Genius media placement or programmatic stumble?

A National Australia Bank (NAB) ad runs alongside a story of a regulator’s enquiry into a competitor (CBA). Is this taking advantage of a competitor’s misfortune and therefore genius media placement, or is the regulator’s announcement bad for the banking category and therefore, the NAB placement more likely to be a programmatic stumble?

When programmatic buying entered marketers’ vernacular, brands unwittingly drifted into a new danger zone. In its crudest form, programmatic buying is distressed media inventory, packaged into saleable lots, tied up with a bow and everyone’s a winner. But, for every action there is a reaction, and for programmatic buying there is brand safety. The risk of relinquishing control of your brand’s surroundings is the hidden cost of programmatic buying.

Read more from Ken Roberts on LinkedIn Pulse.

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