Programmatic Buying is Changing Digital Advertising for Local Advertisers

Programmatic Buying is Changing Digital Advertising for Local Advertisers

Programmatic provides advertisers more options for controlling their spend and who sees their ads.

The TV series “Mad Men” gave the general public a view into how the advertising industry operated for decades. For ads to reach consumers, brands would hire an agency, which would then plan and purchase media placements across TV, radio and print. In many cases, the agency would do this by picking up the phone and talking to someone at the desired media outlet, sometimes leveraging a past relationship for a discount of some sort.

Advertising worked that way for decades but, in recent years, digital media has upended the apple cart. With so many ad-supported websites and mobile applications, it is simply impossible for any advertiser or agency to purchase ad space from each publication individually. A marketer’s target audience is everywhere, and the amount of time and manpower required to negotiate individual deals with each media outlet would simply prove too costly.

To combat this problem, the online ad industry has turned to programmatic ad buying. Programmatic is technology that facilitates automated ad buying, providing advertisers with access to digital display and video ad space across hundreds of thousands of sites without having to set up individual deals with all of them. This includes placements across devices as well, including mobile smartphones and tablets.

In addition to solving the scale problem, programmatic also provides advertisers with far more options for controlling who sees their ads and how much they spend. Advertisers can set their own parameters for:

  • Audience Advertisers are no longer beholden to the audience that single sites attract. Programmatic opens the door for them to use different data sources to find desired target audiences across the web, wherever that audience might be. This may include consumers who previously visited the advertisers’ websites, who live in certain geographic areas, have visited specific locations (like a store or car dealership), have displayed certain behaviors or who act similarly to the advertisers’ current customers. For example, a brand can target new mothers or consumers who are currently shopping for a new car. All of this targeting is done anonymously, without the use of any personally-identifiable information.
  • Brand safety Programmatic helps advertisers place their ads on thousands of websites and applications, but that doesn’t mean the advertisers must surrender all control. The brands can set certain parameters, dictating the kinds of material that they are comfortable with their ads appearing beside and avoiding less desirable types of content.
  • Budget The old days of media buying relied heavily on a price negotiation between the media organization and the ad agency. Programmatic allows the advertisers to determine how much they want to spend for the entire campaign, and that investment will reach their target consumer no matter what sites they use.

This might seem overwhelming for some advertisers, and perhaps even too technologically complex to comprehend. Fortunately, advertisers don’t need to go it alone – programmatic ad buying across both the desktop and mobile is available from several different kinds of advertising services partners, including big national ad agencies, smaller local agencies, local media companies with their own internal ad services teams and other providers.

Sound Publishing is happy to offer these services to advertisers of all sizes, from multinational corporations to one-person small businesses. Our trained team can easily help advertisers get started in programmatic by handling all of the details; all you need to know is the goal of your ad campaign (such as to promote a new store opening) and who you’d like to reach, and we’ll handle the rest, from creative to campaign design to reporting.

More in Marketplace

PhenQ main image
PhenQ Reviews: Alarming Scam Concerns? September Research

PhenQ is a new weight loss supplement that may promote weight loss… Continue reading

Silencil Scam main image
Silencil Scam [Review] Shocking Customer Complaint Warnings?

Summary: Past Subtitle: Silencil is a natural tinnitus supplement for ringing in… Continue reading

Viscera-3 main image
Viscera-3 Review: What Are SANE Postbiotic Customers Saying

Viscera-3 is a postbiotic supplement that supports gut health. By taking Viscera-3… Continue reading

TSR
7 Best THC Detox Methods & Kits To Get Marijuana & Weed Out Of Your System

You have just started a new job and are required to pass… Continue reading

main image
Keoni CBD Gummies: Worth the Price or Legit Scam Complaints?

Cannabidiol (CBD) is a component of the cannabis plant that has been… Continue reading

main image
Kratom Vendors Review: Finding The Best Brands with Reasonable Prices

Kratom may be famous for its relaxing qualities, but buying it online… Continue reading

main image
Buying Weed Online: Best Places to Order Cannabis from Home

When you’re trying to find high-quality marijuana, typing in “buy weed online”… Continue reading

main image
Best Kratom for Anxiety & Depression: Effects & Top Strains Reviews

Kratom is a tropical plant with various medicinal benefits. Users most often… Continue reading

main image
Where to Buy Delta-8 Products Online: Best Delta-8 THC Brands of 2021

With the Farm Bill’s passing in 2018, there has been a surge… Continue reading

main image
The 7 Best Legit Essay Writing Services in the U.S.

The 7 Best & Legit Essay Writing Services in the U.S. The… Continue reading

main image
Best CBD Oils Canada- Wide: Top 3 CBD Brands of 2021

CBD Oil is gaining more popularity by the day, especially because of… Continue reading

main image
Best Kratom Capsules: Top Brands to Buy in 2021

As you probably know, kratom is available in many forms. When powders,… Continue reading