Programmatic advertising as an advertising solution for an SME

Programmatic advertising - the right message, at the right time, for the right audience

Programmatic advertising is the buying of digital advertising, mainly display advertising, using systems and automation. Programmatic advertising helps you to reach your target audience effectively and not spend your valuable media budget on unnecessary displays. Advertising is optimized in real-time based on consistent data.

Programmatic advertising, i.e., automation of digital ads purchasing

Tired of dealing with different ad vendors every time you want your banner ads on specific websites? Is it difficult to read media reports and compare results?

Programmatic buying allows you to buy digital ads directly through an automated system. This automation allows us to get advertising up and running very quickly and react to results in real-time.

The measurability of advertising effectiveness is improved as all the information comes into one system and one report, which is automatically sent to the advertiser, i.e. you, through us. We will help you analyze the results and develop your advertising together if you are not familiar with automated media buying.

Target a relevant audience or appear in the content of your choice

This type of digital marketing focuses specifically on the target audience, which can be the advertiser’s own data (e.g. website visitors) or audience data purchased from a third party. We will make list of potential buyers who are ready to buy your product/services.

We think of it in a media-agnostic way: we capture the relevant audience without regard to which website they visit. And, thus, automated purchasing allows your business to be free from various contracts committed to media purchases.

Software purchasing and display volumes

We controlled the overall advertising volume, or frequency, very carefully to avoid wasting the digital marketing budget and irritating the audience. However, we can also look at it from another angle. 

If a particular website has content that is relevant to your business, we can show ads on that content. Automated buying, therefore, helps you to reach your business customers on every channel.

Pricing for programmatic advertising

Programmatic advertising is one of the most versatile ways to reach your customers across multiple channels in a cost-effective way. Cost-effectiveness is reflected in the high number of customers found and the results, as long as you are willing to invest fairly in this form of advertising. 

In general, you should invest in the thousands of dollars per month, so a few hundred dollars will unfortunately not make programmatic buying work for you.

Programmatic advertising may not be the best option for your business as the first and only channel for digital marketing. If you have already achieved good results with digital marketing and have carefully defined analytics for your company’s website, we can warmly recommend programmatic buying as a way to reach customers.

Programmatic advertising offers three different pricing options

1. CPC, or cost per click

This means that your company pays for each click on an advertisement, i.e., for each customer that comes to your company’s website.

2. CPM, or cost per mill

This means the cost per thousand customers reached. For example, CPM can be a benchmark of ten dollars, in which case you can reach a thousand potential customers with these ten dollars.

3. CPA, or cost per action

This is the cost of taking the desired action through your ad, such as a purchase in an online shop.

How is programmatic advertising measured?

Programmatic advertising can be measured in the same way as any other digital marketing channel. However, it is worth noting that this type of digital marketing is an important channel for raising awareness of your brand, which is not always reflected on direct purchases made. 

Most commonly, you will see an increase in your company’s brand awareness in Google Analytics as an increase in traffic to your company’s homepage. You’ll notice an increase in organic traffic to your business every month after you start programmatic buying.

How to get started?

Since this is automated media buying, you need to have a tool in place to make the purchases. The buy-side, or advertiser, tool is called a DSP (demand-side platform). The buyer’s side, or advertiser, tool is called DSP (demand-side platform). 

Unlike, for example, Google Ads, using the purchasing system is not free, but a slice of the purchase always goes to the maintenance of the system. The maintenance fee is a percentage and is included in the media budget used. 

We recommend that you consult an expert if you are interested in programmatic advertising. Contact us to discuss this further!

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