When & How to Introduce Programmatic Display into the Paid Media Mix

Last time writing in my blog post I tried to highlight the importance of paid media branding campaigns. Following on from that piece, I think it’s important to talk about the display channel and specifically about the Programmatic Display channel.

The decision to introduce this channel into the paid media mix is really dependent on the size of the client’s advertising budget and their campaign goals. We’d suggest the Programmatic Display channel to our clients when their chance of increasing sales at a reasonable cost through typical performance media channels such as PPC has become limited. This situation is due to their brand keywords category conversion being maxed out, and therefore generating more sales for them is only possible through the expensive generic keywords category. So, in order to get more sales for the client, we’d suggest that they tap into different types of branding activity, one of which is Programmatic Display.

There is Google Display Network (GDN) that we can easily add to the media mix for this purpose. However, there is a sea of opportunities available through using programmatic display partners and bringing in various DSPs to buy ad space for clients across the Internet.

There are some generic, yet powerful programmatic players in the market with very sophisticated and in some cases unique technologies. To name a few of these global market leaders, we should mention Google’s Double Click Bid Manager (DBM), which is better known by its latest name, Display and Video 360. Then there are AppNexus, Rubicon, Rocket Fuel and MediaMath.

In addition to these, we have some brands and market leaders in particular industries who have developed and run their own DSPs. These companies such as Gumtree or Zoopla provide enormous opportunities for advertisers within the programmatic display space to connect with targeted audience segments. The reach advertisers can achieve through this type of programmatic partnership might not be as high as that gained via Google’s DBM inventory; however, with a higher chance of targeting the right audience, brands benefit from higher conversion rates. In the end, it is all about putting your message in front of those people who need your products and service most. Think about a moving company that partners with Zoopla to run programmatic ads on key audience segments such as those booking viewings on the website.

If the programmatic display channel sounds like a good opportunity for your brand, please do get in touch to discuss things further.

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