‘Programmatic’ Goes the World - Media Buying Is Audience Buying
I'll be looking forward to The Winterberry Group's Bruce Biegel, in his annual address to the Direct Marketing Club of New York on January 8, where he'll detail a media recap of 2014—and for the first time projections for 2015—on total media spend, direct marketing media spend, and digital media spend—and the drivers (and inhibitors) of each category.
Who better knows audience engagement than traditional direct marketers? The sooner we can put direct marketers in charge of the programmatic exchanges, the better for all of advertising—and for the audience-brand interactions that will surely follow. Time for retraining!