The Women In Programmatic Network was set up to represent women in the programmatic industry. To celebrate its work and its members, NDA is running a series of interviews with its members. Next up is Rhiannon Homer, Media and Partnerships Manager at Bench Media.
Why did you join the Women in Programmatic network and what do you hope to get out of it?
I’m hoping to meet other women in the industry and to have a support network within it, either to ask for opinions or even to discuss on certain topics on what is happening in the programmatic space.
Essentially, exchanging ideas with each other.
What are the biggest challenges for women in the programmatic industry today?
Challenges are a lack of knowledge held by fresh graduates in the market and the need to hire good talent (especially since the pandemic).
What does the industry need to do to champion women in the programmatic industry better?
We need support networks in the market so that women know that there are support groups available. A network across different departments in the industry is also important, along with word of mouth so women in this industry know they are supported.
What are the biggest challenges, and opportunities overall for programmatic advertising this year?
The biggest opportunity is that programmatic is bigger than ever at the moment due to constant lockdowns and we are able to highlight the benefits of programmatic to clients that are more used to traditional buying.
DOOH is a good example of this. With Sydney, Melbourne or other cities going into snap lockdown, programmatic buying allows clients to switch messaging instantly by flicking a switch, optimising budgets into other channels with a higher impact during lockdown. Or even shifting budgets into other geo locations to keep the brand message in the market with minimal hassle.
What is your biggest achievement in programmatic to date?
To kick start my career in programmatic, and to understand the different pieces of the puzzles in this industry and following my career goals slowly to build up understanding of the different areas of programmatic.
