The ‘Meta-Platform’: Australia’s Answer To Programmatic Problems

Abstract spherical technology network background.
SHARE
THIS



Many marketers are yet to fully grasp the power of programmatic, but thanks to machine intelligence, a locally-engineered platform has radically simplified this challenge for them…

The digital media landscape is maturing at a rapid rate, and as such, it’s becoming a hell of a lot harder for marketers to navigate their way through.

Couple this with customers’ increasing list of demands, and the pressure is firmly on marketers now more than ever to get some serious bang for their buck through innovation. Their ultimate goal: become more agile.

McKinsey defines agile marketing as “using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.

“At scale, a high-functioning agile marketing organisation can run hundreds of campaigns simultaneously and multiple new ideas every week.”

Programmatic is one such innovation marketers are increasingly embracing to improve their agility. However, adopting and understanding this process is by no means a walk in the park.

Firstly, there’s the dilemma of working out which channels to target and then which of the numerous programmatic platforms marketers need to do so.

DSPs such as Google Marketing Platform, The Trade Desk and DataXu all offer specific benefits to marketers, but as the digital landscape becomes more complex, the reality is that no single platform is the silver bullet.

This means marketers are forced to operate across multiple platforms to deliver on their business objectives. Then there’s the hassle of measuring the performance metrics for each platform to ensure they align with the marketing strategy and KPIs.

Multiple dashboards and spreadsheets will need to be cobbled together to see a snapshot of campaigns – none of which will be in real time.

Then countless hours will be dedicated to optimising each programmatic platform to ensure campaigns are ROI-positive.

And after all this effort, there’s still no guarantee for marketers that their inventory is brand-safe and their ads aren’t being shown on channels that can damage their brand equity.

But what if there was some sort of ‘meta-platform’ that united the full breadth of the digital ecosystem – every DSP, network, platform and publisher? That allowed marketers to run cross-channel, integrated programmatic campaigns at scale and with very little effort?

Well, that’s where Bench comes in.

Born and bred in Australia and powered by machine intelligence, Bench automates the complex workflow, connecting brands with every piece of technology available, and saving hours upon hours of time completing mundane and repeatable tasks.

The all-in-one platform super-simplifies digital campaign management and analysis, providing a unified dashboard for reporting and team management.

Bench graphic

Bench’s omni-channel focus means marketers can engage audiences at every stage of the marketing funnel, with its unique recommendation engine and by enabling rich persona targeting and retargeting.

The software enables marketers to make media buying decisions and plan a digital campaign in just 15 minutes (yes, you read right) using multiple DSPs, with brand-safe inventory guaranteed.

Bench’s mix of science and creativity is empowering people to work smarter – not harder. It means marketers can focus on the things that matter: diving deeper to find customers and achieve business outcomes at a faster rate.

Ultimately, it’s how quickly marketers adapt their decision-making in this multi-platform landscape that will define the future of digital media.

Please login with linkedin to comment

Bench meta-platform Programmatic

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]