In the ANA’s release announcing the results, a handful of quotes were provided “from some members who voted for programmatic as the ANA 2014 marketing word of the year.” Some were hot takes, some had merit and several rehashed tired complaints.
Let’s break down some of those quotes:
- “This is the year that we woke up to the potential of programmatic, and it became the biggest buzzword in the industry.”
- “It is everywhere and will eventually be the only way media gets bought until the next big advance.”
Also, if you find out what that "next big advance" is before it’s big, let me know.
- “It has been the focus of every meeting and every conference I have attended, even the ones it wasn’t the focus of.”
- “It is the least understood but most used word in marketing. Nobody can define it but everyone wants it.”
- "Programmatic was one of the most used words in marketing this year, as marketers sought out more efficient and effective ways to purchase digital media.”
- “Everyone is talking about it, trying to see how to measure it, implement and/or define it. But few people get it or do it.”
- “This is an unstoppable sea change for all media, including TV. I predict that, in short order, 80 percent of all media -- not just digital media -- will be traded programmatically.”
- “Programmatic has as many positive connotations as it does negative ones. It is clearly the future of strategic and media planning, but there’s still a lot of uncertainty in what the present and future holds.”
by Tyler Loechner