What Is Programmatic Advertising?

Programmatic advertising agencies buy and sell online digital advertising using automation. Programmatic buying companies allow a brand to engage in digital marketing campaigns that optimize digital display ad spending.

Automation in ad buying makes purchases efficient and effective. The entire process is streamlined when you work with a top programmatic company that has access to trading desks. Current programmatic advertising has a lot more options ad networks than a decade ago, including out-of-home options and AI that optimizes creatives for better conversions and return on ad spend.

If you buy digital display advertising or you buy digital ads on social media, you may want to consider using a programmatic advertising platform. Understanding programmatic media companies is easier than you may think.

IBM’s AI based bot Watson is being continuously developed for optimized programmatic media buying and is already popular in the US and UK. In one of its official blogs IBM’s VP of Marketing Analytics, Ari Sheinkin shared that the results of programmatic media buying by Watson show a stunning 71% reduced Cost Per Click (CPC). (ToolBox Marketing)

Our programmatic sales team gives you access to thousands of advertising platforms for your digital ad buying needs. Our programmatic platform works well with our ad server and ad networks when combined with any paid search and content marketing.

We have a deep understanding of programmatic ad buying platforms and have provided programmatic digital advertising solutions for a decade.

programmatic advertising

How Can Programmatic Marketing Companies Help your Brand Shine?

You can now access and purchase platforms programmatically today, including:

Programmatic TV buys

  • Purchase by channels, audience, platform, and even hours of the day.

Programmatic Audio

  • Reach millions of monthly listeners across premium digital radio stations, podcasts, and online streaming services.
  • Indulge in the ease of serving, managing, and tracking audio campaigns and display advertising in one place.
  • Layer in first and third-party data based on consumer demographics, behaviors, and intent to ensure relevant ads are targeted (and retargeted) and deliver a unique audio stream to targeted users.

Programmatic Connected TV

  • Roku, Hulu, Amazon, and more—people are watching more streaming television these days than ever before

Programmatic Digital Outdoor

  • Programmatic ads are available with digital outdoor media in cities around the world
 

Programmatic Digital Outdoor

Programmatic Desktop

  • Perhaps the oldest form of programmatic ads, purchase programmatic ads on desktop computers where users are staring right at the screen while at home.

Programmatic Tablet

  • Purchase programmatic ads on different tablets by device type, software, operating systems, and even IP address.

Programmatic Mobile

  • Purchase programmatic ads on mobile phones by device type, software, operating systems, and even IP address.

Programmatic targeting allows advertisers to use machine learning and artificial intelligence to connect with the right people at the right time. It uses many different mediums for campaigns simultaneously. Audiences can be segmented and optimized against sales, ROAS, leads, and conversions.

Computers using AI use algorithms to make ad buying, placements, and optimization quick and efficient.

Programmatic Digital Outdoor

According to Zenith’s ‘Programmatic Marketing Forecasts’ report, programmatic ad spend will reach $98 billion, amounting to 68% of the global digital media ad spend by 2020. (9dotsmedia)

How Does Programmatic Advertising Buying Work?

Programmatic ads use real-time data to identify the best online audience(s) for each campaign that you are running. We buy programmatic ad inventory through an auction via a DSP or SSP. All decisions are based on data available across multiple devices in places the target audiences care about.

Programmatic advertising growth has increased substantially year after year and the rate of programmatic advertising sales options has grown into a number of out-of-home services.

Programmatic ad spending trend

Programmatic advertising allows you to automatically buy and optimize digital campaigns, rather than buying individually from publishers.

AI optimizations replace human decisions in negotiations. Advertisers and publishers increase transparency and efficiency.

Programmatic Buying across Media Platforms

According to recent estimates, programmatically sold advertising was worth 106 billion U.S. dollars in 2019. The projections for 2020 say programmatic ad spend will reach 127 billion dollars and further grow by 20 billion by the end of 2021. (Statista)

Programmatic Audience Reach

Using a DSP

Demand Side Platform (DSP) is an automated buying platform where advertisers and agencies can purchase digital ad inventory.

Ad inventory includes banner ads on websites, mobile ads on apps and the mobile web, and in-stream video.

DSPs are integrated into multiple ad exchanges.

Using a SSP

supply-side platform (SSP), or sell-side platform, is a technology platform that enables web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill the ads space, and receive revenue. It is used by programmatic vendors.

Evaluating Success With Programmatic Advertising Agencies

Programmatic Advertising success

Premium Inventory

Access inventory from multiple sources without the additional headache of establishing unique partnerships.

Targeting Technologies

Limitless targeting and re-targeting equations ensure the right audience for each campaign or initiative. Target via household income, geographic location, job categories, and many other criteria.

Transparency

Maintain transparency with all media costs available to the client.

Brand Safety

Maintain brand safety through partnerships with reputable publishers and exchanges as well as with third-party brand safety monitoring services.

Viewability

Ensure all campaigns are trafficked on behalf of our client-partners to beat industry best practices, including GroupM policy.

Unique Cross-Channel Programs

Geared cross-channel programs toward client goals, using an optimized media mix to beat KPIs.

programmatic ad agency

Programmatic Advertising Buying & Targeting Capabilities

Demographic Targeting

Demographic targeting allows you to reach certain people based upon certain criteria. These criteria may be age, gender, income, or any number of variables. Using demographic targeting lets you narrow down your audience.

Behavioral Targeting

Behavioral targeting is a targeting technique that uses information collected about a user’s web-surfing history, such as the pages visited and searches made, to determine which advertisements to display.

Contextual Targeting

Contextually targeted ads use keywords that are very closely related to your campaign or ad group’s theme.

Mobile Device/Geofencing

Reach your audience on the go. Access inventory on every major mobile exchange and marketplace.

Geo Location

Target users in specific geographic areas of the world based on latitude and longitude.

IP Zone

Target the geolocation of a website visitor using the IP address of their device.

By 2024, the adoption of 5G based adtech is predicted to grow to 1.4 billion! (MarTech)

seo programmatic advertising

Programmatic Retargeting

Social

We offer social ad services with native news feed, sponsored units, and Tweets, as well as advertising. Users can leverage the same creative assets from display to create social ads.

CRM

Create campaigns to target your CRM contacts programmatically.

Lookalike

Create lookalike audiences to target based on conversions and key KPIs.

Site Visitors

Retarget users across much more than the Google Display Network with programmatic retargeting.  Access multiple DSPs simultaneously

Search

Drive performance with keyword generation, bid management, landing page selections, analytics, and creative copywriting. Use Google AdWords, Bing Ads, other search engines, and content delivery platforms.

What is Programmatic Advertising

Programmatic Advertising Agency Capabilities

A programmatic advertising agency should be constantly evolving like the media options that it offers.  The programmatic advertising options have moved way past simple programmatic display advertising options to digital out-of-home and even connected tv.

Let’s learn about some of the newest ways that brands can purchase programmatic advertisements from the programmatic network.

Programmatic Ad Buying Across Media Platforms

Display

Serve highly-visible ad placements in-line with the content on which your target audience actively focuses across all devices.

  • In-image and in-screen ads deliver targeted placements as contextual overlays to customers.
  • Reach visitors across more than 2,000 premium online publishers.
  • Retarget users who visited your site without converting by showing them ads that re-engage them with your brand.

seo design programmatic advertising

Native

Deliver advertising messaging in a content-relevant environment to directly encourage user experience.

  • Standard Banners: Ads served within a contextually relevant environment.
  • Content Recommendation Widgets: Sponsored content recommendations, typically at the end of articles, are designed to amplify advertiser amplification to like-minded audiences.
  • Content Creation: Services available with client-provided input and approval.

seo design programmatic ads

Social

SEO Design Chicago utilizes a down-funnel performance approach to social advertising and targeting, which is focused on converting audiences.

Access customer audiences.

  • Facebook-offered programs, and look-a-likes based on first-party data infusion
  • Facebook location targeting

Enable additional tactics with marketing partners.

  • Micro-audience optimization
  • Dynamic copy
  • Dynamic images
  • Specific retargeting programs

Search

Drive performance with keyword generation, bid management, landing page selections, analytics, and creative copywriting, using Google AdWords, Bing Ads, other search engines, and content delivery platforms.

mobile ads programmatic

Mobile

Programmatic mobile targeting allows customers to target by specific features including device information, geo signals, ad sizes, and app information.

video programmatic ads

Video

  • By leveraging long-standing relationships with top video inventory providers, we provide our clients with an open palette when creating innovative and customized video executions.
  • Out-Stream Video: Engage target audiences within a seamlessly integrated user experience. Through partnerships, we provide high-impact out-stream video units to our clients.
  • In-Stream Videos: Capture a TV experience online reaching younger, savvier audiences and engaging users with sequences of high-impact advertisements.
  • Native Video: Reach your target audience with highly engaging video ad content in an environment that is consistent with the user experience.

OTT/Connected TV

Place your brand at the forefront of modern TV viewers.

Increase brand awareness across top-tier Smart TV devices and inventory, targeting specific segments such as:

  • Demographics
  • Location
  • Smart TV Device
  • TV Network Viewership
  • TV Genre
  • Time of Day

tv advertising seo design chicagoDigital Out-of-Home

  • A mobile-tracked, audience-targeting powerhouse capable of converting movement data into actionable insights, which helps advertisers create engaging, contextually relevant campaigns.
  • Ability to increase reach and deliver sequential messaging across various locations.
  • Targeting: Identify the right audience based on attributes such as demographics, time of day, season, weather, and more.
  • Mobile Integration: Platform seamlessly integrates with mobile re-messaging.

DOOH Targeting

Proximity – Select a radius surrounding a point of interest to reach viewers who pass through that area.

Behavior – Target screens that people who display certain behavior patterns are most likely to see.

Venue – Run campaigns on screens that are in specific locations such as restaurants, airports, etc.

Zip Code – Target based on selected neighborhoods or postal codes.

Screen Type – Select screens based on creative capabilities such as audio, video, or static images.

Time of Day/Week – Activate campaigns in different spaces at different times to best reach viewers.

Weather – Reach audiences when weather conditions are likely to influence consumer behavior.

outdoor ad

DOOH Inventory Placements

Place-Based: Encompass several formats specifically located where consumers congregate for a variety of purposes

Large Format: Large format screens intended for viewing from extended distances, positioned in close proximity to pedestrians and vehicular traffic

Malls

Gyms

Restaurants

Office Buildings

Taxis

Airports

Billboards

Street Furniture

Bus Shelters

Kiosks

DOOH locations

Programmatic Advertising Audience Reach

Target Premium Sites and Specific Audiences

  • Understand valuable datasets to identify new user segments, create look-a-like audiences, retarget existing viewers, and determine what content will engage best to generate unparalleled reach.
  • Target precise audiences for optimal performance, and leverage first-party data to instantly scale ad sales offerings.

Benefits

Advanced targeting and re-targeting to access relevant audiences.

First-party data ingestion capabilities partnering with major DMPs.

Flexible pricing structure: no campaign minimums, upfront costs.

Aggressive service level agreements.

Platform agnostic to exceed media goals.

DOOH Targeting

dooh targetting

High-Impact Creatives

Capture the audience’s attention with high-impact creatives that generate major awareness and engagement. Takeovers offer the best CTR, the longest in-view, and the highest viewability in the industry.

Video Takeovers

Full high-impact video ads with static components that stay viewable 100% of the time.

Interactive Takeovers

Unique high-impact creatives allow the users to interact with the brand directly on the page.

HTML Takeovers

Brand new creatives offer Interactive elements with lots of movement that compels users’ attention.

Dynamic Takeovers

Takeovers that change based on the weather or time of day.

Programmatic Advertising Enterprise Reporting

Reporting for programmatic advertising can be just about as detailed as you can imagine.   (Available for enterprise-level campaigns)

Programmatic ad reporting

Ad Reporting Based on:

  • Publisher, advertiser, placement, line item, order, buy type, targeting tactic, ad size, ad, ad group, creative 
  • Device type, domain, operating system, IP address
  • Geofencing of zip code, city, metro, state, country 
  • Impressions 
  • Social and display 
  • Search and keywords

Programmatic Ad Reporting Measurement

  • Measurements
  • Clicks
  • Click-Through Rate (CTR)
  • Cost-Per-Thousand Impressions (CPM)
  • Video Completion Rate (VCR)
  • Cost-Per-Action (CPA)
  • Cost-Per-Person (CPP) 
  • Video Completions. 25% / 50% / 75% / 100% 

Programmatic Spend Reporting

  • Budget
  • Remaining budget
  • Pacing
  • % Delivered 
  • Spend
  • Monthly spend goal  

Programmatic ad goals

Programmatic Goals Reporting

  • Revenue
  • Click conversion
  • View conversion
  • Ticket revenue 
  • Ticket sales 
  • Conversions
  • Click conversions
  • View conversions
  • Install conversions 

Programmatic ad goals

Programmatic Flight Reporting

  • Start date, end date, days remaining 
  • Comparison, DoD, WoW, MoM, QoQ, YoY
  • Date range, day, week, month, quarter, year

Customizable, dynamic reporting

  • Weekly wrap-ups, including screenshots
  • Post-campaign performance reports
  • Campaign insight reports
  • Detailed reporting is available for enterprise level campaigns

OTT Advertising

Ad-free SVOD and ad-supported AVOD make up the OTT advertising landscape, consisting of viewers who don’t mind seeing ads if there is an appropriate value exchange.
Source: IAB, December 2019, OTT Streaming Video Playbook for Advanced Marketers
• 62% don’t mind seeing ads if they aren’t paying anything for the content.
• 54% don’t mind ads if they get to watch the content they want.
• 50% don’t mind ads if they are paying a reduced fee.
• 47% said that ads can be useful or enjoyable.
• 72% of OTT consumers recalled seeing an ad and 40% of those reported having paused the programming to purchase or learn more about a product mentioned in an ad.
• +304% higher engagement rate with big screen OTT streaming video compared to video viewed on desktop or mobile.
Source: IAB, December 2019, OTT Streaming Video Playbook for Advanced Marketers

Choosing a Programmatic Agency

SEO Design Chicago is a programmatic advertising agency that offers the best of the best when it comes to your programmatic ad buys. Our team is composed of marketing professionals that have been making programmatic ad buys and other media buys for over a decade!

SEO Design Chicago is one of the best programmatic ad buying companies you can work with to increase your conversions and lower your cost per acquisition. Learn how about how our team can create cutting-edge programmatic content for your brand or marketing team.

If you need Programmatic Advertising options, you want to make sure that you’re working with people who have the experience to do it correctly. Work with SEO Design Chicago to learn how we can make your programmatic ad purchases efficient and successful.

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