Programmatic ad BuyingAdvertising program purchase
Which is programmatic marketing, purchasing and advertisement?
If you hadn't hidden under a cliff for a year or so, you would undoubtedly have seen programmatic programming or advertisements courted by agents, blogs, conferences, and those seeking more effective spending in the industry. By 2018, IAB expects programmatic spending to rise from 28% in 2013 to over 80% of spending on publicity.
It' s your turn to get on board and think about where and how your big IT budgets are going to be spent. In this article we give you a high standard - White Stop Tours through what is programmatic. What it looks like as a "game changer" in your marketing budgets and how it can help you.
And what is program-driven merchandising? Put bluntly - programmatic merchandising is one way to work towards what kinds of audiences you want your ad to reach. In this way, you only pay for high impact advertisements that are sent to the right person at the right moment. It is a diversion from conventional ad buying.
Programatic buying of multimedia, merchandising and advertisement is the mathematical buying and selling of advertisement spaces in near-realtime. With the help of a tendering system and with the help of special softwares, the purchasing, placing and optimization of the existing stock of medias is automated. Automation of the entire lifecycle means that it can be performed in near-real time and does not require the use of the humans, manually inserting and manually trade.
The programmatic buying of medias enables the "owner/brand" to customize a certain messages and a certain concept to the right individual at the right moment in the right environment - using the visibility of the mark's targeting (the clients you want to address) around the type of targeting you want to address. It should lead to far greater accuracy and personalisation of messages and mediums, leading to more efficient, focused campaigning, and a smaller number of "spray and pray" methods of marketing digitally - less focused and built on mere volumes (mainly impressions).
To what extent does programmatic advertising differ? Once again it's about maintaining this high standard (as you will be hearing a lot about SaaS, DSP, DMP, etc., which I won't go into here), programmatic programming is about increasing efficiency in spending and resources. Advertisement purchasers buy manual advertising spaces (inventory) for their customers, thus again with the personal note.
Programatic makes the purchase, placing and optimization of processes more effective than computer and algorithmic - and eliminates some of the secular areas that involve handling different tags, insert orders, and hopefully it should also shorten time-to-market. How about Programmatic RTB (Real-time buying)?
The Programmatic RTB differs from PPC - as it is only used for advertisement on the screen. Once again, it is an automatic method of handling medias that are purchased and resold via technological platform in near-real-time. RTB's processes are defined in such a way that the seller of the ad spaces (publisher) makes the spaces available to the buyer (brand/advertiser), who then places the ads on these spaces.
RTB comes into the picture, in which brands/advertisers enter various parameters such as prices, target group profile (person types), which they try to achieve with their messages and overall coverage of the area. If a web page is uploaded and has room for an ad (and there aren't many who don't handle any kind of ad like this anyway), information collected both about the user/visitor (target group segments related to web behavior, etc.) and about the contexts of the web page or web page it is uploaded to is sent back and forth to an ad swap and the ad is placed on that page.
The room is sold by auction to the highest bidder and its ad placed in the room - all in a matter of ms, with no visible impact on page views or overall impression. Where do I know if a readout is programmatic or "normal"? The next not 100% anyway the next you see an ad on a website - take a second or two to look at it and think, it's a focused ad that' s programmatically focused on you, your segments and the probability of being an ideally placed individual to click on it - or is it just an asset bought on a spraying and praying screen - where the amount or spread of the spread of the word as far and far as possible, drives your direction in terms of audience or converse.
Will programmatic merchandising be the key to the success of all forms of publicity? Isn' as a customer-oriented individual, isn't it right that we want our advertisements and promotions to be sold to the right kind of people, at the right times for them in the right contexts and places where they are digesting their medium?
The programmatic market is quickly shifting into TV, broadcasting and Out of Home (OOH) commercials, it's not quite there yet as far as screen commercials are concerned, but all the backround information supporting these mediums is already there, it just needs to be used and "greeted" by publishing houses - but it will certainly be very soon!
And I still believe that there is a place for the way of buying advertising spaces that could be used for more recognition - in the sense of a label that sells many different items for different target groups. I will concentrate my plans on the program for me!
Want to learn more about Programmatic Advertising? Register and get our free Starter Guideline for Program Driven Advertising! This is a short instruction manual in which you will find the what, why and how of programmatic advertising.