Programmatic Advertising Tips for Media Buyers In A Bid Based Market
“Spending on real time-bidded display advertising will accelerate at a 59% compound annual growth rate through 2016, making in the fastest growing segment of digital advertising over the next few years” according to the IDC. So what is Programmatic Branding and how can you get the most out of it?
Programmatic Advertising is the automation of the buying and selling of online traffic. Rather than choosing a specific ad spot for a period of time or for a fixed number of impressions, buyers can post a bid on a CPM basis and acquire traffic any time their bid is the highest available to the publisher for any specifically targeted ad spot. Bidding allows traffic to be apportioned to many different buyers with the greatest efficiency for Advertisers, and because programmatic advertising is dynamic, it also allows Publishers to optimize their ad inventory in real time with fully automated tools that eliminate empty ad spots and help turn remnant traffic into a more reliable revenue stream.
So, how can a media buyer make the most money from a bid based ad system? Start by understanding the traffic offered and by focusing as narrowly as possible on when, where, and how your potential customers are most likely to find you. With bid based platforms, narrowing your bids to include Geotargeted sources during specific blocks of time each day and further refining your bids to identify specific browsers, mobile carriers, genders and other demographical data is the best way to display your ad to exactly the right marketplace of people for the most tightly optimized price per unique.
As with all aspects of purchasing traffic, your results will boil down to three essential elements of a solid media campaign. Working with a trustworthy traffic broker, preparing your buys with data from past campaigns and the expertise of qualified campaign managers, while tracking every buy in a granular enough way to apply the new data to your successive campaign as you continually evolve and refine your focus until you are on target with every creative and placement you purchase. Programmatic advertising doesn’t obviate any of those key elements, it simply amplifies their importance and allows you capitalize on the things you do right even faster than you ever could until now.