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Sit Back and Watch Your Ads Work

Just as the number of channels which can be used to reach the customer has increased, so has the complexity of buying ads in the right channels. Making it easy to get it right is what programmatic buying is all about. The intricacy of finding your way to the customer is resolved with the same technologies that are at the heart of the expansion of audience endpoints. As and when the right audience emerges for your message, the particular spot is taken over for sending out your advertising message. Reaching out becomes very precise as is the measurement of the results of the reach out.

It is a very natural evolution for marketing to go programmatic. The vast number of digital ecosystems which power their devices make it obvious that advertising has to get automated. Wherever people go, the things they seek out and the interests they reveal are used to provide them with the products and services which are relevant to them. The mind of the consumer is captured and is transmitted over to the marketer in real time. The response is not of the marketer though, but it is of the programmatic system.

Programmatic buying represents a major step forward in online advertising as the rates of conversion are more efficient than just an ad placed in a particular platform. Here, the ads are spread across channels, and in real time. There is an element of bidding, real-time bidding, involved in programmatic buying too. The overall marketing expenditure is however bound to come down as a result of the efficient targeting created by programmatic buying. There could be some resistance in the form of publishers reluctant to open up their prime advertising estate to a wider advertiser audience and for a probable lowering of earnings.

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Babbling Ink

Babbling Ink

Top Posts | Programmatic Buying

How to Make Your Advertising Effective

For any business to have a successful advertising campaign, they must test and re-test their advertising results. However, a new business owner has a limited budget for their advertising and testing advertising results can be expensive. Therefore, it is important to create an advertising campaign b ...

Sit Back and Watch Your Ads Work

Just as the number of channels which can be used to reach the customer has increased, so has the complexity of buying ads in the right channels. Making it easy to get it right is what programmatic buying is all about. The intricacy of finding your way to the customer is resolved with the same techn ...

Programmatic Buying - An Introduction

Last year, income derived from real-time bidding (RTB) exceeded $1.6 billion and 34% of all display advertising incomes are expected to come from RTB by 2017. Programmatic buying is therefore clearly set to become essential to any media buyer’s strategy.But why are media buyers now moving so ... ...

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What Is Programmatic Buying?

Programmatic buying is the latest media buying strategy to set the online marketing world buzzing. In 2013, revenues derived directly from real-time bidding (an integral part of programmatic buying) hit $1.6 billion and it is estimated that by 2017 34% of display advertising revenue will come from ...