Guide to Programmatic Advertising

Programmatic advertising evolves into digital out-of-home, TV and audio, it is more important than ever to get to grips with the basics in order to devise an optimized strategy. Programmatic advertising is buying digital advertising space automatically, with computers using data to decide which ads to buy and how much to pay for them.

Programmatic started off as a way of using up remnant inventory”. “It was a way of increasing the efficiency on leftovers, but as it has evolved it’s become more sophisticated”.

Traditional ways of buying digital ad space involve the advertiser running the campaign, while programmatic puts the control to manage and measure back in the hands of the advertiser.”

AdmyBrand has both demand side platform (DSP) to decide which impressions to buy and how much to pay for them, while advertisers use a supply side platform (SSP) to sell ad space to brands. Our interactive portals will help you in thinking about what audience you are trying to reach, on what kind of day, at what scale and increasingly on what devices. AdmyBrand provides the entire detailed look at what we know about them demographically and behaviorally based on the individual’s information given over time.”

Benefits

• Demographics
• Geography
• Interests
• Behavior
• Time of day
• Seasonality

 

1. Programmatic boils down to the use of data and technology enabling marketers to make decisions in real time about the advert they want to deliver to the client.
2. Our portals think about what audience you are trying to reach, on what kind of day, at what scale and increasingly on what devices. We look at what we know about them demographically and behaviorally based on the individual’s internet consumption habits over time.”
3. Our programmatic advertising has enabled marketers to move from one straightforward media buy with a publisher to conducting media transactions on an impression-by-impression basis.
4. Personalization and the ability to automate the media buy in a relevant way for the consumer is the definition of programmatic. AdmyBrand looks at the adaption of creative versus the different target audiences, in real time.

How to use data effectively for programmatic

There are three tiers of data to consider.

• First-party data is the advertiser’s own data on their clients,
• Second-party data is collected by someone other than the advertiser, such as an agency, who shares that data with the brand to help structure the programmatic strategy.
• Third-party data is available to anyone at a cost and is usually sold on a rate card basis.

Brands should think about data as clients or potential clients. Sending existing clients messages about upgrades or new product offers is known as retargeting. To grow beyond that point, AdmyBrand advises brands to use data to find new prospects, looking for similar audiences to the existing client base.

AdmyBrand looks at the data and how existing clients are giving and expecting. We look at similar behaviors and then we’re able to target the advertising for different levels of scale and accuracy. If we need to do a scale campaign we might need to dilute the accuracy, or if it’s a much targeted campaign we can maximize the accuracy and compromise on the scale.

How to find the right programmatic model

• Our hard battle and smart research helped us in knowing that there are four pillars to programmatic success – data, inventory, technology and expertise/knowledge/resource. Agencies and programmatic businesses are able to dial up on all four of those areas and take the risk away from advertisers.
• Currently the most common method to buy programmatic is through media agencies, using a DSP to run the programmatic activity. It’s important to have the right understanding within the team, so that you can ask your agencies the right questions and challenge them. But too much focus on the execution may not be as fruitful as working with an experienced partner.
• AdmyBrand requests you need to consider what kind of sophistication you want to bring. What level of resource or risk are you willing to take? The reason for working with an agency is simply scale. The real time aspect is only an advantage if you know how to use it. If you’re buying real time, but you’re not looking at the result and you’re not optimizing then it’s like when you make a TV booking two months in advance. The best way to get transparency on programmatic is to deal with internal team.

What to consider when defining KPIs

• Programmatic is enabling marketers to track the impact of their investment and optimize their ad campaigns in real time. AdmyBrand’s programmatic campaigns are given a week or two to run before advertisers are advised to make performance optimizations in relation to their specific KPIs.
• It’s very important from the outset to establish what the primary and secondary KPIs are. Due to the real-time nature, where changes are possible all the time, it’s very important to remain crystal clear on what the goal for the advertiser.

 

Programmatic is the full breadth of automation. However, despite the significant advantages of programmatic, adoption will never reach 100%, because automated media buying does not suit every brand.

If you have mass-market appeal you absolutely should use programmatic, but we anticipate that programmatic adoption will never quite make it to 100% .

Programmatic advertising will eventually enable brands to move beyond the traditional budget allocation to a more client – centric approach.