Programmatic Prognosticator: Victor Wong, CEO, PaperG
Victor Wong, CEO, PaperG
Few today would use the words “creative” and “programmatic” in the same sentence. Wong did, and built a thriving business blending the two. Wong's seven-year-old PaperG platform allows brand managers and agency pros alike to create hundreds — or even thousands — of executions almost as fast as their display bids are accepted at RTB auctions. Little design or technical expertise is required.
“It's so easy for machines to buy and sell inventory, and programmatic is heading into this world of new ad versions and ad sizes,” Wong says. “Our platform is a cloud-based interface where advertisers can store digital assets and easily build new ads that can be resized by an auto-adjust feature.”
Last year PaperG helped golf-simulator company Optishot to a 565% increase in direct sales. The company's agency, Anagram, developed ad executions around four customer-related themes: time/convenience, weather/environment, quality/value, and accessibility to a golf course. The buying efficiency and ad relevancy in the PaperG platform, Wong says, helped Optishot ace its goals with an 85% increase in conversion rate.
Wong says he's always been a believer in audience-based messaging. “It's more important to have the planning process and the methodology,” he says. “Then you can free anybody to be thinking about designing campaigns.”