Programmatic ads are here to make your life easier with a time-saving factor, but there’s more to it. So, if you’re still looking for inspiration through programmatic advertising examples, here you go.
These ads automate your process and help you analyse your campaign performance for better results. Explore with us about these programmatic display ads & more.
Programmatic Advertising
Programmatic advertising can be defined as the practice of automating media buying and curating digital ads using marketing technologies and algorithms. The audience receives relevant ad impressions through automated steps in under one second.
In simpler terms, it leverages advanced advertising technology to efficiently purchase and sell digital ads. The automated process used for this advertising includes parameters as per the advertiser. So, the purchasing of digital ad inventory along the mobile, apps, video, web, and social media all takes place within the automated process.
It also utilizes workflow automation and machine learning algorithms to deliver the most efficient ads to audiences based on various factors, such as shopping patterns and others. This programmatic ad buying occurs when a consumer clicks on a publisher’s website. Then, the publisher auctions off the ad impressions via header bidding and one or more SSPs.
Afterward, the DSP bids on behalf of the advertiser for that impression, taking into account the campaign’s strategies, budgeting, creative sizes, and other relevant factors. Upon which the publisher automatically offers impressions to the winning bidder—the advertiser/DSP providing the highest CPM (cost per mille, or the cost per one thousand advertising impressions). This ad will then be instantly showcased on the website, allowing you to learn more about us as we explore some of the programmatic advertising examples.
Types of Programmatic Advertising
Different types of programmatic ads depend on the ad space, the purchase and selling, ranging from open auctions to direct deals between publishers and advertisers. Check out the types below:
1. Open Marketplaces
RTB is the common term used for open marketplaces, and it is one of the types in which bids are made for ad space and impressions.
2. Preferred Deals
It is a type where advertising is given through a combined collaboration between ad sellers and publishers on impressions and placement. These are also priority placements.
3. Private Marketplaces
Private marketplaces rely on invitations, and advertisers typically place their ads only after receiving placement options from publishers.
4. Programmatic Guaranteed
This type of programmatic advertising guarantees a certain number of impressions for your ads. Moreover, it is listed manually, not through bidding.
Programmatic Ads Examples
From curating data-driven decisions to enhancing ad revenue, programmatic advertising examples are here to set a new standard for you and your brand. So, explore with us some of the top examples:
The Economist
The Economist, the business magazine, tapped into intellectually curious readers by targeting the right audience. They then proceeded to target ads on topics specific to each audience segment.
Now, how did the Economist do this step-wise advertising?
- They utilized the programmatic digital display ads to target a variable audience of approximately 650,000 individuals.
- As their main mission was to land on the right audience by being in the right place, along with relevant content. So, they place the ads immediately next to articles with similar topics, which were already handy reading for their target audience.
- They utilized £1.2 million to reach 6,50,000 potential individuals, while the ROI of the ad campaign was 10:1.
Highlights of this programmatic advertising example:
- Engage with your target audience on platforms that they are already part of.
- They provide brands with a way to find lost audience segments.
- Additionally, evaluating content to determine which ones resonate best with your target audience.
Also Read: What is Marketing ROI? Understanding Return on Investment in Campaigns
Programmatic marketing emerged on Google in 2014, focusing on the Google Search App to enhance the effectiveness of ad campaigns. Google utilized both first- and third-party data to target relevant consumers.
It also optimizes ad campaigns in real-time while recycling data to enhance the ad campaign strategy. The Google Search App campaign has been a grand success, so read the pointers to know more about it:
- Google saw a 50% boost in its brand recognition.
- A 30% increase in customers was observed, which was over three times.
- A 30% lower CPM was recorded compared to last year.
Kellogg’s
Programmatic ads have been utilized by Kellogg’s to enhance the frequency and awareness of their brand message, ultimately increasing their offline sales. These ads are effective because they are hyper-targeted and designed to inspire audiences and deliver results.
Kellogg’s, with this ad campaign, has been driving great results, as listed below:
- There has been a 70% boost in the viewability rates.
- The brand also saw a 2- to 3-fold increase in precise audience targeting.
Turner Sports
Turner Sports has effectively utilized programmatic ads to support the National Basketball Association’s Season Tip-Off events held in 2016.
The first mission to identify the target audience was accomplished through the analysis of data from previous Google Ads campaigns, followed by an examination of the audience data. The Google Marketing Platform was utilized to identify audience segments for retargeting.
The brand also utilized a programmatic video ad campaign, which garnered around 6 million views across the United States. These videos weren’t generic; rather, they were real-time videos of athletes and fans from nationwide tip-off events.
So, the main highlights of these programmatic advertising examples are mentioned below:
- These ads have attracted businesses, bringing in the target audience. They have enhanced brand awareness and tracked growth in the sports fan community.
- Around 17% of growth in ad recall and 7% in brand recognition for “NBA on TNT.”
Conclusion
With the ability to utilize first-party data and reach a large-scale audience, your brand should consider implementing programmatic ads in its marketing strategies.
Therefore, with these ads, you can be assured of the efficiency of your spending. They drive meaningful engagement and increase return on investment, so make the most of them.
FAQs
1. What are the best programmatic ad platforms?
Some of the best programmatic ad platforms are SmartyAds, Xandr, Adobe Advertising Cloud, The Trade Desk, and others.
2. Is Amazon Ads a DSP?
Amazon DSP gives you a way to buy programmatic ads.
3. Is Spotify a DSP?
Spotify, along with others such as Apple Music, Amazon Music, YouTube, and more, are DSPs that allow you to stream or sell downloaded videos and music.
4. What is programmatic marketing?
It is the automated buying and selling of digital ad space using software & algorithms.
5. What is a media buying programmatic?
It leverages data insights and algorithms to deliver ads to the right user at the optimal time and place.
