“Typically, we’re massive followers of outside promoting. It’s been having a resurgence, or a second. Loads of it’s predicated on the fragmentation of media and the chance to create a tangible presence in a real-world second,” mentioned Eric Perko, CEO of media company Apollo Companions. “Programmatic isn’t completely in step with that since you’re shopping for it fractionally.”
Perko mentioned that whereas programmatic could be helpful for a brand new advertiser to experiment with transit, he can’t see it utterly changing direct.
“It makes loads of sense as a complement to a much bigger purchase,” Perko mentioned. “When given the choice, and assuming the model has a finances to do it, we’d nonetheless… wish to purchase straight.”
