Programmatic ad campaign a perfect remedy for cold med sales?

Programmatic advertising has steadily gained traction in the market, but a decision by drug company Zicam may give it the shot in the arm it needs to break out.

The cold-remedy company this year has decided to aggressively implement an online programmatic campaign as well as a campaign for TV that will realy heavily on data.

In a Wall Street Journal story today the company said it would spend 4X as much on digital advertising as it has in the past, and use data to help pit target consumers on TV.

“Our go-to-market strategy over the past 15 years or so has always been pretty standard: classically trained brand managers doing what they are trained to do,” M’Lou Arnett, CEO of Matrixx, Zicam’s parent company, told the Journal. “Now, we are trying to be much more responsive to the market and flexible,” she added. “This is what a brand needs to do in 2014.”

Zicam is leveraging GroupM’s programmatic trading desk, Xaxis and multiple data sources to create a strategy designed to launch when cold season does. It will use search data, social media posts and demographic information like age, sex, and location to formulate a plan. Buys will include display and video ads, as well as tablet and mobile.

A survey from AOL recently reported that more than three quarters of ad execs and brand marketing execs said they were using some programmatic buying for display ads. About 60% use programmatic for mobile and video ads.

Programmatic buying has “evolved into an integral part of an overall media strategy,” AOL SVP of revenue and strategy Doug Boccia said recently.

permeated every media type.”

But the AOL survey showed not all execs are sold… partly because they don’t understand it completely. And, for some, that lack of understanding has bred some mistrust.

The Zicam commitment could be just the medicine the technology needs.

For more, see this Wall Street Journal article.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn