By Edo Povel – Managing Director, Amsterdam
The Coach of the Dutch World Cup football team, Louis van Gaal, brought his team to 3rd place, against all odds and expectations. Not a single match was lost in official or extended playtime. Why? It’s because the best teams, not the best player, win championships. Programmatic advertising is no different.
If you followed the World Cup, chances are you have heard about Coach van Gaal’s exceptional approach, referred to as the “Method van Gaal.” The method shows interesting parallels to media, especially for demanding advertisers.
The basis of the Method van Gaal is to rule out the possibility of luck by analyzing what is best for the team and building a fact-based strategy. There are many great technologies available all battling for the attention of the advertiser, but it is very rare that we see them in action as a team. Advertising processes, such as collecting data and real-time media buying, are often completely separated.
First, the result is that the majority of data collected is stale by the time it is ready to be activated. It is not unusual for data, sourced from a wide variety of digital touch points (and not just an advertiser’s website), to be more than four weeks old; thereby making real-time “intent” a challenge for advertisers to achieve.
Second, all the effort in collecting data has limited usefulness if we cannot connect data to media. Programmatic advertising gives advertisers intelligence about their audiences, but the vast majority on the demand side platform market, are unable to connect that intelligence to media in real time. An agency trading desk shared with me the other day that in their experience, match rates of data to delivery is commonly as low as 8 - 12%, meaning that for a staggering 9 out of 10 impressions, data cannot be matched to those audiences.
Considering intelligence and activation as a team: never separate intelligence from activation, should be one of the guiding principles for any demanding advertiser. Bolting intelligence collected in data management platforms and activation through demand side platforms lets advertisers connect with audiences as they raise their hands across digital media. At the same time match rates increase to 60%+, letting advertisers reach more of their next customers.
As Louis van Gaal eliminated luck and proved that it’s not the best players, but the best team that win, advertising teams win by connecting intelligence to activation.
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