Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past webinars and other events.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Why Bring Programmatic to Traditional TV, OOH and Audio?

An interview with:
Amanda Martin
Director of Enterprise Partnerships
Goodway Group
https://goodwaygroup.com/

Programmatic is now the primary mechanism for buying digital display ads in the US, and this form of automation is increasingly being extended to traditional channels such as TV, audio and out-of home (OOH).

eMarketer’s Lauren Fisher recently spoke with Amanda Martin, director of enterprise partnerships at buy-side digital partner Goodway Group about why it’s a no-brainer for programmatic buyers to bring these historically traditional media channels under the broader automation umbrella.

eMarketer:

What advantages does programmatic offer beyond digital display?

Amanda Martin:

What [programmatic] offers is a centralized approach where media buyers aren’t just working in silos anymore. The promise of this type of a centralized approach to programmatic buying is a more holistic picture of your plan. It offers the ability to go from a more branded approach to a more audience-first model where you can look to reach the correct audience vs. hope that your message gets through.

eMarketer:

Does buying come from the performance side, brand side or both?

Amanda Martin:

It’s both. What buyers are seeing is that audience factor. The traditional ways of buying don’t necessarily allow them to get granular enough in comparison to what programmatic offers.

In some cases, you have your "digital" folks who are driving programmatic audio. But then you also have the buckets of traditional buyers who are looking to keep ownership of their expertise. They’re not willing to sit back and just pass everything over to digital. They’re looking to expand how they’re defined and how they buy.

Interview conducted on August 2, 2018