Programmatic advertising is a little more complicated than the other tools of digital advertising but is also one of the more effective tools to have. Let’s take a look:
What is programmatic advertising?
Programmatic advertising is the purchasing of digital ad placements automatically through Demand Side Platforms (DSPs). It uses an automated media-buying platform where the inventory is massive and has a huge collection of ad networks and ad exchanges. Similar to what you can do with programs like the Google Adwords display ad network, DSPs dive much deeper into ad capabilities and use the data from your campaigns more effectively.
As we talked about in our most recent blog, search engine marketing can be a very valuable tool in your arsenal. Adding the use of programmatic advertising will elevate your game in a big way. Like Adwords, DSPs allow you to purchase display ad space. Using this platform gives you many more networks and placement options to display your advertisements.
Targeting with programmatic advertising can help you reach more of your target market. It gives you some standard targeting options such as location and behavior targeting, but programmatic advertising provides more in-depth data and targeting options allowing you to pinpoint the audience that you want to target.
At Catalyst, we strive to provide our clients with the best strategies and options available to achieve their goals. Incorporating programmatic advertising is one of those strategies. For example, we developed and executed a digital ad campaign for our partners at Tyson in a unique collaboration with Giant Foods to educate and inspire shoppers about prepared foods. We strategized a programmatic ad campaign that focused on mobile advertising with location and shopping behavior targeting. The ad campaign captured 77K clicks with 16.5 million impressions over just 90 days and contributed to a 4% product lift for the retailer!
Needing help with your digital advertising? Give us a shout!
