When talking about programmatic, many executives of the main advertisers in Peru are unaware that it is a process of advertising in digital media, more segmented and measurable, which generates a huge reduction in advertising spending. In the country, in the last five years the average percentage of advertising programmatic purchase has been 22%, according to the latest investment report from IAB Peru.
This data indicates that, for the country, it will be one of the great areas of growth in the coming years together with investment in digital advertising.
In January 2022, the Interactive Advertising Bureau (IAB), the world’s leading body representing the online advertising industry, announced through its office in Peru (IAB Peru), that investment in digital advertising grew 77% compared to 2020, going from US$140,000 million to US$249,000 million at the end of 2021.
Likewise, the purchase of advertising through programmatic in 2021 was 15%, that is, a little more than US$ 37,000 million, the product of a sustained work of continuous promotion and with an industry in frank growth in the region.
Meanwhile, Matías Medina, a programmatic specialist in Latin America for Google, points out that this alternative allows more precision and attracts users.
“With programmatic we started talking about audience purchases, which allows us to precisely control the frequency to capture users who need it, as well as new users.”, Medina mentions.
What is programmatic?
Programmatic is a process by which companies can advertise on digital media such as websites, apps, connected television, digital public screens, radio, among others.
Unlike current digital advertising, the programmatic one proposes the control of the unified advertising purchase with the desired frequency, which makes it more efficient and reduces overexposure, in addition to allowing to obtain metrics and reports of reach of both unique users and of duplicates.
It should be noted that currently, 90% of display advertising in the US is programmatic, while in the UK, France, Germany and Spain it is between 70% and 40%.
Programmatic: precise audience and continuous improvement
The great challenge of a digital marketing strategy is knowing how to convert unstructured data into actionable and highly relevant information that is traceable and attributable to economic income.
Esteban Renaud from Matterkind Latin America, pointed out the three relevant characteristics in the use of programmatic:
“The programmatic focuses on audiences of high individual value and finds similar objectives based on their profiles, optimizes commercial investment with a focus on sales, conversion, market share and other business metrics and finally; It is a process that allows continuous improvement in the formulation of messages, the use of channels, among others.Renaud said.
New professional profile
On the other hand, companies are currently looking for candidates who know how to function in this environment, which is known as a “programmatic trader” (programmatic purchase manager). This position appears, for the first time, on a map of the most in-demand professions in the digital world, according to data from the ISDI Business School.
In Peru, the 2022 IAB Peru Professional Graduate Profile Report shows that 66% of its associates consider the management of advertising investment as part of the basic knowledge of professionals graduated from advertising and digital marketing careers.
