Data-Driven Targeting. Multichannel Scale & Reach. Brand Safe. Full Funnel Attribution. Intelligent Insights.
Programmatic advertising is the use of data insights and algorithms to bid in lightning fast real-time speed for advertising space or time, then to instantaneously serve ads or commercials to high-value prospects.
Machine talking to machine, as some put it. Software talking to software is probably more accurate, though.
The benefit: the ability for an advertiser to serve within a specific context a specific message to a specific audience – as narrowly defined as desired and based on the information of the person who is going to be served the ad.
Programmatic advertising – a/k/a programmatic media buying – is channel agnostic. No one channel is favored over any other so that performance is all that matters.
The result: much more effective (increased ROI ) and efficient (less wasted spend and time) media buying.
What There Is To Like About Programmatic Advertising
1) Data & Advanced Audience Targeting
Data is the heart of programmatic advertising. It is that upon which hyper-targeted audience segments are built that are most meaningful to a brand or business.
Precise targeting. More efficient spending.
2) Full Funnel Attribution
From awareness on down to purchase, programmatic advertising allows for proper attribution across the entire media mix / customer journey.
In one place.
3) Dynamic creative optimization
Assets – multiple headlines, images, body copy, colors, dimensions, CTAs – all strategically thought through by the team.
Software then learns and optimizes on the fly, figuring out in real-time which combination of variables to display to whom, where and when.
4.) Global Frequency Capping
The ability to set the frequency with which one prospect or household will be served an ad(s). The frequency can be set globally, that is, one frequency amount for all media in the mix, combined, as opposed to each of the media individually.
This allows for precise testing, and helps prevent ad wearout, too.
5) The Time Savings
Traditionally, there would be time spent manually researching, planning, and negotiating. Plus, insertion orders for each individual publication included in the buy. And, in some cases, review of affidavits after the flights.
With programmatic advertising, there is still the requirement of overall strategic thinking and planning, as well as management and oversight. Someone still has to drive the bus.
But, the time savings is significant.