Take an innovative approach to media with programmatic

For the past few years there have been a few prominent buzzwords in marketing with Programmatic being one of the most sought after. After Google Display Network removed the ability to exclude all mobile app traffic, we needed to find a display channel that we felt confident enough recommending to our clients.

So we’ve been able to on-board, educate, and expand into the B2B programmatic space client by client with great results so far. Adding a programmatic channel to any integrated approach can strengthen, assist lead conversions, and provide very cost effective CPMs.

What is Programmatic Marketing?

Programmatic (in simple terms) is running advertising in real time. Year ago there was a scaleability issue developing on what buyers and planners were capable of, which presented the opportunity to develop an automated system of ad buying. The traditional method of buying/placing media included RFPs, tenders, quotes, negotiations, and a lot of back and forth before a contract is signed. Programmatic trading uses AI, machine learnings and algorithms to identify open display space, figure out the going rate (similar to a CPC bid to overcome the next highest bidder)

Freeing up your time by removing the arduous process of buying/placing will increase the optimization time of your display campaigns. You’ll have more time to look at different data trends and splits to find the top performing creatives, placements, audience segments, etc.

According to EMarketer’s estimates, Programmatic now accounts for 84% of all digital display ad spend with most done through private marketplaces or direct setups. If that doesn’t indicate the future potential of this channel, we don’t know what will.

What can Programmatic do for you?

Programmatic and display advertising is mostly a top of funnel engagement. There are millions of impressions to garner and a low click through rate. Users are seeing your ads, maybe acknowledging them, but it’ll be similar to a billboard on the highway, keeping your company front of mind. This medium is for companies looking to expand their share of voice, trying to spread awareness of a special offer, freshly opening, or wanting to supplement other forms of media.

3 Types of Programmatic Targeting

Programmatic for B2B companies is an intriguing medium to navigate through since every business is different in what they wish to achieve. There are 3 separate targeting options for the campaigns:

  • 1. Net New Database Targeting: each programmatic vendor has partnerships with 3rd party data aggregation companies including Bombora, BlueKai, Oracle, etc. We utilize your target demographics to isolate specific lists to target such as IT Decision Makers or C-Suite Marketers
  • 2. 1st Party CRM Lists: If your company has your own list that you use for Email marketing or have collected through other ways, we can run display campaigns to that group.
  • 3. Remarketing Campaigns: We’re able to put a pixel on your website whether on the home page or specific internal pages to cookie users and track them anonymously through the site. After they leave, for the next 15-30 days we can serve them ads on relevant partner pages to get them to come back to the site and take action.

How is our approach to Programmatic different?

In the B2B programmatic world, one of the biggest concern is getting your creatives in front of relevant eyeballs on relevant placements. Depending on which targeting type aligns with the goal of the campaign, we do our best to layer a few different lists on top of one another to decrease the volume of users and increase the relevancy level.

We also partner with specific vendors that keep fringe costs lower to maximize a company’s media budget. Many of the largest programmatic vendors will take 15%-20% ad serving fee off the top of your media spend which drastically reduces opportunity. A lot of them even will require a minimum monthly investment of $10k-$20k to even get started.

Working with us, you won’t have to worry about either of those. You’ll get assistance in creating banners, recommendations of messaging/voicing, and multiple targeting options when building out the campaigns. We’ll work very closely with your team to formulate a strong approach to programmatic that will increase visibility but also achieve your internal business goals.

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