We run mainly paid social and search, and will be expanding to programmatic (DV360, Amazon DSP, TTD). We have a very experienced programmatic team, well versed across the 3 DSPs, so that’s not an issue. I have 10 years experience in programmattic, but have always been siloed off from the bigger picture (i.e. how all channels work together).
I’ve been tasked with building a playbook / narrative / use case for why brands should invest in programmatic on top of social / search. In other words, how can programmatic bring incremental performance or reach.
So what are the main use cases you pitch to clients?
The branding play looks quite obvious (CTV, YouTube, audio), but seems quite disconnected from social media/ search. How do you tie it together?
For performance I thought of retargeting landing page visitors via floodlights (we have CM360). But this seems like quite a limited value add (tell me if I’m wrong) that will end up raising questions (mostly post-view conversion in prog vs post-click on social/search).
Any other tactics or overall strategy I’m missing?