5 Things You Can Only Do With Programmatic Display
In this month’s article, we share five awesome things that you can only do with Programmatic Display.
Let’s jump in.
#1 Site Buys
New York Times, BBC, Buzzfeed or ESPN all make available the ad slots on their sites to be bought by advertisers. Getting your brand onto the homepages of the top publishers in the world for relatively low cost. These can only be bought via programmatic display.
#2 TV ads
In recent times, the introduction of smart TV’s and over-the-top (OTT) boxes has meant that ads could be placed on people’s TV’s digitally. Placing ads on TV menus is known as Connected TV and allows you to get your brand in front of an audience in a totally different mindset. In January of 2019, Google have taken this a step further. Working with a partner, they have built the infrastructure to place digitally bought video ads in between linear TV that you might be watching at home. Instead of having to go through the rigmarole of TV agencies and booking, rate negotiation etc, it will soon be possible to upload your video and buy ad spots in between live television.
#3 True A/B testing
Understanding what works and what doesn’t is an important ongoing test for all brands because it helps us learn who your customers are and what they respond to best. To do this, we need to show our ads to two distinct groups with little to no contamination. This means we need a tool that knows if it shows one variable to a user that that user doesn’t see our other variable. Only in display do we have the tools to do this effectively and at significant scale.
#4 Interactive Creative
Standing out from the crowd is incredibly important for differentiating your brand from the rest. In Display, we have a plethora of options to do this. One of the best ways to do this is interactive creative. Interactive ads might have moving carousels within the unit (great if you have multiple products) or swipe functionality or parallaxing – the customisation is limitless. This level of differentiation changes how prospects see your brand and that creates attention and therefore interest – exactly what we’re looking to do and only available on programmatic display.
#5 Viewability
Making sure your ad is actually visible to the user your paying to show it to is extremely important. In recent times, entire campaigns have been measured on their viewability score. Being able to not only measure how viewable your campaign is but most importantly, buy inventory and optimise towards viewability is the only way to ensure the ads for your brand are actually being seen.