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.