What is Programmitc Ad Buying?
Automation is the name of the came as far as the advertising industry is concerned. There are plenty of advertisers who today realize the effectiveness of digital advertising that can be had without even speaking to any humans at all. Of courses will include all online ads for sure, but television and print ads may not be too far behind. This automated form of advertising is called programmatic ad buying and in many cases it to be much more efficient and effective as long as the correct data is introduced into the equation.
The Demand is Growing Very Fast
Retailers are quickly finding out that even though this is a new and emerging technology, it looks like the thing for the future as far as advertising goes. At this point this type of and procurement is set to create a $14.8 billion niche out of a 58.6 billion advertising sector already. In 2014 at the very beginning of this technology the piece of pie for this method was only $9.9 billion.
How Does The Programmatic Ad Buying System Actually Work?
The way this automated system works is to have buyers of advertising buy into as across a web and then evaluation occurs on a continual basis in search of the perfect demographics available for that company’s product. All the metrics are there but the proper was have to be assigned to the ad and its response in accordance with segments of audiences, geographic information, the time of day, and what publishers are bringing in the most response.
Where Does This Philosophy Stand Right Now?
According to Masters International, this form of the ad purchasing is the fastest growing section of the ad spending at the end of 2014 in a mother to possibly 50% of all had expenditures, and it is growing fast. Of course one of the areas where the explosion is occurring is with social media such as Facebook, Twitter, and Linkedin. These social media giants have mountains of data already stored which makes it easy for the metrics and demographics to fit together beautifully and seamlessly. It is estimated that should social media directives will overtake are all the competition, with the possible exception of Google.
One huge reason that a Programmatic approach makes so much sense is that the direction and volume of the ads can be changed on a moment’s notice as the demographics change in real time. It can also measure that the ability, how long the as are viewed and with the response rates are which is what advertises really want to know.
What Is In The Near Future?
At first glance it would appear that the larger advertisers in the print and television world would have a distinct advantage but that is not always going to be true. Larger companies and advertisers also have more data than smaller to medium sized companies. If this data is not handled and stored properly, the sheer amount of data can get in the way. Smaller to medium advertisers may have an advantage in that they can be quicker “on to draw” compared their larger competitors.
Overall, this new form of placing and tweaking ads in real time will be the wave of the future and those who don’t take part will be left in the dust of those who do.