How programmatic marketing addresses important issues facing advertisers

How programmatic marketing addresses important issues facing advertisers

A piece by Sam Thompson, Head of Media and Partnerships at Bench


As we know, when there is uncertainty, we tend to fall back on what we know works best and where we can get those quick wins that help keep sales or leads coming through the door. From a digital marketing perspective this means that oftentimes brands will fall back on the lowest hanging fruit, search and social activity.

The question then becomes, what happens when the sales or leads start to slow down, or start to become too expensive? These environments are not one in which a brand can simply just pump more budget and keep the positive ROIs flowing. As we all know, social media buying has points of diminishing returns against your in-market audiences in which you will eventually see CPAs rise. When we hone in on search, we know that it often will lead to the best ROI performance, but will only capture consumers who are already in your sales funnel. 

It’s no secret that to combat this, brands need to invest in branding channels to create more awareness of their products or services. We all know that these channels drive value. They are tried and tested and have delivered business outcomes for years. The challenge that brands have when it comes to investing in these channels right now is the aforementioned uncertainty and the fact that we as ‘digital’ media sponges are very much shifting the way in which we consume media, which leads to complexity in how to best fill that funnel and enhance your performance media plans.

The main challenges when it comes to enhancing lower funnel performance –

  • Investing in volume deals with broadcast media are costly, timely and inflexible
  • Targeting your specific audience segments 
  • Directly measuring the impact of media buys 
  • Shifting media consumption 

The infographic covers how programmatic marketing addresses some of the most important issues advertisers face as they strive to optimise their campaigns.

Download the infographic


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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.