experienced in enterprise resources planning (“ERP”) and in electronic trading markets.
  • There is a clear opportunity to build organically and by acquisition the leading independent global end-to-end specialty technology-enabled services brand in this space.

The Seeds of Programmatic Resource Planning and Execution (PRPE)

 

The Five Seeds defined:

  1. Known as “Ad Tech”, Advertising Technology is the different types of analytics and software-enabled business tools used in digital advertising, including extensive and complex systems used to plan, purchase, deliver, measure, and optimize advertising to individuals, devices, households, and locations.
  2. Known as “Mar Tech”, Marketing Technology is composed of the tools, products and platforms used by sales and marketing organizations to orchestrate and deliver commercial messages to target audiences to achieve intended outcomes.
  3. Auction-based Electronic Trading is a dynamic form of media trading where the price of ad inventory for current or future delivery is determined in real time by competing algorithmically-generated electronic bids. Buyers are able to bid from a floor price with the bid going to the highest bidder.
  4. Known as “ERP”, Enterprise Resource Planning is a system of business process management software that enables an organization or supply/demand chain to use a system of integrated applications, products and platforms to automate many, if not most, repetitive or logic-based functions.
  5. Programmatic Marketing is the orchestration of customer and business partner experiences and managed outcomes employing the automated integration of: data, technology, content,  paid/owned/earned media, measurement/analytics, and optimization.

Primary Benefits of Programmatic

Programmatic Resource Planning and Execution creates value for its stakeholders by making media- and marketing-related processes that would otherwise have been performed manually or by discrete software more efficient, effective, and makes new insight, products/services, and processes possible. When specified and deployed correctly and supported by the right resources organized optimally, these tools and processes offer clients (media companies, agencies, marketers, and their suppliers) greater efficiency and effectiveness, thus improving the likelihood of achieving their business goals and objectives.

The benefits of Programmatic for media and marketing companies and those that serve them include:

  • Improved efficiency
    • Using audience targeting data and continuous optimization, serve the right messages to the right audience in the right media channels with the most appropriate ad inventory to the greatest effect at the right price, increasing chances for impact and conversions while spending less on ineffective advertising. For media sellers, there is no more cost-effective way to monetize and maximize the value of engaged audiences and ad inventory than using automation tools and marketplaces to improve liquidity and yield. For both buyer and seller, Programmatic offers greater value chain transparency that leads to less waste and improved ROI.
  • Greater and smarter reach
    • The Programmatic ecosystem dramatically improves audience and market ad inventory access for buyers and sellers in each media channel and across channels both on a forward and real-time basis.  Nearly all publishers participate in the programmatic space, making it easy for advertisers to reach their audiences. Access more ad inventory and more and different kinds of media buyers.  Most advertisers and/or their agencies now use automation tools to access local, national, and global programmatic inventory 24/7/365.
  • Increased effectiveness
    • Programmatic creates granularity from which speed-to-actionable insight is more attainable and at reasonable expense. This use of Big Data enables better impact measurement, attribution modeling and yield management to drive enhanced campaign performance. There is abundant proof that media and marketing integration and the use of automation improves the success of single and omnichannel campaigns when buying or selling.
  • Improved User Experience
    • Reaching the right audience with the right, relevant messages and experience at the right time and in the best way increases customer satisfaction and reduces customer and audience churn.
  • Better Media Investment Allocation
    • Combining the above best practices with advanced reporting and analytics and integrated optimization generates continuous improvements, campaign comparability, and omnichannel scale and yield opportunities

Programmatic Resource Planning Challenges

In effect, both the supply-side and demand-side of the industry are engaged in a very expensive, protracted arms race in which until greater commoditization, innovation and information diffusion, and specific training can take place, each market participant will continue to need the help of external, domain-specific professionals. There are insufficient proven, relevant professionals and teams available to marketers, publishers, agencies and data/technology vendors to meet the end-to-end challenges of evaluating, planning, deploying, and optimizing Programmatic Resource Planning and Execution (“PRPE”) tools. iSOCRATES is the only independent, professional end-to-end technology-enabled services provider devoted to PRPE. iSOCRATES has developed end-to-end process maps and related modules to define and capture the business opportunity offered by this emerging multidisciplinary, multifunctional business category, one that mirrors the challenges and transformational opportunities industry and the industry has experienced in enterprise resources planning (“ERP”) and in electronic trading markets.

Value Creation

Programmatic Resource Planning and Execution creates value by making media- and marketing-related processes that would otherwise have been performed manually or by discrete software more efficient, effective, and makes new insight, products/services, and processes possible. When specified and deployed correctly and supported by the right resources organized optimally, these tools and processes offer clients (media companies, agencies, marketers, and their suppliers) greater efficiency and effectiveness, thus improving the likelihood of achieving their business goals and objectives. The benefits of Programmatic for media and marketing companies and those that serve them include:

  • Achieving Greater Efficiency
    • Better audience targeting, performance attribution and greater value chain transparency leads to less waste and improved ROI for both buyer and seller.
  • Improved User Experience
    • Reaching the right audience with the right messages and experience at the right time and in the best way increases customer satisfaction and reduces customer and audience churn.
  • Better Media Investment Allocation
    • Combining the above best practices with advanced reporting and analytics and integrated optimization generates continuous improvements, campaign comparability, and omnichannel scale and yield opportunities
  • Access to Greater and Better Reach
    • Programmatic ecosystem dramatically improves audience and market ad inventory access for buyers and sellers in each media channel and across channels both on a forward and real-time basis.
  • Increased Media and Marketing Effectiveness
    • Programmatic Resource Planning and Execution delivers improved granularity and speed-to-actionable insight drives enhanced, measureable campaign performance and overall impact.
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