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The 100% Programmatic REMIX

The 100% Programmatic REMIX

Natasha Smith

Natasha Smith

November 7, 2018

Havas University has launched 100% Programmatic REMIX, a new course that proves that automation doesn’t have to be confusing. It can be fun and useful.

"REMIX gave us the perfect opportunity to go beyond the text-image-video format of previous courses and to try out a new, more interactive style of learning."

When Havas University launched the release of 100% Programmatic in 2016, Céline Merle-Béral, Chief Human Resources Officer, described it as “part of Havas’ commitment to our people, to their personal development, and to our common future.” Three years later, there have been more than 100,000 certifications in more than 100 individual courses.

Now, 100% Programmatic is getting a remix. We spoke with Havas University’s Dana Blanco Revah and Mark McQuay-Pawlicki, as well as Havas Programmatic Hub’s Kaoutar Benazzi and Davide Costantino, about why Programmatic is the future of advertising and why everyone should feel at ease with all things Programmatic.

 

In one sentence, tell us what 100% Programmatic REMIX is?

DB: REMIX is a revamped version of 100% Programmatic, now enhanced with new and updated videos featuring a novel array of Havas experts who share what they know with all of us. We’ve also tried to bring elements of gamification and personalization into the course to improve the user experience. (OK, that’s two sentences.)

What’s different this time around for those who completed the previous Programmatic coursework at Havas University?

MQ: This time, we really tried to approach the topic from the user’s point of view. We wanted to make the course dynamic, fun, and visually engaging, as well as to break it down into smaller pieces to make it more accessible to people who don’t necessarily have a background in the area.

DB: The course features interactive sections produced in-house to make the learning experience a lot more fun. Unlike the first waves of Programmatic, the course is divided up into ten 20-minute modules with activities scattered throughout, which makes the whole experience closer to gaming than studying.

And why did you decide that the original course needed a bit of a refresh?

MQ: Programmatic, like everything to do with new technology, is developing all the time. Even after just three years, the course was beginning to look a bit rusty. Also, REMIX gave us the perfect opportunity to go beyond the text-image-video format of previous courses and to try out a new, more interactive style of learning.

"This program is meant to prepare you for the future by giving you a panorama of where we came from, where we are today, and what changes we can expect for the times to come."

How did you determine that ten 20-minute modules were the right format?

MQ: Well, a lot of the feedback we got about the first course was that it was heavy going and hard to fit around work. We wanted the modules to be quick enough to squeeze into a short gap between two tasks, but long enough to be meaningful, and we settled on 20 minutes.

What kind of topics will this retooled program tackle?

DB: As well as outlining exactly what Programmatic is and where and how it is used within the agency, we look at how data and Programmatic interact and go deeper into the details of Programmatic buying. We then go on to dive into the benefits, challenges and myths surrounding Programmatic, as well as what we can expect in the future.

Why is it important that everyone at Havas be familiar with all things programmatic?

KB: Programmatic represents an important part of digital purchases worldwide, and it’s growing year by year. It’s necessary that all the trades and profiles of the agency be familiar with this Programmatic environment to always be more effective and relevant in our day-to-day business.

DC: Yes, and Programmatic should be considered as a digital media revolution. Machine learning, complex algorithms, and deep learning processes can generate value for our clients, and Programmatic is the key.

How will automation impact the future of media and advertising?

KB: Programmatic is quickly spreading from display to other digital channels, and even to offline ones. Although it might seem complicated, Programmatic actually simplifies access to inventory and automates the entire value chain, from purchase to reporting, making it easier to influence a media strategy and get the best results. Programmatic advertising allows you, above all, to put the consumer at the heart of your marketing strategy.

So, does this program prepare us for that future?

DB: Yes. This program is meant to prepare you for the future by giving you a panorama of where we came from, where we are today, and what changes we can expect for the times to come. It also gives you a base knowledge that’s helpful in your career.

What would you say to those who feel that Programmatic principles are too hard to learn?

KB: It is true that our jargon is not simple and that the dependence on technologies is very pronounced. It can be scary at first, it is true. But in the end, apart from the technology, Programmatic isn’t that different from traditional media planning.

Within Havas Programmatic Hub, we attach great importance to popularizing the subject with all our internal or external interlocutors, and to giving them the keys to understanding what we do— as well as what we can do.

What’s the one thing that you want everyone to know about 100% Programmatic REMIX?

MQ: That learning can be fun.

DB: I agree! Even if they already took the first 100% Programmatic, it’s still worth it to have a look at this new and improved version because there is a lot more to learn, and this time around it is way more fun.

Get certified now!

"REMIX gave us the perfect opportunity to go beyond the text-image-video format of previous courses and to try out a new, more interactive style of learning."

When Havas University launched the release of 100% Programmatic in 2016, Céline Merle-Béral, Chief Human Resources Officer, described it as “part of Havas’ commitment to our people, to their personal development, and to our common future.” Three years later, there have been more than 100,000 certifications in more than 100 individual courses.

Now, 100% Programmatic is getting a remix. We spoke with Havas University’s Dana Blanco Revah and Mark McQuay-Pawlicki, as well as Havas Programmatic Hub’s Kaoutar Benazzi and Davide Costantino, about why Programmatic is the future of advertising and why everyone should feel at ease with all things Programmatic.

 

In one sentence, tell us what 100% Programmatic REMIX is?

DB: REMIX is a revamped version of 100% Programmatic, now enhanced with new and updated videos featuring a novel array of Havas experts who share what they know with all of us. We’ve also tried to bring elements of gamification and personalization into the course to improve the user experience. (OK, that’s two sentences.)

What’s different this time around for those who completed the previous Programmatic coursework at Havas University?

MQ: This time, we really tried to approach the topic from the user’s point of view. We wanted to make the course dynamic, fun, and visually engaging, as well as to break it down into smaller pieces to make it more accessible to people who don’t necessarily have a background in the area.

DB: The course features interactive sections produced in-house to make the learning experience a lot more fun. Unlike the first waves of Programmatic, the course is divided up into ten 20-minute modules with activities scattered throughout, which makes the whole experience closer to gaming than studying.

And why did you decide that the original course needed a bit of a refresh?

MQ: Programmatic, like everything to do with new technology, is developing all the time. Even after just three years, the course was beginning to look a bit rusty. Also, REMIX gave us the perfect opportunity to go beyond the text-image-video format of previous courses and to try out a new, more interactive style of learning.

"This program is meant to prepare you for the future by giving you a panorama of where we came from, where we are today, and what changes we can expect for the times to come."

How did you determine that ten 20-minute modules were the right format?

MQ: Well, a lot of the feedback we got about the first course was that it was heavy going and hard to fit around work. We wanted the modules to be quick enough to squeeze into a short gap between two tasks, but long enough to be meaningful, and we settled on 20 minutes.

What kind of topics will this retooled program tackle?

DB: As well as outlining exactly what Programmatic is and where and how it is used within the agency, we look at how data and Programmatic interact and go deeper into the details of Programmatic buying. We then go on to dive into the benefits, challenges and myths surrounding Programmatic, as well as what we can expect in the future.

Why is it important that everyone at Havas be familiar with all things programmatic?

KB: Programmatic represents an important part of digital purchases worldwide, and it’s growing year by year. It’s necessary that all the trades and profiles of the agency be familiar with this Programmatic environment to always be more effective and relevant in our day-to-day business.

DC: Yes, and Programmatic should be considered as a digital media revolution. Machine learning, complex algorithms, and deep learning processes can generate value for our clients, and Programmatic is the key.

How will automation impact the future of media and advertising?

KB: Programmatic is quickly spreading from display to other digital channels, and even to offline ones. Although it might seem complicated, Programmatic actually simplifies access to inventory and automates the entire value chain, from purchase to reporting, making it easier to influence a media strategy and get the best results. Programmatic advertising allows you, above all, to put the consumer at the heart of your marketing strategy.

So, does this program prepare us for that future?

DB: Yes. This program is meant to prepare you for the future by giving you a panorama of where we came from, where we are today, and what changes we can expect for the times to come. It also gives you a base knowledge that’s helpful in your career.

What would you say to those who feel that Programmatic principles are too hard to learn?

KB: It is true that our jargon is not simple and that the dependence on technologies is very pronounced. It can be scary at first, it is true. But in the end, apart from the technology, Programmatic isn’t that different from traditional media planning.

Within Havas Programmatic Hub, we attach great importance to popularizing the subject with all our internal or external interlocutors, and to giving them the keys to understanding what we do— as well as what we can do.

What’s the one thing that you want everyone to know about 100% Programmatic REMIX?

MQ: That learning can be fun.

DB: I agree! Even if they already took the first 100% Programmatic, it’s still worth it to have a look at this new and improved version because there is a lot more to learn, and this time around it is way more fun.

Get certified now!

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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