Telstra aims for 80 per cent digital spend through programmatic by June

Telstra has lifted the lid on its programmatic client trading desk claiming it has developed a major competitive advantage in the digital marketing space, with 65 per cent of its spend now directed through it.

Speaking today at the Mumbrella Programmatic Trading Masterclass Telstra’s GM of digital marketing Harry Lowes and Dan Robins, head of performance at media agency OMD, described how two years into its program the telco already had 65 per cent of its digital spend going through the programmatic trading desk, and how they had brought in staff from creative agency DDB to cut lead times.

“Our ambition is to have 80 percent of our media digital dollars go through some sort of programmatic capacity by the end of the financial year. Which is a big jump from where we are now,” said Lowes.

At its simplest programmatic trading allows the telco to automate media buying, using a computerised system to bid on adspace.