Programmatic Media Buying
The Future of Digital Advertising
Deliver your target audience personalized advertising across multiple channels at a fraction of the cost of traditional retargeting and display ads.
The Evolution from Display Advertising to Programmatic Buying
Programmatic Ads: A More Precise Digital Advertising
Traditional display advertising has been a cornerstone of digital marketing. Display advertising – consisting of banner and video ads – has reigned supreme in the world of online advertising for decades.
Display ads transformed the way businesses deliver messaging. But they often reach broad audiences missing the mark and leading to wasted marketing budgets and negative impressions of your brand.
When managed poorly, display ads can be a money pit with a very low return on investment (ROI). When executed correctly, however, you can reach potential customers with precision and demonstrate a measurable ROI for your business.
Valve+Meter’s programmatic advertising delivers even more automation to the ad-buying process and streamlines the targeting of your audience. Not only do your ads reach the right audience, but Valve+Meter’s programmatic marketing allows your business to purchase ad inventory in real-time.
This innovative concept ensures that your ads reach the right target audience at the right time and place.
Properly constructed and executed campaigns increase click-through rates, drive higher conversion rates, and reduce overall marketing cost per acquisition (MCPA).
Key Ad Trends
Programmatic Advertising Delivers Data to Increase Your Revenue
Don’t get burned by bad digital advertising. Marketing agencies still need to spend enough time researching ad types, networks and possibilities.
Let’s Build Your Programmatic Marketing Strategy
As programmatic marketing rises in popularity, key tools must be used to gain competitive advantages. Split-test ads, offers, and custom landing pages empower your ads to attract more than clicks. Start a free consultation with Valve+Meter strategists.
Programmatic Media Buying with Valve+Meter
How does programmatic advertising differ from traditional media buying and display ads?
Traditional media buying entails purchasing ad space on various platforms manually, then demanding strategic planning and negotiations throughout the campaign.
On the other hand, programmatic buying is an automated evolution of this process. When a visitor lands on a website, that site instantaneously communicates with ad exchanges or supply-side platforms (SSP). The SSP quickly shares user details with demand-side platforms (DSP), and real-time bidding commences.
The result? The most relevant and highest-bidding advertiser’s ad gets displayed to that visitor.
What makes programmatic advertising a game-changer is its precision and efficiency.
By leveraging platforms that provide a real-time marketplace linking countless publishers with marketers, ads are placed more strategically across the digital landscape. This automation offers unparalleled cost-effectiveness and ensures the relevance of ads to the website’s audience.
In a fractured digital landscape where individuals from within your audience may frequent dozens of different websites and platforms, programmatic ads offer an expansive reach.
From banner ads gracing websites to native ads that seamlessly meld with content, Valve+Meter places ads where your target audience dwells.
Whether they’re browsing websites or watching content on platforms like YouTube and Instagram, programmatic marketing ensures your brand message reaches them.
In today’s fragmented media environment, programmatic advertising isn’t just about visibility—it’s about reaching the right eyes at the right time.
Programmatic Advertising Strategy
Does your marketing company understand your business?
Automation of programmatic marketing is powerful but only if designed and deployed properly. Your business, ideal buyers, and your goals are all unique.
Valve+Meter employs ThinkFirst™ to understand your current situation, develop a pathway to meet your goals, and transform the role marketing plays within your growth.
As programmatic marketing rises in popularity, our experts lead you into a cookie-free advertising landscape with confidence and clarity. Programmatic advertising helps you shift from third-party cookies to a contextual targeting strategy.
By researching your marketplace, Valve+Meter pinpoints the keywords, website content, and other metadata to engage relevant audiences across the internet.
Don’t settle for watered-down results and tactics that only focus on the number of leads.
Every step of our process builds a custom campaign from the initial discovery and planning to the landing pages and optimization. Our process doesn’t just get eyes on your ads, your conversion rate and revenue increase.
Earn immediate results and build a structure to repeat, scale, and grow your program to meet sales and operations needs.
At the outset of every programmatic campaign, you will work directly with our strategists.
During this stage, we deep-dive into your business objectives through our ThinkFirst process.
Through this introspection, we gauge how programmatic advertising aligns with your business’s direction. This form of digital advertising, although powerful, may not resonate with every client.
By learning about your business, including your strengths and the competitive challenges you face, Valve+Meter examines what benefits of programmatic advertising will drive you forward.
The effectiveness of programmatic buying hinges on specific business goals and needs. Only after this comprehensive assessment do we determine how embarking on a programmatic journey will yield fruitful results.
Research and Planning
Programmatic advertising is a dynamic landscape, requiring meticulous research to ensure campaigns resonate with target audiences.
When managed poorly, display ads might seem like an expense with low Return on Investment (ROI). But with the right approach, programmatic advertising can be a goldmine.
We amalgamate diverse advertising tactics to ensure your campaigns are robust and effective.
For instance, some campaigns leverage paid social media, tapping into networks like Facebook, Twitter, and Instagram to amplify brand visibility and foster conversions.
Simultaneously, retargeting plays a pivotal role, using cookie technology to re-engage users who’ve visited but left without converting. Native advertising, which offers content in a format mirroring news but is optimized for engagement, is another potent tool.
Every strategy we employ is rooted in research, ensuring campaigns harness the full power programmatic has to offer.
The journey from strategy to execution is replete with adjustments and fine-tuning.
When launching a programmatic advertising campaign, it’s not merely about setting it in motion.
The analytical approach from discovery through research and planning extends through execution.
Our ethos revolves around nurturing and optimizing throughout campaigns. This involves iterative modifications, spanning the spectrum from ad copy adjustments to landing page tweaks.
This meticulous approach ensures our campaigns don’t just take off, but also maintain a sustained trajectory.
Analysis and Optimization
The analysis phase is where we dissect campaign performances, extracting insights to fuel future strategies.
A successful programmatic campaign pivots not just on captivating visuals but also on a solid strategy underpinning it. Every element is rigorously tested.
Our design process emphasizes adaptability, enabling swift learning and adjustments.
Advanced targeting technologies enable us to narrow down audiences based on an array of parameters, be it interests, behaviors, or past interactions.
Continuous refinement in our audience targeting, married with insights from analytics, ensures that our programmatic campaigns consistently deliver tangible value, driving higher conversion rates and ensuring a measurable ROI.
Benefits of Programmatic Media Buying
Discover the Value of Programmatic Advertising
Programmatic media buying offers an advanced, data-driven, and efficient approach to digital advertising.
Valve+Meter uses programmatic advertising to build stronger and smarter ad campaigns. Because our strategists and data analysts are consistently monitoring your campaigns, you can focus on sales.
Optimized ads help you increase the value of your marketing spend. Not only do you get better value for your marketing, programmatic ads are designed to appeal to your specific audiences.
Your brand and advertisements connect with your target audience more effectively and meaningfully.
Efficiency and Automation
Programmatic buying automates the ad purchasing process.
Eliminating the need for traditional manual bookings, negotiations, and paperwork of outdated traditional media. This makes the ad-buying process quicker and more streamlined.
Our analysts spend more time focused on optimizing your campaigns and landing pages, while also increasing conversion rates.
We can access real-time data and insights, allowing our experts to make instant optimizations to your campaigns.
This leads to better ROI and improved performance throughout your marketplace.
Your sales team will also spend less time disqualifying poor leads. This leads to increased revenue and smoother operations.
With programmatic buying, advertisers can use vast amounts of data to target users more precisely.
This includes targeting based on demographics, interests, online behavior, website preferences, and more.
Valve+Meter can more effectively apply our market analysis and competitor research to outwit and outmaneuver your rivals.
Real-time bidding enables advertisers to set their desired price for an ad impression, ensuring you only pay what you believe an impression is worth.
While the primary goal is never to reduce your marketing spend, improving lead acquisition costs helps you scale faster and meet your sales goals.
Efficient spending aids you in maximizing your share of the available market.
Programmatic platforms have access to vast amounts of inventory across thousands of websites and apps, giving you extensive reach to potential customers.
While PPC and social media advertising are valuable, your average target audience spends over 6 hours a day online.
Dynamic Creative Optimization
Relevant advertising is key to making an impression on viewers.
Digital ad fatigue plagues many platforms.
Automatically tailoring your ad to individual users in real-time, ensures the user experience is optimal.
Reduced Ad Waste
With precision targeting, Valve+Meter eliminates wasted ad spend.
When ads are only shown to users most likely to be interested in your products or services, click-through rates and conversions increase.
Programmatic platforms offer detailed insights into where ads are placed, who is seeing them, and how they are interacting with them.
You can have full visibility into advertising campaigns. With Valve+Meter’s reporting, you are able to make highly informed decisions about your strategy.
Valve+Meter can adjust your budget in real time based on the performance of campaigns.
If you need to turn the pressure up to capture more leads, budgets can be increased. When you are at capacity, flexible and responsive budget management can be reduced to slow the flow of leads.
Integration with Multiple Formats and Channels
Programmatic buying is not limited to just display ads.
It covers a range of ad formats including video, mobile, audio, and even connected TV.
It also spans across various channels, providing a unified and cohesive advertising strategy.
Schedule a Meeting
Ready to take a leap into the future of advertising? Valve+Meter experts can guide you through next steps with a free consultation.
Frequently Asked Questions
You don’t need to become an expert in programmatic advertising to work with our team. With a full team of in-house experts, you can rely on Valve+Meter to answer all your questions and turn complex subjects into easy-to-understand reports.
Some of the most common questions we hear include:
What Are The Different Forms of Programmatic Advertising?
There is a wide range of programmatic advertising including:
Real-Time Bidding (RTB): This is the most commonly associated form of programmatic advertising. Many businesses that have utilized traditional display ads and media buying are familiar with setting bid strategies.
Real-time bidding allows ad inventory to be auctioned in real-time to the highest bidder, with the ad being displayed to the user almost instantaneously.
Programmatic Direct: Also known as “programmatic guaranteed” or “programmatic premium,” this model involves fixed deals between advertisers and publishers.
This model is more similar to traditional media buying but allows your business to reach audiences across digital formats. Inventory prices are predetermined, and the ads are guaranteed to be displayed.
Private Marketplace (PMP): This is a more exclusive form of RTB where select advertisers are invited to bid on inventory from specific publishers. Prices are usually pre-negotiated, and the inventory is of higher quality.
Preferred Deals: These are exclusive deals between a publisher and advertiser where prices are fixed, but unlike Programmatic Direct, there’s no guarantee the ad will be displayed.
Advertisers have the first look at the inventory and can choose to buy or pass.
Header Bidding: This is a technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. This ensures maximum yield for their inventory.
Mobile Programmatic: With the increasing consumption of mobile content, mobile programmatic focuses specifically on buying and placing ads on mobile apps and websites.
Video Programmatic: This focuses on video ads, which can be displayed on websites, social media platforms, or in-app.
Native Programmatic: Native ads blend seamlessly with the content and design of the platform they’re on. Through native programmatic, these ads are bought and sold automatically based on their relevance to the user.
Connected TV (CTV) and Over-the-Top (OTT) Programmatic: As TV consumption shifts online through platforms like Netflix, Hulu, and Amazon Prime, advertisers are using programmatic to place ads on these platforms.
Digital Out-of-Home (DOOH) Programmatic: Traditional media-like billboards are now being sold programmatically. More dynamic and timely content can be displayed instead of a static print billboard. This allows for more testing and more adaptation in a previously fixed display model.
Audio Programmatic: Audio platforms like Spotify and Pandora allow advertisers to place ads based on user preferences and listening habits.
Programmatic Content: This involves automated systems placing content, rather than traditional ads, based on user preferences and behaviors. It’s a blend of native advertising and content recommendation.
These various forms provide advertisers with far more options to reach their target audience in the most effective and efficient manner. The automation and data-driven nature of programmatic ensures that ads are more relevant, timely, and impactful.
29 Key Terms to Know When Building Your Programmatic Advertising Strategy
While the benefits of programmatic advertising are clear, there are many terms that may seem unfamiliar. Cut through the acronyms and you will quickly find these key terms help you when planning your programmatic advertising strategy.
- Programmatic Advertising: Automated method of buying ad space using technology, rather than traditional processes.
- DSP (Demand Side Platform): Software used by advertisers to buy ads automatically, based on set criteria.
- SSP (Supply Side Platform): A system that allows digital media owners to manage their advertising space inventory, fill it with ads, and earn revenue.
- Ad Exchange: Digital marketplaces where publishers and advertisers buy and sell advertising space.
- Real-Time Bidding (RTB): Live auction where ad impressions are bought and sold instantly.
- Private Marketplace (PMP): An invite-only RTB auction where a publisher invites specific advertisers to bid on its inventory.
- Programmatic Direct: Direct buying of advertising space without the auction process.
- Ad Inventory: The total amount of ad space a publisher has available to sell to advertisers.
- Data Management Platform (DMP): Software that collects, organizes, and activates consumer data from various sources.
- Target Audience: The specific group of consumers an advertiser wants to reach with ads.
- Ad Impressions: The number of times an ad is fetched and possibly seen by viewers, whether or not it’s clicked on.
- Cost-Per-Thousand Impressions (CPM): The price of 1,000 ad impressions on a web page.
- Cost-Per-Click (CPC): The amount paid by an advertiser for a single click on its advertisement.
- Lookalike Audience: A type of audience made up of people who are similar to an advertiser’s existing customers.
- Retargeting/Remarketing: Showing ads to users based on their previous internet actions outside of the advertiser’s website.
- Ad Format: The way in which an ad’s content is presented, e.g., video, display, native, or audio.
- Ad Creative: The actual content and design of the ad, including images, text, and layout.
- Conversion Rate: The percentage of users who take a desired action, such as making a purchase or signing up for a newsletter.
- Optimization: The process of tweaking ad campaigns to perform better, based on data.
- Ad Placements: Specific locations where ads will appear.
- Contextual Targeting: Placing ads based on the content of a webpage.
- Behavioral Targeting: Displaying ads to users based on their previous browsing behavior.
- Frequency Capping: Limiting the number of times a specific user sees an ad.
- Geo-targeting: Displaying ads to users based on their geographic locations.
- Ad Tags: Pieces of code embedded in a website to collect data or display advertisements.
- Advertiser: The brand or individual who wants to display ads.
- Publisher: The website or app owner where ads are displayed.
- Ad Verification: Ensuring that ads are displayed where they are supposed to and viewed by humans, not bots.
- Viewability: Metric that tracks only the impressions seen by users.