Why highly targeted, programmatic advertising is a no-brainer for this adtech chief

Programmatic advertising is the future, says this creative management platform chief

If your marketing is intrusive, you will not exist moving forward.

This is the advice from Bonzai CEO, Rahul Pandey, who was visiting Sydney last week. Pandey said the future of marketing is highly targeted, highly impactful, programmatic at scale, and the real challenge will be consumers’ shrinking attention spans.

“The future belongs to programmatic. I think 80 per cent of the buying future is going to be programmatic and Australia is definitely taking the leap in that direction,” Pandey told CMO. "You have to be personalised and targeted because if you are intrusive in the future, you will not exist. Communications with consumers need to be limited, but relevant, so the audience wants to engage with you."

Founded in 2011, Bonzai is a self-serve creative management platform that aims to allow marketers, agencies and publishers to create, distribute and optimise data-driven digital experiences, at scale, while enabling the creation of programmatic, display, video and native creatives. The company recently partnered with PubMatic, and also launched a 360-degree immersive capability, PhotoSphere, within its creative advertising platform.

“We’ve enabled high-impact formats, integrated, delivered and available through the programmatic route. Historically, high impact format was limited to a couple of publishers, or only available to some media resellers. We’ve been working on making this available at scale and in a programmatic environment, to everyone. I am a strong believer of programmatic, and of a safe, trusted high impact environment,” Pandey said.

“We have so much data available now, the real challenge lies in the attention span of people. It’s so short; literally seconds. Brands have a real challenge now in how to get that real moment of engagement and then expand engagement time.

“Personalisation plays a vital role in this, because a consumer is always asking ‘if it’s not for me, why should I pay it any attention?’ That’s where entire ecosystem is evolving now.

“You must use data with creative on a real-time basis to create personalisation, and then take it even further to an ever-more individual level. This is where creatives are going and that’s where it’s making an impact. Creative that is relevant is where that engagement starts.”

Due to this, Pandey said, the somewhat recently overlooked role of the creative, will become more important.

“Traditionally, the journey of any marketing activity started with the creative and I think we’ll come back to that creative now because it’s so important, particularly the personalisation of the creative," he said. 

“We must always be asking: How do we make creative more impactful, engaging and relevant to the consumer? We are looking at a close integration between first and third party data, and that’s where the creative is becoming more personalised and on the fly – this is where our energy is focused.

"The high-impact advertising formats we’ve launched are getting a lot of interest. This is where the product launch journey starts, it aims to create impact before you even move onto the next stage of a launch. We are building the technology to the next level and serving it at scale in the programmatic space."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great article!

Daniel Dan

What robotic process automation can do for marketers

Read more

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in