Article

Demetris Stefani
Demetris Stefani 10 August 2016

The Evolution of Your Ad Campaign Is Programmatic

If you are in Digital Marketing or in the Advertising Industry you must have heard of the words but are you sure you know what is it about?

In this post I am going to talk to you about programmatic ad buying, what are the benefits in using it and if it's right for your business.

Let's say you have a new client who is selling spa services and he has just launched a new service where you can have a massage with your cat. Traditionally, you would receive the brief, come up with a very attractive creative and start planning where you should place your ad, spending a serious amount of time negotiating with mediums and trying to get the best deals.

This is pretty much the process. But your client has a very niche target group and wants their campaign running as soon as possible. Are you sure that your standard method would manage to reach people who like having spa treatments, are cat owners and would undeniably bring their cat for a treatment as well?

Standard media buying does not ensure that you will reach your target audience efficiently; your client’s return on investment relies solely on your experience and this adds pressure to your success. This is where the magic comes in.

Programmatic is an automated way of buying and selling ad space. The difference from traditional media buying is that it's done by machines that use data to figure out where your ad should run, at what frequency and who should be exposed to it.

The tool includes customer metrics that are being collected through publishers sites and enables you to have access to insights, demographics, behaviors and current trends. Inside the publishers network you can find your very targeted niche audience that is then been selected to be reached by your ad that is entering a bidding process. Almost like Google Adwords.

What is really interesting about Programmatic buying is that it can adapt to make the buying process much more efficient, save you time and money and eventually find your target audience faster. In terms of spending this means you can limit wasted impressions you would possibly have from a traditional media buying process that would also eventually target the wrong audience.

Sounds pretty cool? And confusing? Here's have an example. Let's say we have an insight that men who travel for business like to buy whiskey from airports upon their departure, but if they have kids they most probably buy chocolates. This way we could create two different ads depending on their family status but also targeting only business men who are currently at an airport. Programmatic will help us match the right ad to the right people in real-time.

This feature leads to higher engagement rates, as people see ads that are more relevant to their needs and potentially higher sales.

Programmatic Ad buying can also be used for testing the potency of your Ads. Because it is cost-effective, fast and real-time it can help you run tests with multiple creatives of your ads. This way you will know what works best before spending a fortune on your campaign. 

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