MaximiSe Your MARKETING SPEND With Programmatic ADS

Programmatic advertising is the process of using an automated system to buy and sell digital advertising space. The process is done in real-time and through automated bidding platforms. The process is automated to save publishers, agencies, advertisers time and ensure an efficient ad inventory.

In a nutshell, when you visit a website that has ad space on it (such as a google display banner), an auction occurs in real-time to see who’s ad serves that person. There are hundreds and thousands of potential advertisers who could have their ad server, but only one can win (because there is only one ad unit for one ad impression). Using data such as IP address, locations, device type, browsers, etc, each advertiser bids how much they are willing to pay to win the impression. The highest bid wins and has their ads served. This all happens in microseconds.

Simply put, programmatic advertising entails buying ad space online. Unlike the traditional method that involved advertisers’ requests for quotes, tenders, human negotiation, and proposals, this new form of advertising is run by software and algorithms. The highest bidder is awarded the online display space available.

A programmatic service is an agency that helps you manage your programmatic advertising.

Take control of your marketing and improve the efficacy and efficiency of your media campaigns with MediaOne’s Programmatic Services. 

Our Programmatic Service means you can understand and reach audiences though the best programmatic solutions.

At our core sits data and insights in all our optimising, buying and planning efforts so you can get a deeper understanding of your audience and how to influence them. 

Google Ads gives advertisers access to all the pages available in the system, and they are millions. On the other hand, programmatic advertising is broad. That is, it is not limited to one platform. Therefore, it can scale up your business much faster as it has access to Google Advertising and other excellent ad exchange platforms such as Rubicon, AppNexus, AdForm, Amazon, and many more. 

The two are closely related, but the main difference is that each targeting approach relies on connecting businesses with the customers. GDN relies heavily on Google search data to determine which audiences to display the ads to, while programmatic ads use multiple third-party agents to get more in-depth data. This data guarantees more accurate and better targeting and retargeting of ads than GDN.

The main difference between programmatic and display advertising is that the latter is conducted in a closed network. It offers limited opportunities to marketers who yearn to expand their clientele base without spending a fortune. Programmatic advertising automatically buys ad space on the website without going through multiple ad exchanges. 

Both advertising options reply on new-generation data analytics software to identify the most effective and ideal ad placement opportunities online. We recommend using both to increase your business growth rate and reach but focus more on programmatic advertising once you gain a firm footing.

One of the downsides of GDN that holds businesses from realising their full potential is that advertisers’ capabilities are limited. It does not allow you to enhance the campaign apart from creating image ads. For example, you can only use GDN for audio, video, and other TV-based ads on YouTube and its mobile application.

Programmatic ads give advertisers unlimited creative opportunities to enable them to get maximum ROI from each campaign. You can use different formats for varying campaigns and even carry out split tests (A/B testing). 

Concisely, the extra freedom to be creative gives advertisers more control over the ad placement. More importantly, it offers unlimited customer targeting and retargeting options to maximise the ad budget.

No, Google Display Network (GDN) is simply an extension of the large Google Ads Platform, (previously known as Google Adwords). The platform is tailored to help businesses target specific groups of customers with video and banner ads.

Programmatic ads give advertisers unlimited creative opportunities to enable them to get maximum ROI from each campaign. You can use different formats for varying campaigns and even carry out split tests (A/B testing). 

Concisely, the extra freedom to be creative gives advertisers more control over the ad placement. More importantly, it offers unlimited customer targeting and retargeting options to maximise the ad budget.

To some degree, Facebook Advertising is a type of programmatic mobile advertising. However, it is vital to keep in mind that the primary function of the platform is to act as a social network. Ensure that the ads displayed to the target customers through the platform are non-intrusive to get the best results.

Unlike other digital marketing strategies, programmatic advertising gives advertisers access to many ad networks, ad exchanges, and publishers. You can increase your scope and supercharge the results by using multiple formats such as media-rich interactive and personalized ads to match the needs and search intent of the target customers.

Programmatic display advertising entails automated bidding on a massive inventory of display advertising opportunities. The process is conducted in real-time and allows advertisers to display ads to a select group/segment of customers. It does not include paid search bidding, but header bidding is part of the process.

A programmatic ad strategy is a set of well-planned actions and measures tailored to help an advertiser achieve one or more advertising campaign goals. The actions are based on accurate market data and executed using programmatic advertising tools available. 

The advertiser may decide to tweak the strategy to get more results from the programmatic ads as the campaign runs. 

Creating a robust programmatic media buying plan will help you get ahead of the competition and achieve results. Here are five steps for creating the best possible plan for your programmatic advertising campaigns.

1. Ask yourself the right questions about the campaign goals
2. Get to learn anything and everything about the technology
3. Leverage a Multi-Platform Approach
4. Focus on delivering incredibly creative ads 
5. There is no one-size-fits-all solution in programmatic advertising

We recommend starting small and taking time to learn the ropes to avoid making costly mistakes, especially with retargeting ads. Every decision that you make should be based on accurate market data. Consult widely and carry out extensive market research to know which online platforms your target customers are fond of, then bid on ad space on those platforms.

Programmatic advertising is laser-focused on reaching individual customers in the large targeted audience with personalised messages just in time when they request it. The programmatic advertising platforms rely on multiple systems with advanced capabilities of predicting users’ search intent and using it to display the most relevant ads.

A demand-side platform (DSP) is a platform that is powered by new technology and represents the advertisers looking for online ad space. It allows businesses to buy different ad spaces from multiple publishers through one interface. 

Bids are submitted through the platform, and the DSP is set to assign ad impressions depending on the bid price and specified group targeting options. The highlight is that advertisers get maximum ROI due to the accurate ad placement while publishers profit from selling the ad space at the highest bid price.

DSP is designed to help advertisers manage the buying process. Supply-Side Platform (SSP) is a dedicated platform to help publishers keep tabs on their display inventory. It makes it possible for them to pitch and connect with multiple advertisers and sell ad space at the best price.

The platform is connected to an ad exchange that receives, records, and selects the highest bids in real-time. The main goal of this platform is to ensure that publishers get the highest price for every ad impression by making them available to multiple ad exchanges. 

In addition, through the SSP, the publisher can filter out advertisers or channels that don’t match their preferences and price range.

Simply put, each platform is designed to meet the needs of the parties involved in programmatic advertising.

The DSP is meant to help advertisers compare and contrast the ad space and impressions before buying. On the other hand, the SSP helps publishers provide ad spaces to businesses from across the globe by connecting them with multiple ad exchanges. 

The two platforms are synchronized and work in real-time to benefit both parties. 

There are four main programmatic buying methods, namely;

• Real-Time Bidding
• Header Bidding
• Private Marketplace
• Programmatic guaranteed
• Preferred Deals

Let us briefly look at each of these options.

• Real-Time Bidding (RTB)

Real-time bidding (RTB) is a programmatic advertising model that allows buyers to purchase ad spaces through an auction. The spaces are presented in the form of individual impressions, and the buying and selling process is done through a dedicated ad exchange.

The ad exchange is connected to the publishers in the various niches through SSP. Advertisers are connected to the ad exchange through DSP. In a nutshell;

• The publishers provide the impressions through the SSP.
• The ad exchange platform places bid requests for the impressions on the DSP.
• Once the advertiser sees the available ad inventory, they send a bid request to the ad exchange.
• SSP compares all the bids submitted and sells the impression/ad space to the highest bidder. A DMP facilitates the whole process through cookie matching and the exchange of relevant data between the supply and demand platforms.
• Once the transaction is finalised, the ad servers automatically place the creative ad provided by the advertiser to the ad spot on the publisher’s website.

Unlike other digital marketing strategies that take hours, the whole process of finalising the deal and placing the ad on the purchased ad space is completed in milliseconds and as the website page is loading. 

Since the whole bidding process is real-time and in an open market, there are no restrictions, and anyone can participate.

• Header Bidding

Header bidding is quickly gaining prominence in the industry thanks to its success so far. The main highlight is that instead of every ad exchange platform having a separate auction, all the ad exchange platforms bid for impressions simultaneously. 

• Private Marketplace (PMP)

As the name suggests, a private marketplace is an exclusive trading platform made available to invited advertisers. Due to the closed advertising ecosystem, premium publishers provide ad space or impressions to a handful of big advertisers at premium rates.

In a PMP, the advertiser’s DSP is connected directly to the publisher’s inventory, eliminating the need to have an ad exchange platform. Buying and selling of ad space are done via a real-time auction.

• Programmatic Guaranteed

Programmatic Guaranteed is a way of buying ad spots directly from the publisher. Instead of taking part in an auction, the advertisers and publishers agree on a specific price for ad placement and the number of impressions beforehand. 

Even though it does not involve any bidding, the negotiations are conducted automatically through a dedicated API.

• Preferred Deals

Preferred deal is the process of providing ad inventory to a select group of advertising partners at a fixed rate. If an advertiser opts not to purchase the ad space, it is available to the RTB or the private marketplace. 

This form of programmatic advertising media buying is efficient as it allows publishers to sell their ad inventory to exclusive advertisers. There is also an additional chance to sell via an auction if the advertisers fail to purchase them.

When you gather up all your data, search through it to discover hidden insights, then turn those insights into tangible actions, you can start making marketing strategy and business strategy go hand in hand.

For example, you can use customer analytics to improve acquisition and lifetime value, business analytics to forecast sales and reduce breakage, or media analytics – such as optimising programmatic ROI or connecting TV ads to online sales.

That’s the power of MediaOne Programmatic Services.

In the digital era, brands have mountains of marketing data. It’s hard to extract insight from this data, but it’s even harder to turn this into the actions that deliver results – for example to drive incremental growth through smarter media buying decisions. 

This are a few key reasons for this:

• Disconnected data. Data usage is one-dimensional and disconnected. By bridging the gaps between, say, TV, digital and location data, you can find powerful answers to million-dollar questions.
• Mismatched talent. The traditional skills of people in agencies don’t match those of data scientists and AI experts. This means the people who understand the problem can’t speak to those who can find a solution. Campaigns fall flat because the plan, the message and the algorithm are working at cross-purposes. 
• Rigid tech. Data management (DMPs) & media buying platforms (DSPs) have been built rigidly to deliver media metrics, not business outcomes. Google’s DSP doesn’t optimize toward ROI, let alone new customers – or high-value new customers. This makes them poor solutions for growth-oriented brands targeting incremental results.

MediaOne Programmatic Services solves these problems by connecting multi-dimensional data, fusing human and artificial intelligence to discover insights, and then turning these into scalable actions through custom integrations into rigid platforms, or placing this information at your fingertips.

As bidding on ad space happens almost instantaneously, manually doing so is not only tedious but also time-consuming. Furthermore, doing so does not yield great results. A programmatic service helps you do everything optimally, and automatically, meaning that you’re not only able to secure more ad space, but also be able to find the ideal ad spaces for your target audience.

Over the last couple of years, we have witnessed a sharp increase in the number of companies offering programmatic advertising. Here is our list of the best 15 programmatic advertising platforms in 2021.

1. MediaOne Marketing
2. Kedet
3. MediaMath
4. Amobee
5. Digilant
6. Disruptive Advertising
7. Fyber
8. SmartyAds
9. Choozle
10. IgnitionOne
11. Sizmek
12. Tubemogul
13. Google Marketing Platform
14. Appnexus Console
15. AdRoll

MediaOne Marketing is best known for providing holistic and affordable programmatic advertising services. We take pride in having a team of passionate professionals who have years of hands-on experience. We will not rest until the set goals are achieved. 

Get in touch with us for more details.

 More than 70% of online ads today are secured through programmatic advertising. Without a programmatic service to help you out, you will be losing out to a majority of your competitors. Programmatic services are gradually becoming a necessity for any business to survive and thrive.

Our programmatic solutions have the people and technology to deliver better outcomes for clients. For example:

• Revenue – our technology partner have developed a ‘cost-per-passenger’ model for Europe’s largest holiday company, Tui, in the process doubling revenue at 30% better efficiency 
• Growth – our technology partner is Sprint’s go-to prospecting partner, driving qualified leads that have allowed them to grow their digital business 60% year-over-year. 

Profitability – our technology partner helped Avis Budget Group reduce breakage in their sales process through data connection and machine-learned intelligence

There are three main ways: 

• Programmatic campaigns

• • • For brands seeking a managed programmatic service, we have trading teams certified on four major buying platforms (AT&T, Google, The Trade Desk and Amazon) where we run video, display, mobile, TV and out-of-home campaigns.
    • The easiest way to get started is a Performance Guarantee: we will deliver a minimum number of pre-agreed outcomes on a test campaign, in order to make sure they meet or beat your existing solution(s).

• Programmatic consultancy

• • • For brands looking for support with in-housing, we can share our expertise through planning, training and troubleshooting support, which can be tailored to your needs.
    • The easiest way to get started is a Consultancy Scoping Session, provided free of charge, where we can explore what you need to achieve.

• Analytics solutions

• • For brands looking for support with customer analytics, media measurement, reporting automation or solutions to specific business challenges, our analytics solutions can help. 

If you have a specific brief, one of our Solutions Engineers can draft a proposal to address this. Otherwise, brands typically get started with a Data Audit. Data Audits are designed to uncover your data potential, and propose ways in which you can realise this through enhancements to your analytics capabilities. Data audits cost $5,000, which is credited from any future analytics work.

Different platforms charge varying prices for their services. However, the average CPM for programmatic advertising ranges between $0.50 and $2. The cost is significantly lower than the human-driven form of advertising that often exceeds $10 CPM.

Embracing this form of advertising will ensure that you get maximum ROI even when on a tight budget. Be sure to compare the options available and bid accordingly to get the best spots. Also, take advantage of discounts offered by the various platforms to reduce your expenses further.