Beginner’s Guide to Programmatic

Beginner’s Guide to Programmatic Display Advertising – Everything You Need to Know

Beginner’s Guide to Programmatic

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Marketers all over the world learn thousand of different things every year. Programmatic advertising is a thing that has become popular quite recently, however it is not new at all. In far 2013 IDC made forecast that its expenses will reach approximately 60% by 2016. In dollar estimation, it was more than 33 milliard two years ago.

The situation gets even more complicated that many newbies, altogether with old-timers, consider programmatic and RTB advertising as just the same thing.

In our article we will make it all loud and simple for you to understand what it is about and how you can win from these trendy things.

Closely connected, but different

Displays buying that refers to digital advertising is the most powerful and often used marketing tool. At the beginning, publishers and advertisers used to contact each other directly by e-mails or any other ways to discuss prices, amount of display and other details of cooperation.

Internet became a popular playground for people and the processes should have become quicker and more flexible. Old system was clumsy and time consuming. Besides, development of mobile Internet, a lot of gadgets with connection to websites have appeared. There was nothing left to do, but change it all.

Programmatic was designed to save advertisers’ time and money. It also helped in showing particular ads to those who can be really interested in them.

So, what we have.

Programmatic media buying is process of inventory purchasing with the help of special software based on different algorithms.

It is of great use nowadays as we have to deal with thousands of users fragmentation caused by different digital channels and potential publishers. Higher efficiency is one side of the coin. Additionally, the approach contains information about clients’ behaviour, geography, time zones and other factors that help advertisers to tune their targetings more precisely and plan more detailed budget for the campaigns.

RTB (Real Time Bidding) is mainly an auction where advertisers bid against each other via specially designed automated platform, like DSP. Generally, it looks as follows:

When a person visits a website plugged to programmatic, advertisers are immediately informed about it and see some information about him: approximate age, location, the device he or she uses, previously visited websites and some other. According to it, the decision is made how valuable the client is and how much can be paid to show ad exactly to him. The biddings started and a right to display the ad is given to that advertiser who had offered the highest price.

What is the difference between them?

First of all, RTB advertising is one of the forms of programmatic implementation.

Ads, acquired with the help of programmatic, are often connected with premium publishers like Forbes or The Wall Street Journal. These playgrounds generally hold some inventory on their website and don’t show it at the auctions. They sell it directly to advertisers for premium cost that guarantees publishing for a certain period of time or certain amount of displays. Such approach is called programmatic direct.

Why it is beneficial?

As we said before, such technology excludes human interaction and helps both main players meet without intermediaries. Thus, the cost of advertising campaigns is lower for one party, while the other one can have more income as there is no mediation and nobody is charged for it.

Besides, mass displaying meant showing ads to those who are not likely to be interested in it. Using programmatic, you will stop wasting your money and have more effective campaigns. People don’t like ads, but they are more loyal to them if they are relevant to their needs and interests.

If you still fear to go to programmatic at all, you can try to combine both approaches and later choose which one will be more beneficial for you.


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Ad Exchange Guide. What Publishers Need To Know In 2019

Ad Exchange Guide. What Publishers Need To Know In 2019

Ad Exchange Guide. What Publishers Need To Know In 2019

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When we talk about programmatic, there is a set of issues that are difficult for understanding both for publishers and advertisers. The worst thing here is that the terms often remain nit revealed that leads to misunderstanding, wrong implementation or ignoring of important practices at all.

Smartmedia wants to stop it and bring some light to the dark. For today, we are going to discuss such entity as ad exchanges, what they are about and why we need them.

First of all, let’s have a look at some historic reference. According to Digiday, the amount of displays was nearly 70 billion. The expenses for the advertising at that moment were something like $50 milliards. It can be terrifying and impressive what are the digits for it now, after several years passing.

As you can see, advertisers all over the world take it all seriously. So, the guide we have prepared for you will be a great help to succeed and understand it all in details.

What is ad exchange about?

The most convenient way is to understand it as a technological platform where publishers come to sell their inventory and advertisers, logically, buy it. There are different type of resources that can be represented there: video, mobile and display ads as well as any others in demand.

Publishers are interested in the approach as there are thousands of auction they can participate in and, thus, earn more money from their websites.

Advertisers, in their turn, feel it easier to cover the audience in a big way and implement different targeting options to make their campaigns even stronger and more effective.

DSP or Ad Exchange: do they mean the same or not?

It is a common mistake to mix these notions and understand them as just the same thing. However, the thing is a bit tricky here. Both parties cannot exist without each other and complement one another.

Ad Exchange is a part of programmatic platform that takes stock of ads from several advertising networks and make them available due to API RTB.

Full use of Ad Exchange platform for any of the participant is possible when they have something to have control of bids. Normally, it is an application or specially designed software that can interact with RTB Exchange interface and helps the advertisers to estimate the displays in real time mode.

Use of DSP helps our players to automate advertising buy-sell process in terms of several exchanges. Peculiarity here is that all the details like inventory cost, volume, place of location and all that stuff remain open and transparent.

Types of Ad Exchanges

There are two variant available:

  • – Open – they can be considered with a huge market, where billions of publishers and advertisers are represented. Main problem of this “bazaar” is lack of security and fraud. You certainly know them, for example, Google Ad Exchange is one of the representatives;
  • – Private – it can be called as more improved version. Only exclusive publishers are registered there, and they decide themselves what type of advertisers can be invited or excluded.

What are the benefits?

  • – Absence of intermediaries helps to regulate the costs: advertisers spend less (as they don’t have to pay commission to ad networks) and publishers earn more money (for the same reason, actually);
  • – Automation makes it quicker than making coffee in the coffee machine;
  • – Focus not on the traffic from the website, but to each particular visitor, that means that young playgrounds with less than 1 000 people per day can participate;
  • – Accurate targeting helps to deliver ads to the people who are more likely to be interested in particular goods or services;
  • – Advertising campaigns become affordable for companies with small budgets too.

Do you have any more questions? Write us to learn more and launch your further campaigns with programmatic approach.


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The 5 Step Marketing Research Process

The 5 Step Marketing Research Process

The 5 Step Marketing Research Process

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Marketing is never to stop. Different trends, approaches and notions, like RTB marketing, appear every day. But before implementing any of new or old technology marketing research should be made. It is a ground of all further marketing solutions.

To make it more understandable, it is like calculating the cost of a new house you are going to build: construction materials, how many floors you can afford and actually want, cost of interior decor. You are unlikely to take next steps before having this information.

However, it is not the same in marketing world. It may sound surprising, but marketing researches is the first thing that many companies primary reject. Main reason is financial insufficiency, while the process may take time, too, that is not always convenient if you need to be quick.

Nevertheless, some skilled startups may easily reassure you that marketing research is not a synonym to big expenses at all. It can be affordable and very useful if everything is done right according to several simple rules.

1. Set the problem and define goals

Any activity should be oriented for particular goals. They can be achieved by resolving several problems. In some sense, we can say that a problem is like a mini-goal that will lead you to the aim you need.

Besides, you will need a hypothesis. It may be not true, you may give your own speculation based on particular facts, own experiences or feelings. At the end of your marketing research you should compare it with real facts you have found and confirm it or reject.

2. Plan your marketing research

Planning is a key to success in any business. Here you should define exact steps you are going to take.

Advice: you’d better write them on a piece of paper to understand what you should do after each activity.

Think about target audience where you will make a selection. Obviously, it is not possible to talk to all citizens in megapolis, but 100 people can be a good variant. Huge companies have certainly bigger audience, but if you represent a startup with unknown prospects, this amount will do.

Mind the cost! Calculate the price you may need for the research. Of course, it is better to write a bit higher prices for all the services connected to fit in a budget.

Besides, there are also time expenses for performing the research, results analyzing and coming to conclusion.

Make a table with 2 columns for these points and write what it will cost you.

3. Collect information

There are different variants like opinion polls, surveys, observation, experiments etc.

Some experts also come to methods of desktop researches. It means that information has already been collected by someone and you make your analysis according to that data.

Note: you remember to write down the method you are going to choose, don’t you?

4. Analyzing the information we have

The information you have received should be classified so that it could be “readable” and understandable.

There are lots of variants for representing it:

  • – tables;
  • – diagrams;
  • – graphics etc.

Any method that will help to have clear view of the data you got will be suitable.

5. Representing information

Now it is time to show your colleagues or bosses what is the information you posses is about. Making tables is a good options, but radius charts are more vivid and effective. The proportions will help to see immediately how people react to something, how often they buy certain products and so on.

There should be kept a balance between visual effects and information capacity. The latter is even more important. The quicker everybody understands result, the less time you will waste for explanations and the faster you will come to the conclusion what to do with the moods of your target audience.

We hope, you feel no fear about marketing research. If you still need aid and supervision – write us to dispel fears.


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Ad Networks vs Ad Exchange

Ad Networks vs Ad Exchange. What’s the Difference? Which is better suited for you?

Ad Networks vs Ad Exchange. What’s the Difference? Which is better suited for you?

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The growth of ad demanded was getting bigger since the first days of Internet advertising appearance and it is no surprise that publishers and advertisers were seeking ways to satisfy their needs.

The first result was ad networks appearing. But Internet was becoming and more popular playground, as a result, there were more websites and apps coming in. The capacity of existing solution was not enough, billions of free inventories were waiting for their advertisers. Ad exchange was a result of the challenge.

There is no use to listen to anyone who says that exchanges are better than networks and vice versa. We normally don’t compare an armchair with a stool as we understand they both are effective in different situations. When we talk about advertising, it is a common case for advertisers to use a mix of the approaches. We cannot exclude none of the variants, as their coexistence is a part of huge advertising mechanism that will become depleted in case of removing any of them.

What ad network is – some fact that will help you to understand it deeply

To say it simply, it is a place where advertisers and publishers meet. These playgrounds are highly automated, so that the campaigns running is easy and transparent. Generally, all the resources gathered there are segmented to categories for advertiser to feel more confident in finding particular audiences that covers age range, location requirements or gender etc.

Publishers like ad networks as they can sell the inventory they couldn’t establish directly to advertisers. In such cases we talk about remnant or non-premium inventory. It is a common practice for publishers to participate in several ad networks. Of course, their chances to get money will increase and the same as they are more likely to sell all ad space they have.

Advertisers see their benefit in opportunity to have bigger selection of publishers and cover bigger audiences. In addition to that, advertisers are welcomed to launch different cheaper campaigns that will be absolutely impossible in case of direct contact to publishers.

Ad Exchange – when we need it?

You may get surprised, but publishers with remnant inventory still remain in spite of sea of ad networks. Ad Exchanges help to launch campaigns with high targetings to choose that one display that will deeply suit advertiser.

Nowadays ad exchanges look like online playgrounds where advertisers, agencies and publishers can participate in ad buy-sell process with the help of DSP and SSP. Real Time Bidding (RTB) technology is used there. In comparison with traditional advertising network, advertisers bid against each other offering the highest price they can afford to show their ad to a particular website visitor.

Publishers will like here that point that sometimes their inventory can be sold at extremely high prices they can never have from typical ad networks. Besides, as main focus is on the visitor, not website in whole, even websites with not big traffic like 1 000 people can participate.

What to choose?

RTB advertising has started it work really long ago, but it became popular quite recently. Marketers should be the first people who are ready to try on something new and promising, but, surprisingly, there turned out to be a lot of skeptics about the approach.

Ad networks are very unlikely to stay as it is, their owners have predicted hype and started implementing RTB technologies. Representatives of a new school also found out what they can adopt from traditional advertising form.

There is no answer what is better, as a lot depend on your goals and, sometimes, budgets. Anyway, why not to try both approaches and harvest from them both?


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What is Real Time Bidding

What is Real Time Bidding

What is Real Time Bidding

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Internet is a very interesting part of online world. Like a living body, it grows, evaluates and adopts new features. Modern marketing is like a young gentleman: it has a lot of things in its basement from previous forms, but is completely different to them. The point is that due to evaluation and growth we have too many different words, notions and abbreviation it may seem difficult not to lose the common sense of it.

Real-Time Bidding advertising is one of the things on trend. A lot of people talk about it, but not so many really know what it means. Luckily, you can join the group of those who understand what the buzz is about after reading our article.

A bit from advertising history

When the art of Internet advertising has just started, it was a common practice for companies contact websites owners directly. The approach is still used by small businesses, especially if you have too specific product. The problem is that the traffic you get from it can be very scanty. Besides, all negotiations took time as well as changes in the campaign, that might be a problem if you need amendments right now.

The situation seemed a bit better with advertising networks appearing. They performed an intermediary function for publishers and advertisers. The process looked perfect at the first sight: you need to sign up, set details for your campaign and press “start” button.

However, there is a fly in the ointment: you could buy displays on the websites where your potential audience may hang out. But, just think, if you have dropped into a website about fictile art, you may be not interested in buying pottery wheel as you have just wondered how things are. Such situations may happen quite often and is definitely a waste of money.

Also, you should mind that advertising networks take some fee for their services, reports and equipment use. It makes ad campaigns more expensive for advertisers and publishers could also earn more from their websites.

One more problem is that the cases of fraud and cheating are, unfortunately, often there.

Time when changes were in need

RTB in comparison with traditional ad networks offers more personalized approach. When surfing the Internet we leave some shade that can help product owners to identify us among thousands of other users. Generally the information collected is anonymous and contains information about our location, approximate age, type of the device we use, previously visited websites, interests and so on.

When RTB is involved, advertisers are always informed when a new visitor enters the website plugged into the system. They can see the information we have discussed and, according to it, make a decision about value of this particular person exactly for the company and how much everyone is ready to spend for showing to him or her the ad of the product. The advertisers start bidding and the winner is defined by the highest price. The ad is shown and everything will be repeated with a next user. If you haven’t guessed yet, the business lasts less than a second, when a page is loaded.

As you can see, human interaction is hardly possible here. Artificial intelligence and complicated algorithms are used to perform the procedure. The technology used for RTB functioning is called programmatic.

As you can see, it can be compared to traditional auctions, like Christie’s. And, in the same manner, it can be open and private. We have already discussed functioning of former one. Private auctions technically work in the same manner, the only difference is that the publisher there are huge tycoons like “The Daily Telegraph” and they offer premium inventory to sell premium advertisers they choose themselves.The prices here are higher, but the quality of the traffic writes itself.

Why you need it?

  • – You have no mass affecting, especially n those who are not interested in it;
  • – As a result, people are more loyal to ads as it is not a random selection, but something that corresponds their interests and needs, thus, you will have more clicks;
  • – Advertisers spend less money on the campaigns and publishers also earn more, because no third party is involved.

RTB is conquering the market and traditional forms are unlikely to die out, but to change the form existing significantly.


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Affiliate Marketing for Beginners

Affiliate Marketing for Beginners

Affiliate Marketing for Beginners

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You may have your little blog about sewing, secrets of putting on makeup and so on. Of course, the project you have started one day was just for fun or you felt the necessity and honest desire to share the information you have earned with other people.

It’s really very generous, but if you are reading this article, there is a big chance that your blog is really interesting and useful and now you have a certain audience and started thinking about having some money from them.

First of all, calm down and don’t feel awkward. Think of it as a way of thanking yourself for the content you create. It is very cool, if you have enough your own experiences and life stories to write the posts by yourself. But sometimes you may feel need to make a review and you will have to scan a lot of information before it becomes a solid article. It is your time and efforts that should be compensated. What is more, you don’t even have to work a lot. The idea of having side income is more than just possible, but first things first.

What affiliate marketing is about?

Several decades ago, when television was actively used for advertising, famous singers and actors were in habit to advertise something, saying they use certain product and very happy about it.

The logic remains the same with a slight difference. Modern people are no longer interested in unknown celebrities, they are ready to rely on opinion of people that are respectful especially for them.

Bloggers have taken this mechanism: they earn audience, gain their trust and after it they may start recommend a certain product. They don’t produce it, so their investments are null, but they get a commission from each deal that was done with their help. That is what we call affiliate marketing.

Let’s see an example to make it more vivid. For example, you are subscribed for a healthy lifestyle blogger. One of the posts can be about jogging, how important it is and what helps him or her to feel better, for example, special shoes. There can be offered a detailed review of the product, its pros and cons and some details. Generally, such posts are provided with a link of the supplier. If you feel interested, you click the link and get to the page with the trainers. You feel so excited by the information the blogger gave to you and you decide to buy them. You get a pair of new cool trainers, the company has sold one item and the blogger gets the commission for the deal.

Advice: the products you recommend are desirable to be really tested by you and should be of really good quality. Otherwise, you risk to reputation of a dishonest person and lose your audience.

How to start earning money from affiliate marketing?

You can contact manufacturers directly. Be succinct when writing to companies, you should give link to your blog, tell what it is about and, obligatory, tell the traffic you have (not less than 500 people per day is generally acceptable).

Join affiliate networks. There are thousands of them with different requirements about topics, traffic, location issues and so on. It can nurse your pride to stand in the same line with popular bloggers, but if your project is not huge yet, try to start where you are welcomed. Nobody prohibits to cooperate with several networks. Their benefit is that you are free from seeking the companies and discussing the details, all the information about rewards and regulations is in your personal account.

In case of direct contacts, you will have to spend time for search and negotiations, but the commission can be higher.

Try rtb marketing when you will cope with affiliating. Write us to know how to do it properly.


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How to Build an Inbound Marketing Campaign in 9 Easy Steps

How to Build an Inbound Marketing Campaign in 10 Easy Steps

How to Build an Inbound Marketing Campaign in 9 Easy Steps

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When we talk about inbound marketing campaigns, we understand here implementation of certain tools and steps to reach our marketing aim, like increasing amount from visits to leads.

Great advantage of the tools used now is their measurability, so that marketers can easily prove necessity of investments and their outcome.

The process of campaign creation and launching only seems to be strange and difficult. We are sure that it will go easier if you use the instruction we have prepared for you. Just 9 steps will help you to have the process neat and smooth.

1. Come to a focus on a specific person (or people)

It is some kind of preparation step, but before taking any actions at all, you should have clear and exact portrait you work who for. It will help you in future to adapt strategies and send messages according to the portrait of “your” customer.

2. Make sure your goals suit SMART rule

Goal planning is obviously important. Having something happening is not the recipe, you should have understanding how successful you are. Every marketer will tell you that goals should be realistic as dreams like “to become a business shark” are hardly possible if you manufacture products for small market for neighbour locations. We offer to estimate all your goals according to the following characteristics:

  • – Specific
  • – Measurable
  • – Achievable
  • – Realistic
  • – Timeous

3. Create your valuable offer

We’d like to focus your attention on the word “valuable”. No matter what it is: a book, online course or a face cream, you should think which use it brings to your client. Commercial offer itself is no longer a point of interest. Your target audience will be more positive if the product you offer resolves already existing problems, i.e. makes life easier and more enjoyable.
Advice: you will feel more concentrated if have hard deadline for creation for all the parties involved.

4. Make your conversion way effective

A lot of young brands think that it is not important and may be a burden for your clients. But if you don’t have a call-to-action, a landing page with form and a thank-you letter, you will have less measurable campaign in future as a result.

5. Start your campaign with effective emails

Nobody will buy from you, if they don’t know you exist. The language of emails you send should be relevant to your target audience mind. If you have several “ideal customers” it means that you will have to create a template for each group.

6. Include SEO

Have a look at your website and the text you publish there before you go into blogging or similar stuff. You should think what your customers generally type to find the product you offer and whether you have these keywords on your website.
Advice: use word combinations with long tails. Pay attention to that keywords that have several clicks every month.

7. Create smart blog posts

First of all, the keywords you have defined can and should be used to make attractive headings. It will help your clients to understand the nature of your offers. Commercial messages are not welcomed, write your call to action at the bottom of the page. The content itself should be useful and the more options for reposting it in social networks, the better for you.

8. Use social networks wisely

It is, probably, the most fashionable trend nowadays. But, as we have said before, general idea is not just to something, but to have investigation and contact your audience on that channel they are more likely to spend their time.

9. Launch, set up, analyze, improve and repeat it all

Start of your campaign doesn’t mean that you have time for relax. Vice versa, you have to keep an eye how it is going, analyze after a certain period what was working for you, what you should improve and so on. Next iteration should be made with keeping this information in mind.

Start your campaign with these steps we have offered, other schmancy things like rtb advertising deserve being implemented, but have the patience to do it a bit later when you feel more confident with things.


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A super accessible beginner’s guide to programmatic buying and RTB

A super accessible beginner’s guide to programmatic buying and RTB

A super accessible beginner’s guide to programmatic buying and RTB

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Programmatic approach has become popular quite long ago. But the buzz around is still very loud. It seemed to be enough time to study a new trend deeply and see how useful it is, however there are generally two opinions about this. Some marketers have welcomed it, while others see it as something hardly deserving respect.

We hope that you don’t panic as we are going to clarify what programmatic is about, how it relates to RTB and what are the differences from traditional advertising platforms.

Programmatic buying

There is no special secret, in fact it means automated. When marketers tell you about programmatic buying they imply that the inventory was bought automatically from the webpage or there was a price stated for it, or direct purchase that means that this ad space will definitely belong to you.

Programmatic RTB (Real Time Bidding)

These both terms often go together, so that a lot of people refer them as just one thing. However, RTB is a form of realization. Its main sense is in an open auctions where advertisers bid for each separate impression.

For example

When a visitor drops into a website plugged to RTB systems, all advertisers are immediately informed about it. They have a set of information about this user: his gender, approximate age, which device he uses for surfing, location he is likely to be and some other things. All the information is anonymous and can’t show directly on a particular man or woman, but it is enough for advertisers to make a decision how important this user is. They bid and a winner with an offer of the highest price shows the ad to that visitor. The process is not just quick, it is faster than a cheetah, as all backstage happens at the moment of page loading and is finished when the user sees the ad. The procedure will be repeated with every new visitor.

Human interaction is excluded here and the tons of information are successfully operated with the help of complex algorithms, machine learning and artificial intelligence.

Mind that there can be private auctions too. It is the case when a huge publisher is selling its premium inventory and is obviously interested in high prices. The rules of acceptance for advertisers are very strict here and only publishers can decide who is to be invited or rejected.

Main benefit of the approach is to make ads personalized. Each user sees the ads that suit their online behaviour, for example, previously visited pages. People don’t like ads, but they feel more loyal when the offers they see are in balance with their interests and, thus, click the ads more often. Clients feel less frustrated about the ads they see and companies can sell a really useful thing and, probably, get one more regular customer in the future.

What is the future of traditional ad networks?

It is a common case when a new trend is coming, the previous one is vanishing. Luckily, all the rules have exceptions. Ad networks started implementing programmatic approach in their work, even cases of RTB using is not a rare thing now. Representatives of another idea have also found out they have what to take from their predecessors. The most possible variant is that fusion and appearing of something new at all seems to be the likeliest.

Adopting new things immediately may be even not wise at all, but Internet and all related mechanism are certainly not to remain solid and stable. Leaving old working technologies may be painful, but it will be even more difficult to realize how far you are from the competitors who have tried.

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What is programmatic advertising and how does it work?

What is programmatic advertising and how does it work?

What is programmatic advertising

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Many business owners keep asking a question: WTF is programmatic advertising? Programmatic advertising platform denotes a special approach, which is directed to the automation of buying and selling of different adverts. This method applies artificial intellect and real-time bidding technologies, which allow displaying adverts online. The programmatic platform is used for advertising via social media, video, and mobile campaigns as well as traditional marketplaces, for instance, TV.

The meaning of programmatic platform

The first steps in the development of programmatic advertising approach were made using remnant inventory in order to increase its efficiency. The approach has been evolving very fast becoming an integral part of modern advertising. The method applies special software to purchase digital advertising. Thus, human involvement in the process is minimized, which precludes possible errors or fraud. The approach also saves lots of time, as there is no need to organize meetings and negotiate on prices and other issues with your partners. Programmatic ad exchange can do everything automatically. The system is much cheaper and more efficient than the traditional method. As a result, marketing specialists can concentrate on more important things, for instance, the improvement of their advertising campaigns.

Note that the programmatic method is not the same as real-time bidding. The latest is just a part of the approach. Real-time bidding deals with auctions, while programmatic approach also allows purchasing ads via various websites owned by publishers.

The specialists claim that the programmatic approach is a future of advertising. The number of ads purchased via this platform keeps increasing. Certain brands even have specialized teams to handle their programmatic ad buying. Today many media companies work on the development of a programmatic solution, which will allow buying and selling not just digital but also traditional adverts.

The effective application of the data for programmatic use

To build a good programmatic strategy, it is vital to understand the behavioral insights. There exist three types of data:

  • – first-party (the information, which advertisers have on their clients)
  • – second-party (the information, which is collected by someone else, for example, various agencies, and shared with the brand)
  • – third-party (the information, which can be purchased).

The data should be smartly used in order to expand the audience, which is similar to the existing one. To do this, it is required analyzing the behavior of the clients and searching for people with similar behavior. The latest might become your customers in the future. Thus, you will be able to define the target of your adverts making emphasis on the scale or accuracy.

To apply the programmatic approach, it is possible to use either an agency or in-house model. Remember that in the latest case, it is required having appropriate knowledge and resources. Working with agencies, advertisers can avoid any risks. Nevertheless, many companies prefer a combined approach.

Working with the programmatic method demands a deep understanding. Only in this case, it is possible to achieve transparency and the best results.


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What is Display advertising?

What is Display advertising?

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Display advertising is one of the popular tools, which is used in online marketing. This type of ad applies various forms including images, audio, and video. Thus, a certain message is created in order to transfer it to the target audience.

What are display media and its variations?

Digital display advertising is a kind of adverts, which are created in the form of boxes and located on various sites. They are mostly placed on the top of the webpages. There are several most preferable forms:

  • – banners
  • – large text billboards
  • – videos.

The websites offer special sections for the placement of such adverts. This space is paid and created for fast conversion. The sizes of such adverts might be different. However, there exist several most popular ones:

  • – 336 × 280 or 300 × 250 pixel rectangles
  • – 300 × 600 pixel ads (half-page adverts)
  • – 728 × 90/320 × 110 pixel adverts.

There exist other formats of display ads:

  • – Rich media: it includes videos, which can start unexpectedly or those, which are played as soon as you hop over them. The latest variation is considered more polite.
  • – Interstitial: this type of advert is full-screen. It can pop up accidentally during the user’s activity (for instance, while clicking on different webpages).
  • – Overlay: it is similar to the previous type, as it also pops up. However, this variation is transparent, so the users can see the content placed behind it.

The advantages of online media displayers

Any kind of display advert possesses many positive aspects for the users:

  • – it is authentic (the specialists create it in a definite way making the ad blend in the surrounding, so it is pleasant to an eye)
  • – it is characterized by flexibility (it is possible to choose any format, size, colors, and other features to create a unique advert)
  • – it is easy to measure (there are special analytic tools, which allow controlling the number of clicks, conversions, etc.).

At the same time, it is required being creative choosing this digital ad type. Many people just ignore such adverts, as they are very widespread. Thus, the view-ability becomes lower. It is also connected with the Ad Blockers, which are widely applied by Internet users.

How to create effective display ads?

If you want to create effective display advert, it is required to follow definite tips:

  • – try to make it visually stimulating (never allow the ad looking too heavy because it will cause ad blindness)
  • – do not be afraid of experiments (it is advisable to try various types of display ads in order to find the most effective format for your product or service)
  • – try not to be irritating (the ads very often look interruptive. The most annoying type according to the users’ opinion is autoplay advert, which is a key reason why so many users download ad blockers)
  • – add a direct call-to-action (think about the main purpose of your advert and send a direct and short message to a target audience)

Creating display adverts, it is required to consider the intended audience, people’s interests, motivation, and other peculiarities. Thus, you will be able to make your ads effective, while the conversion will become much faster. It is also vital to find appropriate platforms to place the display adverts in order to reach your target customers.


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