programmatic advertising
Programmatic advantages
Time
The process of buying advertising was
totally manual and time-consuming.
To advertise now as well as being an
easier process, is also much simpler,
through real-time auctioning (RTB) thus
removing the complexity that previously
existed. RTB enables the automation of
purchasing functions as it provides the
ability to purchase inventory based on
impressions and users.
Reducing costs
Programmatic advertising is increasingly
being used, also by optimising the
investment, thus reducing the dispersion
of advertising costs. All this, also due to
the automation of processes, directing
the advertiser to the relevant target
audience.
Programmatic advertising offline
It’s foolish to think that program
advertising is limited to online only.
Nowadays, it can and has also reached
the offline market, for example, through
digital billboards (DOOH). DOOH
programmatic advertising has the
following advantages:
• It offers greater efficiency in the
expenses for the brands because it is
possible to segment the micro-public
• Facilitates workflow
• Gives OOH (out of home) advertising
professionals the right to program on
digital and potentially leverage digital
budgets
Targeting
In addition to cost-effective advertising,
programmatic advertising allows
audience reach across multiple locations
in a single purchase. In this way, it’s
possible to identify the most relevant
characteristics of the target audience
and use these insights in order to reach
the consumer in a personalised way.
Results
It’s now possible, through this tool, to
exchange and try out different creative
media, parts, channels, techniques,
targeting strategies and analyse. This
allows the optimisation of campaigns
and thus, realise what works best.
The biggest advantages of
programmatic advertising are that
campaigns can be customised according
to browsing profile, age, gender,
purchase intention and location etc.
Advertisers decide how much they want
to pay for impressions and can avoid
dispersion of ads in places of disinterest
and random sites alongside analysis of
actual and specific data.
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