Programmatic advertising is set to have a massive effect on the industry, having already moved beyond simple ad buy transactions into video and native channels. In anticipation of ad:tech San Francisco 2015 this May, we spoke with Doug Fleming, Director of Programmatic Sales at Hulu. Doug explains the concept of programmatic marketing, best practices, and things to look forward to in the field.
Don’t miss Doug’s ad:tech session, Understanding Programmatic Advertising in 50 Minutes. Our friends at ad:tech are offering AdLibbing readers 20 percent off tickets with code 20ADCOUNSF15. Hope to see you there!
Ad Council: As an expert in the space, can you explain to a layperson the concept of programmatic marketing and how best to use it? What brand is doing it really well?
Doug Fleming: Programmatic marketing is a process automation, that allows marketers the ability to better target and publishers to better serve their inventory. I think you have to look at the automotive industry’s and CPG’s (consumer packaged goods) from a targeting, data attribution standpoint, but I think it will become so ubiquitous that it eventually the “who’s doing it well” will boil down to what it always has; execution. The right message, the right time, the right place. Programmatic channels make that equation so much more real and exciting.
AC: What are Hulu’s best practices around programmatic buying and advertising?
DF: Hulu’s best practices around programmatic buying and advertising are that it is “process automation” and that we allow the nonsensical steps to be removed and provide a vehicle for the advertiser to exercise their data and marry it with our premium content to further strengthen their buy on Hulu.
AC: What are you most excited to see this year in programmatic marketing and at Hulu?
DF: I’m most excited about launching the platform and watching our sales acumen change from demo and GRP (Gross Rating Point, a measure of the size of an advertising campaign) to data! And of course, I’m excited to see what metric will unseat “viewability” as the next must-have!
Doug Fleming is the Director of Programmatic Sales at Hulu where he is responsible for leading Hulu’s efforts within the emerging programmatic environment and designing and developing Hulu’s digital video offerings. Previously, Fleming was a programmatic publisher and video strategist at Prohaska Consulting. Prior to that, he was the Vice President of Digital Sales at USA Today Sports Group where he led the East Coast Multimedia Sales team. He also held a role at ESPN as the Director of Audience Sales where he led the newly created private marketplace sales group overseeing ESPN’s Private Ad Exchange Marketplace. In his role, he created and deployed communication strategy to the advertising marketplace in regards to ESPN’s programmatic strategy. In addition, Fleming has worked in various sales and ad operations roles at ESPN and Walt Disney Internet Group.