Programmatic media buying is changing the way advertisers buy ad slots, making the process accessible even for people without a media buying background. For beginners, diving into this world may seem daunting, but understanding the basics can lead to big advantages for your advertising strategy. If you’re interested in programmatic buying and want the assistance of a professional you can trust, CVT Blueprint is here to help.
Here, we’ll discuss what media buying is, the benefits of programmatic media buying, and who can benefit from this type of digital advertising.
What Is Media Buying?
Programmatic media buying is an automated process that involves buying digital ad slots using online technology. Unlike traditional ad buying that involves manual negotiations, programmatic buying uses something called demand-side platforms, or DSPs, to automatically purchase ads based on a set of predetermined criteria. Advertisers can bid on open ad slots on websites, social media, mobile apps, and video platforms, and they can do so while targeting people based on factors like age and location. They can also use real-time data to see how their ads are performing, and quickly make changes if something isn’t working. This allows brands to maximize their ad spend and achieve better results.
What are the Benefits of Programmatic Advertising?
Programmatic advertising is a good option for all kinds of brands, especially those that want to reach a niche audience. Here, we break down some of the main benefits of programmatic media advertising.
See Better Engagement
People streaming shows or movies are typically more engaged since they’ve chosen to consume that content and are actively watching it. This means that when an ad plays, the person is already paying attention. Additionally, online ads give brands the chance to tell compelling stories to viewers who are more likely to be interested in the ad. This leads to better overall performance and higher conversion rates.
Reach Niche Markets
Programmatic media ads allow brands to reach specific audiences based on data collected either from third-party sources or from the platform itself. Audiences can be segmented based on their interests, listening habits, location, and more. This type of targeting means brands can serve their ads only to people who might actually be interested in them, ultimately making the ads more successful.
Access Detailed Ad Metrics
Programmatic advertising platforms are set up to give media buyers detailed metrics to track their ads’ performance. When advertisers are able to see the results of an ad, they can make adjustments and ultimately improve their overall success.
Enjoy Better Flexibility
Advertisers have more control over their programmatic media campaigns with the ability to change budgets, ads, and audiences instantly. This allows advertisers to continually tweak their campaigns until they land on the best performing ads for the audiences that convert the most.
Spend Less Money
Programmatic ads give media buyers the ability to pinpoint their most relevant audiences, showing ads only to these people. This allows brands to see better conversion rates, meaning they need fewer impressions to achieve the same number of sales, sign ups, or website visits. This reduces money wasted and improves overall return on investment.
Reach People Anywhere
Unlike traditional TV, people often consume shows, movies, and other digital content on their smartphones or tablets, and they take these devices everywhere. This means media buyers can reach their target audience almost constantly, no matter where they are.
Play Ads Alongside Quality Content
Platforms like Netflix and Spotify are known for their high-quality content. Advertising alongside this type of content can improve the perception of a brand.
Try Different Ad Formats
Programmatic media buying platforms support many different ad formats. Ads can be played before the content starts, in the middle of things like shows and podcasts, and after the content ends. This variety allows advertisers to choose the best format for their specific campaign.
Less Ad Skipping
Ad skipping is an issue for many advertisers. This happens when a user skips past an ad before it has finished playing. Many programmatic ad platforms have limits to the number of ads people can skip, which results in higher completion rates. Similarly, with the ability to target specific audiences, brands are able to serve their ads to people who are actually interested in what they have to say, which further reduces the amount of ad skipping.
Access a Broad Audience
Over time, more and more people are moving away from traditional TV and radio in favor of streaming services like Hulu, Disney+, and Spotify. According to surveys, cable TV is on the decline, and experts agree the number of people who watch TV and listen to traditional radio will continue to diminish over time. Programmatic ads give brands a way to reach the growing number of people who are turning to streaming platforms instead.
Can Anyone Become a Media Buyer?
Yes, anyone can become a media buyer of programmatic ads. This is because the platforms that facilitate programmatic advertising are designed to be user-friendly for a broad audience. Programmatic ad platforms offer easy-to-use interfaces and automated tools that make the ad buying process simple. They also allow users to set up ad campaigns without needing technical knowledge.
For those who want a better understanding of media buying, many platforms offer resources, tutorials, and customer support to help their users figure out how to use their advertising effectively. The ability to target specific audiences, optimize campaigns in real-time, and access detailed analytics makes the process even simpler, making it possible for businesses of all sizes and individuals with different levels of expertise to use programmatic advertising. This has leveled the playing field, allowing even small businesses to compete in digital advertising.
Learn More About Programmatic Ads with CTV Blueprint
Programmatic advertising uses algorithms and real-time bidding to show ads to the most relevant audiences at the ideal time. Because programmatic ads are placed automatically, it’s also more cost-effective for advertisers. At CVT Blueprint, we believe that programmatic advertising is one of the best ways to reach your desired audience. To learn more, contact us today.