Programmatic

Simply put, programmatic ad buying is the use of software to buy digital advertising. It uses machine learning and algorithms to purchase media placements at scale, in real time. Programmatic’s beauty lies in its ability to automate decision making, targeting specific audiences and demographics in the correct place all in the blink of an eye. 

It’s all about getting the right message, to the right person at the right time.

Programmatic ads allow more time for optimisation, creativity and improvement of ad campaigns, which assists us in planning and optimising your advertising to help you get the best results possible!

You might be scratching your head thinking, but doesn’t the Google Display Network do all this? And the answer is, well yes and no.

Imagine you’re selling your house and the two advertising options are the hypothetical sales methods you could use. If you pick the Google Display method, you’d be selling your house in an open auction via an auctioneer, where buyers would compete against lots of other people to win – which is great. But if you pick the Programmatic method, you’d have the ability to be in a private room, negotiating directly with the buyers your agent has invited to this exclusive event. And these buyers were chosen not only because they could give you the greatest deal, but because they would be the best fit for your beautiful home.

The key lies in the “auction room”.

Programmatic gives you much greater levels of control and targeting around where ads are placed; from private auctions to Digital Billboards (Digital Out Of Home or OOH as it’s otherwise known) through to guaranteed deals with specific publishers and media networks.

So what does this mean for your business? It means your media buying will now be highly efficient and highly targeted – no more wasted spend. Your ads will be scalable, in terms of the number of people seeing your ads regardless of what device they’re using or what channel they’re on. They’ll be more data-driven than ever before, and highly agile, meaning updates can be made in real time.

This not only opens up new environments for business opportunities, but it improves results and efficiency, creates brand value (more relevant to the customer) and provides better tools for monitoring of campaigns. It also helps people like us connect your ads with the right audiences faster and smarter and provide you with a measurable ROI to predict the outcomes of what future marketing campaigns could generate.