The Really Simple Guide to Programmatic Advertising

BLOG POST

BLOG POST
January 2016

In 2014, nearly £1bn was spent on programmatic advertising in the UK, with around half of online display ads being bought through programmatic. By 2018, programmatic spend is predicted to hit over £13bn globally.

With figures like these, it’s no surprise that programmatic is transforming the way in which digital marketers approach display advertising. To help you understand the benefits of this powerful tool and find ways that you can integrate it into your current digital marketing strategies, we’ve put together a really simple guide to programmatic.

BLOG POST

The Really Simple Guide to Programmatic Advertising

In 2014, nearly £1bn was spent on programmatic advertising in the UK, with around half of online display ads being bought through programmatic. By 2018, programmatic spend is predicted to hit over £13bn globally.

 

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With figures like these, it’s no surprise that programmatic is transforming the way in which digital marketers approach display advertising. To help you understand the benefits of this powerful tool and find ways that you can integrate it into your current digital marketing strategies, we’ve put together a really simple guide to programmatic.

What is programmatic advertising and is it the same as real-time bidding?

Programmatic advertising is the automated buying of ad impressions on a webpage that allows for real-time campaign optimisations. One of the ways of buying ad space is through the exchange, this is where Real-time bidding comes into play.

Real-time bidding, also known as RTB, is a tool often employed when running programmatic advertising. It essentially allows advertisers to buy inventory on the exchange, in real-time.  This means we are able to buy impressions against the right person, at the right time wherever they may be on the web.

Okay, so how does it work?

Programmatic advertising uses algorithms to make real-time decisions about which impression to buy.  This means that ads are served to the most relevant person every time, as the algorithm learns who is most likely to help you achieve your campaign’s goals.

But why should we use it?

Programmatic advertising allows advertisers the opportunity to optimise their campaigns in real-time, across a multitude of parameters. With the ability to pull levers on targeting, creative and the sites you run on, this type of advertising allows for a far more responsive approach than traditional online advertising.

This type of display advertising is also becoming increasingly popular due to its high efficiency, as it optimises at the impression level, minimising the amount of waste we have in our campaigns and allowing for greater opportunity to focus on strategic planning.

Great, when can we get started?

Today! We have a wealth of experience running programmatic advertising for big and small campaigns.  We pride ourselves on staying up to date with the latest technology in this constantly evolving landscape. Programmatic is not just a trend, but a powerful, efficient form of display advertising that is here to stay.

To find out more about running a programmatic campaign, please get in touch.

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