Programmatic – Today’s Vocabulary Word in Media and Marketing


1. of the nature of or according to a program, schedule, or method.
“a programmatic approach to change”

A few days ago, I started shopping for some professional video lighting solutions. I checked out eBay, Amazon and B&H Photo. Immediately thereafter, the shade of display advertising that I see on other unrelated Websites and social media picked up the beat and started showing me numerous ads for, you guessed it!  …professional video lighting solutions.

Personal advertising of the future in the year 2054, as predicted in Steven Spielberg’s 2002 hit film Minority Report, has arrived 40 years earlier than expected. Programmatic data acquisition provides the threads that can be used to connect numerous portions of my virtual identity to: marketing suggestions in targeted display advertising,  prompts for a like on Facebook, providing me with relevant coupons, offering me ticket reservations for a  movie or a concert or asking me to book a test drive at my local auto dealership.

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For $1,495 plus travel expenses you can try to comprehend the shift at PROGRAMMATIC I/O on March 24, 2014 in San Francisco. In a single day, more than 30 expert speakers plan to cover the latest trends in programmatic media and marketing, including: Evolution of Ad Exchanges, Real-time bidding (RTB), Retargeting, Video, Private Exchanges and Marketplaces, Mobile and Tablet, Connected TV, eCommerce, Data Management, Data Visualization, Attribution, Viewability, Analytics and Insights, User Experience (UX) and more.

What would a small business owner do besides dropping $2-3K on a one-day trip to the West Coast? I prefer to research, experiment and buy a few good books…

You can start by creating your own loyalty groups and then reward them.

loyalty-leap“Customers can only be acquired, churned, and reactivated so many times before they tire of your brand,” says author Bryan Pearson. “There is a proven marketing equation in which customers willingly share information with you in the expectation of being better served and valued during future transactions. Capitaliz­ing on that equation is our business responsibility.”

As Bryan Pearson explains in his book, it comes down to using the customer information you have to change the way you manage your business.

A recent SocialBakers study found that “61.7% of brands’ social media strategies are focused on customer acquisition, while only 28.9% are focused on customer care.” There’s a huge disconnect here.

Are you collecting customer data? Do you have a mailing list? Have you set up an email data management program?  Service providers like Constant Contact not only allow you to manage subscribers and send email, they also allow you to expand the data fields you collect and then reach out to specific targeted groups.

“The key to making The Loyalty Leap is shifting your company’s focus away from products or services and instead putting people (customers and employees) at the heart of your purpose. Bryan Pearson walks us through this intriguing journey, drawing on firsthand stories and behind-the-scenes anecdotes that illustrate how everyday data can build emotional loyalty.” — Chester Elton, author of The Carrot Principle

Happy Birthday Monster-Baby! YouTube Growth Doubles in Less Than a Year!

At 5-years of age, YouTube’s growth curve is more like a moon-launch and network TV may one day be just as nostalgic a memory.

Most of my clients are quite ill-informed when I ask them, “What is the second most popular search engine, right behind Google?” They seem incredulous when I reply,” It’s YouTube.”

Here’s the first video ever posted on YouTube, seen more than 2.5  million times in 5 years.

Today, as a birthday salute, the BBC reports the following YouTube statistics…

  • December 2005 8 million videos watched a day
  • January 2008 10 hours of video uploaded every minute
  • October 2009 1 billion views per day
  • March 2010 24 hours of video uploaded every minute
  • May 2010…

YouTube hits 2bn daily downloads reports the BBC’s Maggie Shiels. She explains that TV remains in comparatively good shape when you compare average time spent on YouTube at 15 minutes vs TV’s 5 hours per day.

But, 15 minutes a day spent on any one Web site is quite a different story, one only out-performed by Facebook, currently clocking in at 55 minutes of average user-time per day. There are a wealth of statistics that demonstrate that video improves conversion rates, decreases returns, improves search optimization and even increases open-rates when embedded in e-mail!

We incorporate video production into all of our current client’s Web-marketing campaigns and the proof keeps coming in that having a broad social footprint – one that includes video – is key to reaching your audience. Does your marketing plan include having a YouTube Channel?


eCommerce Video Drives Conversion, Sales and Traffic While Reducing Returns reports on a wealth of documentedc statistics like…
Internet Retailer reports that visitors who view product videos are 85% more likely to buy than visitors who do not, based on results. (Internet Retailer, April 2010)

Videos embedded in email can grab attention or cause deliverability problems and rendering nightmares. Most marketers believe the latter, but a few say their data speak otherwise. See how in 2008, a marketer increased conversions more than 50% by embedding video in emails. Includes deliverability and subject line test data. Plus, what’s the best video length to use.

Microblogging in 140 Characters Leads to 4-Second Microvideos with

“With ROBOTO you record short video clips reflecting your current mood and status, and they accompany your status text wherever you send it!”

In May, 2009, Particle, the San Francisco based start-up funded by Justin Timberlake, launched – a 4-second video  application that allows mobile device or Web cam users to upload and simultaneously post video snippets to their social networks. Twitter, facebook, flickr and other useful sites are all in one place and you can publish to all of them at the same time.

Mobile users not only get to see the faces of all the people in their address books, they get a mini-video of what they are up to!

TechCrunch explains, “The site also prominently features a spot for a ‘video avatar’ – a brief video clip that’s meant to take the place of traditional emoticons or static photos, which you can broadcast to a number of popular online services. It’s a neat concept, reminiscent of the moving photographs from Harry Potter.”

The Features Blog at: provided the following means of adding an ever-changing video status widget to your site or blog: “Just cut and paste the embed code from your share ‘Share my Face‘ page and you’re done. It automatically displays updates to displaying your latest. If you dare, you can also make some tweaks to the code settings and customize it to your needs and desires.”

By default the size is set to a 288 pixel square. You can change the size of the badge by changing this variable to whatever pixel size you wish. There are a total of four instances of this in the code that would need to be changed.
By default we have a 7px border. Simply change the 7px to 0px in order to remove the border. Simply change the color from black to another HTML color like pink or lightblue if you don’t like the dark gray.
By default we loop the video status playback endlessly. If you think this will be too annoying on your page, you can turn off the looping and have it only play once after the page loads. Mousing over it will play it. To do this, simply look for the &loop=1 bit in the code and change it to &loop=0. There are two instances of this in the code that would need to be changed.
By default we also display the status message text over the video. If you prefer to not display this, simply look for the &hideBlerb=0 bit in the code and change it to &hideBlerb=1. There are two instances of this in the code that would need to be changed.