Programmatic promises to transform the way we buy media by providing the technology and data to target audiences and run faster, smarter, and more efficient campaigns. But some old habits die hard: many teams continue to replicate old IO-based workflows even in a programmatic environment, forgoing many of the benefits that these new tools offer. No where is this more obvious than in the persistence of “programmatic guaranteed” media, where marketers forgo data in favor of impression-based goals.

In the era where brands are going direct to consumer, and using digital platforms to sell products and services besides building communities, reputation and positioning of brands plays a crucial role in the acceptability among audiences.

How to Drive Ad Success in our New Attention Economy

Whether we like it or not, we are living in the “Attention Economy” - with 90% of Americans online and most of us glued to our phones, brands must increasingly fight for user attention in a saturated marketplace. How can marketers produce effective ads to drive sales? It’s true that high-impact media formats can increase attention and brand recall, but how do we take this to the next level? And what does that look like?