Programmatic advertising is the purchase of advertising inserts on free space available on multiple websites. These purchases are made via online platforms (Ad Exchanges such as “Display and Video 360” from Google) which automatically place banner ads.
These platforms help to “connect” advertisers with publishers who sell their advertising space more easily than ever before. In the old days, you had to go through real people (salespeople) and manage several settings with numerous publishers.
Today, programmatic gives businesses the ability to manage and reach precisely the right type of people, who are part of their target audience. Everything is done within a single platform, saving time, money and with more efficiency for the customer.
Since programmatic is a service combining huge and diverse databases with high performance algorithms, companies become able to seek out the best audiences available to reach the right people at the right times.
GOOGLE DISPLAY NETWORK (GDN) VS PROGRAMMATIC?
Although GDN and Programmatic are very similar, GDN does not have the same reach and efficiency. The audiences are not the same, and only programmatic allows access to more premium audiences and therefore provide a greater return on investment.
In addition, programmatic offers better control over advertising / media costs. This allows you to spend way less on advertising costs VS on the public Google Display Network, which is quite expensive, meaning more budget to actually invest in media and better returns.
We therefore often recommend, depending on the available budget, to switch to programmatic instead of GDN.
BUT WHY USE PROGRAMMATIC ADVERTISING?
MULTI-PARAMETER TARGETING STRATEGY
Programmatic’s ability to find the right audience at the right time is unmatched to other forms of advertising. It gives the ability to target geographic location, broadcast time, device type, age, gender, job type, family status, financial situation and many more. It also allows you to target your audience based on what type of websites they visit and to display your ads on those specific sites.
THE RETURN ON INVESTMENT WILL ONLY BE BETTER
A higher ROI is easier to achieve in programmatic. As clicks are more qualified, you avoid paying for people who are ultimately not interested in your product / service, and your budget therefore is used to fetch clicks from highly committed buyers.
Media costs always depend on the types of creatives used and the type of audiences targeted (premium audiences are of course more expensive).
ADVANCED CREATIVE FORMATS
In programmatic, we are able to make your brand more alive than ever by facilitating storytelling, which we hear so often in marketing. Emotion in advertising has always been important, and now more than ever.
With HTML5, banners become works of art and your product is the star (a real Times Square). Parallax (scrolling animations), carousels, and many other formats come to life within programmatic.
Plus, you can now stream your videos anywhere on the web, not just YouTube, which is generally more expensive for SMBs.
A WIDE CHOICE OF LOCATIONS FOR YOUR ADS
Programmatic goes beyond all websites offered by the Google Display Network, helping to increase the reach of your ads. You will have access to locations on premium sites (Lapresse for example) seen by thousands of people every day and who are trusted by their users. These inventories are generally not available to advertisers, but publishers resell unused advertising space at a discount that we are able to fetch while remaining relevant to your targeting.
ADVANCED DATA REPORTING
The problem with banners is that they are usually seen but only lead to few purchases on the site. True or false?
False! You just can’t see them. However, with programmatic, you can track purchases that were made after users saw your banner without clicking on it, giving you a more accurate picture of how your campaigns are performing.
So, are you ready to take it to the next level?