Programmatic advertising involves buying and selling digital ad space through an automated bidding process run by machines. It allows advertisers to target specific audiences in real-time across many digital channels like display, social media, video and mobile using automated software. Some key benefits of programmatic advertising include cost efficiency, transparency into where ads are running, and better targeting capabilities to reach specific audiences based on demographics, interests, behaviors and more. Major brands have seen success using programmatic advertising to precisely target consumers most likely to be interested in their products or services.
4. Take outs from the Video
• Programmatic is how Digital Media Buying is done today
• Programmatic is all about buying ad spaces and screens
across Display, Social, Video, Mobile, Audio & Advanced TV’s
• Ad Space is taken and sold via digital auction and that too in
Milliseconds
6. Answer
• Programmatic advertising is the buying and selling of ads
through machines.
• Programmatic ad buying is similar to online stock trading in
that an advertiser uses software to buy ad impressions.
• All of the magic happens through machines.
10. Pay Per What? Choosing Pricing Models
• Programmatic advertisements are almost always priced
based on the number of people that view the add (eCPM, or
effective Cost Per Mille / Thousand Impressions).
11. How Normal Media Buying Works
Advertiser Platform Publisher Audience
12. How Programmatic Ad Buying Work?
Advertiser Agency Ad Server
Trading
Desk
DSP’s
Ad
Exchange
SSP Ad Server
Publisher Audience
Why Complicate?
Entry cost of $10,000+ in
monthly spend
13. Targeting Capabilities
Google Display Network
You can choose to target people from the USA below the age of 30
who visit pages related to “relationships” in wikihow.com.
14. Targeting Capabilities
Google Display Network
You can choose to target people from the USA below the age of 30
who visit pages related to “relationships” in wikihow.com.
Demographics Topic Placement
15. Programmatic Display
You can choose to target people from the USA below the age of 30 who visit pages
related to “relationships” in wikihow.com.
Plus,
People who viewed relationship related blogs/Websites during their lunch break in the
last 30 days through their smartphone
Targeting Capabilities
16. Programmatic Display
You can choose to target people from the USA below the age of 30 who visit pages
related to “relationships” in wikihow.com.
Plus,
People who viewed relationship related blogs/Websites during their lunch break in the
last 30 days through their smartphone
Targeting Capabilities
Demographics Topic Placement
Behavioral
18. Case Study – The Economist
• The Economist’s award-winning campaign saw a
huge return on investment in 2015/16.
• The ads were able to target intellectually-curious
readers whose cookies showed they hadn’t spent
much time on the magazine’s website.
• The goal was to hit the right people in the right
context – like matching an article on gay marriage
with a prospect on a page discussing that topic, in
real time.
• The results were impressive, to say the least.
According to eConsultancy they included 650,000
new prospects, 3.6m people taking action and a
campaign ROI of 10:1, on a £1.2m media budget.
Using the magazine’s content along with provoking, witty or humorous headlines,
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22. Case Study – IHS
• In the travel industry, third-party sites can
take commissions of between 15% and
24%, so direct spend can be a huge deal to
hotel chains.
• IHG’s ads targeted consumers who were
thinking of making a reservation with an ad
including a “book direct price” option.
• By using advanced targeting capabilities
through programmatic, they were able to
find a broader range of people looking for
accommodation and target them with our
book direct message.
Ads to encourage users to book direct, rather than with third-party sites
like Expedia or Booking.com
