Dive Brief:
- Clorox is going big into programmatic advertising spending three times more in 2015 over 2014, representing around 50% of its digital ad budget.
- Within the digital ad world programmatic ads are seen as more prone to issues around fraud, viewability and transparency.
- Clorox’s CMO said “programmatic media has enormous potential” and that the company has confidence in the marketing tech.
Dive Insight:
A lot of ad dollars are going into programmatic, and Clorox is really ramping up its programmatic ad spending three times this year over last year making programmatic ads around half of its total digital advertising budget for this year.
Clorox CMO Eric Reynolds told The Wall Street Journal, “Programmatic media has enormous potential … I’d say our mix today reflects our confidence in it. We could imagine our investment in it increasing.”
This increase in programmatic comes at a time where industry insiders view the ad technology as particularly susceptible to challenges such as fraud, viewability and transparency. In a marketing world full of trackable and measurable campaigns, programmatic ads are one area where it can be difficult for marketers to truly understand the value received from those campaigns because of the challenges inherent to the technology. Reynolds added, “We’re well aware of the issues around ad fraud and viewability, but we are now getting comfortable with ways to make sure our ads are being viewed by humans and are viewable. The value for us as a marketer is impressive, so it’s worth going through these challenges.”
Clorox is using programmatic tech to buy display and video ads for both desktop and mobile.
