Programmatic Advertising
Programmatic Advertising, or, as it’s sometimes known, Programmatic Marketing, is a service where digital advertising is done more efficiently because users harness the power of automation. Put simply, Programmatic Marketing is about using software to purchase digital advertising. Here at Embryo, we have invested in in-house Programmatic Marketing experts who use real-time bidding, and programmatic ad buying tools, as well as facts, figures, and machine learning to ensure that your designated ad spend is being used in the most efficient, targeted way possible.
We’ll take your company performance goals, business model, audience segmentation, and marketing budget, and use that to create an ad-buying automation programme that can target users based on AI, the device they are viewing the ad on, their specific interests, and a million other factors, not just a ‘gut feeling’. It is not hyperbolic to say that Programmatic Marketing is quickly becoming the future of ad buying. We know this, at Embryo, which is why we’re getting ahead of the curve and ensuring you can benefit from this revolutionary service, as well as our other SEO, Content Marketing, and PPC services, today.
What is Programmatic Advertising?
Programmatic Advertising saves ad buyers time by eliminating the need to do menial tasks such as advertising tags or insertion orders, and, instead, allowing them to optimise display ads in real-time to make them the best they can be. Programmatic Marketing uses sophisticated algorithms to purchase digital advertising space which means a marketing team doesn’t have to request proposals, tenders, quotes, or undergo human negotiation. Essentially, it allows the aforementioned marketing team to concentrate on tuning their online advertising, or display advertising so that their audience is as engaged as possible when they see it. The main benefit of Programmatic Advertising, or Programmatic Marketing, for our clients can be summed up in one word – efficiency.
Your advertising campaign budget is used much more efficiently with Programmatic Marketing because you’re relying on a machine-learning algorithm to determine where best to use your budget. This, naturally, will increase your return on investment. There is a real-time aspect to Programmatic Marketing too, once you’ve begun your Programmatic Advertising campaign the system will monitor the current landscape, marketing trends, and your advertising budget, and suggest ways to make improvements to your digital advertising efforts, no matter what channels you’re operating on, be it Google, Youtube or social media channels such as Facebook, X, Instagram, or LinkedIn.
There are so many variables that need to be considered when buying advertising space to ensure it is optimised and on course to be successful, too many, in fact, for the human mind to consider, which is why the rise in AI, and machine learning, has coincided with the increase in the use of Programmatic Marketing. Factors such as device type, publisher, pages on site, and size of the ad unit, to wider environmental factors such as time of day, week, location of device, weather, and region, are all critical, of course, but thinking about them all in real-time is impossible, for a human at least. Programmatic Marketing is about using tools that can consume more information than humanly possible to create advertisements that are fuelled on, and decided by, data.
What types of ads can be bought programmatically?
Programmatic advertising is no longer limited to display banners.
Today, advertisers can use programmatic technology across multiple formats and channels.
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Display
Display advertising remains one of the most common forms of programmatic media buying. These adverts appear across websites and apps, helping businesses increase brand awareness and drive website traffic.
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Video
Programmatic video advertising allows brands to reach audiences through online video content. This can include in-stream adverts shown before or during videos, as well as placements across video-sharing platforms and publisher websites.
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Audio
Programmatic audio advertising allows businesses to reach audiences through music streaming platforms, digital radio and podcasts. Audio formats can be particularly effective for building brand awareness and reaching users during moments where visual advertising may not be practical.
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Digital Out of Home (DOOH)
Programmatic DOOH allows advertisers to buy and manage outdoor advertising inventory automatically, offering greater flexibility than traditional outdoor media buying. Campaigns can be activated, adjusted and scaled in real time, helping brands reach audiences in specific locations at the moments that matter most.
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Connected TV (CTV)
Connected TV refers to television content viewed through internet-connected devices and streaming services. As more consumers move towards streaming platforms, CTV has become one of the fastest-growing areas of programmatic advertising.
Benefits of Programmatic Advertising?
Programmatic advertising automates many of the manual processes associated with media buying. Instead of negotiating placements individually, advertisers can access multiple publishers and audiences through a single platform. This allows campaigns to be launched more quickly and managed more efficiently.
Unlike traditional advertising channels, programmatic campaigns can be adjusted while they are running. Advertisers can monitor performance in real time and make changes to budgets, targeting or creative assets based on the results being generated. This flexibility helps maximise campaign performance and return on investment.
Whether you’re targeting a niche audience or running a large-scale awareness campaign, programmatic advertising offers the flexibility to scale activity up or down depending on your objectives and budget. This makes it suitable for businesses of all sizes.
One of the biggest benefits of programmatic advertising is its targeting capabilities. Rather than showing adverts to a broad audience, businesses can focus on users who are more likely to be interested in their products or services.
Advertisers can target audiences based on factors such as:
- Demographics
- Interests
- Online behaviour
- Location
- Device type
- First-party customer data
This helps improve relevance and reduce wasted ad spend.
How Embryo Can Help You With Programmatic Marketing
At Embryo, our team can use sophisticated programmatic buying tools that can consider all of the aforementioned possibilities, and come up with a real-time bidding and Programmatic Marketing strategy that ensures your display ad gets in front of the right person, in the right region of the country, at the exact right time. Programmatic Marketing is as close to a safe bet as you’re going to get, and we can help you take advantage of it today.
So, why not get in touch and let us help you benefit from Programmatic Marketing?
Call us on 01613272635, drop us an email at info@embryodigital.co.uk, or alternatively, head to our contact form, fill out the required info and one of our team would be delighted to chat to you about this new and exciting service.
