You’ve probably heard the term 'programmatic advertising' being tossed about in digital marketing circles lately, but what exactly does it mean? And how is it different to traditional display advertising?
TLDR: it's like having a smart, digital assistant that buys ad space for you, ensuring your adverts are seen by the right people at the right time.
Let’s break it down…
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of online ad spaces. This process uses software to purchase digital advertising, as opposed to the traditional process which involves human negotiations and manual insertion orders.
How does it work?
Imagine you want to buy a billboard space. Traditionally, you would need to go through a series of negotiations with the billboard owner, agree on a price, and then pay for the space. With programmatic advertising, this process is automated and happens in real-time – effectively, cutting out the middle man! When your target audience browses online, the programmatic system bids on ad space that aligns with your target parameters. If the bid is won, your ad is displayed almost instantly. Programmatic ad spaces include digital out-of-hone (DOOH), native, display, video, ConnectedTV (CTV) and voice ads.
Why use it?
- Refine your targeting: Gain access to a wealth of data to accurately target your desired audience, including specific demographics, interests, browsing habits and locations to ensure that your ads are being seen by the right people.
- Real-time optimisation & reporting: Programmatic offers real-time analytics, allowing advertisers to monitor the campaign performance and make immediate adjustments. This ensures ad spend is utilised in the most efficient way possible, maximising ROI.
Programmatic advertising with Clean Digital
At Clean Digital, we harness the full potential of programmatic advertising to take your digital marketing to the next level. Our partnership with StackAdapt, a self-serve Demand Side Platform (DSP), gives you the cutting-edge advantage you need to not just compete but dominate in your industry.
- PLAN FOR PERFORMANCE: Our experts craft campaigns uniquely tailored to your KPIs, shaping the path to success before the first ad even goes live.
- FULL CREATIVE CONTROL: Preview how your ads will appear across various formats and utilise the Creative Studio to fine-tune your campaign's messaging to meet your business objectives.
- EXPLORE MORE WITH PROGRAMMATIC: The journey doesn't end with deployment. Programmatic with Clean Digital is about continuous exploration and refinement. It's about crafting bespoke audiences that not only make sense for your business but propel you towards your goals.
Creative Examples in Action
Below are a couple of examples of programmatic activity we've delivered on Native & Display, promoting the "Silence Your Critic" ads for our client, Arden University.
Here's an ad example we're rolling our across Connected TV. Imagine seeing this while flicking through TV shows...
For Rabbie's Tours, we've expanded their advertising horizons by using a variety of creatives (see examples below) within their 'Stories move us...' programmatic campaign, including Connected TV, Native and Display to maximise their reach.
Is it just me...or is anyone else all of a sudden extremely keen to go on a trip to the Scottish highlands?!
To Sum Up...
Programmatic advertising represents a significant leap in the way we approach digital marketing. Leveraging a self-serve DSP enables us to automate the ad buying process, bringing efficiency, targeting precision, and real-time optimisations.
Ready to experience the power of programmatic advertising tailored to your vision? Get in touch with us today!
As always, we love discussing all things PPC, so don't hesitate to get in touch!
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