Hasta La Creative!

The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.

Amid all the euphoria, an important question has emerged: how to measure the effectiveness of programmatically bought brand advertising. This is fairly straightforward for direct-response advertising — the same activity-based measures employed for years (click-throughs, views, etc.) still apply, and programmatic platforms and trading desks have done a fantastic job of seamlessly integrating them into a marketer’s workflow.

But brand advertising is more complicated, as the traditional measures of effectiveness (campaign reach, resonance, and reaction) requires more manual involvement in establishing and interpreting the results — all of which can counteract the efficiencies that programmatic buying offers in the first place.

Continue reading at AdAge.com