Virginia Hyland launches new agency Programmatic Media with aim of delivering transparency to clients
Virginia Hyland’s HM Communications Group is diving into the programmatic space with the launch of a new agency Programmatic Media dedicated to the space, with the aim of delivering clients a transparent programmatic offering.
Speaking with Mumbrella, Hyland the founder and principal at both Programmatic Media and sister agency, Hyland Media, said: “I’ve been looking to launch Programmatic Media for the last year, just listening and understanding what’s happening in the market and the frustrations of clients.
“It was very important to launch an independent programmatic media offering in the market that could actually save businesses: saves them money, save them embarrassment so they know exactly what they were achieving in terms of their buying and save them time in terms of getting them the right opportunity.”
The problem with this business, and all ‘programmatic’ businesses is that you are treating it as an isolated digital channel.
Broken record here, it’s not a line item but a discipline.
Eventually all media agencies will/should be trading with programmatic intelligence and discipline across all formats. Digital for the most part can be executed like this (pending publisher push back).
A step backwards in Ricky bobby’s opinion.
Great observation Ricky bobby and something that we could have made clearer. Programmatic Media won’t just operate in the digital space, it will operate across any medium where Programmatic selling exists.
We are setting ourselves up as specialist in the discipline of Programmatic not just digital.
2017 will bring opportunities in other media.
We will be analysing all these opportunities as they come on line and providing advice to Advertisers on how they can be used to best effect.
Great work but a bit of creativity in the agency name wouldn’t have hurt…
Fair comment ‘Just imagine’.
We played around with many names but the generic name and website was available….so unimaginative as it might be, that’s the route we chose.
Helps reinforce the specialist nature and single-minded focus of our business.