The art and science of media buying has changed tremendously over the past decade, due in large part to the explosive growth of digital advertising. One of the major advances we’ve adopted is programmatic ad buying.
This quickly evolving technology leverages the power of AI (artificial intelligence) to buy digital advertising. By combining the latest technology with our in-house expertise, we are able to create digital ad buys for your brand that are more targeted and efficient than ever before—on display, mobile, video and even Connected TV (CTV). Below, we break down the basics.
What is Programmatic Ad Buying?
Traditional media buying involves a process of research, negotiations and insertion orders on the part of the media buyer. Programmatic ad buying automates the process using real time bidding (RTB) through a dynamic ad exchange. While it might sound like this eliminates the need for human input, it actually allows our media buyers to focus their time and talents on planning, optimizing and improving campaigns. The most effective campaigns blend automation with human expertise.
Clients play a key role in the process as well. Before developing your campaign, we will establish your short- and long-term goals. It doesn’t make sense to run a campaign unless you know what you want to get out of it. We also need to understand your sales journey and your audience demographics. The results of the campaign can only be as good as the data used to build it.
Why Use Programmatic Ad Buying?
The biggest benefit from employing programmatic ad buying lies in its laser-focused ability to target your audience. This is based on the data you supply about your audience up front, but the sophisticated AI also learns and adapts with time, so your ROI increases over the length of the campaign. Often, we’ll recommend that campaigns run longer than you may be accustomed to so you can reap these benefits. But because the buys are so targeted, you can reach a larger share of your target audience while spending less.
In addition, programmatic buying is fast, cost-efficient and transparent. We can see the sites where your ad is displayed, blacklist sites where you definitely don’t want to appear, and whitelist sites you want to include. We see measurements in real-time, allowing us to course-correct quickly if necessary. This increased efficiency can net you better results in the long run.
While buying programmatic on the exchange using AI can provide great targeting, it is a science to get it right, so trust a professional ad-buying agency to get it right. Our digital ad experts understand the intricacies of programmatic ad buys and can design and implement a campaign that helps you meet your goals. Contact us when you are ready to get started.