A Complete Guide to Programmatic Display Ads
At Awarity, we make Programmatic Display Advertising simple and give you the knowledge you need to succeed. Programmatic display ads are an incredible digital marketing strategy that can benefit many businesses in a wide range of industries, eCommerce and service-based businesses alike.
Let’s review the basics of programmatic display, from the different types of ads, to ways programmatic display ads can benefit your business, to different platforms they can be run through and how Awarity can help guide your business into achieving success with programmatic display ads.
Programmatic display advertising is an automated, data-driven approach to buying and optimizing digital ad space in real-time. This method relies on algorithms and machine learning to make split-second decisions about which ads to show, to whom, and at what price. Unlike traditional ad buying, programmatic advertising streamlines the process, offering unparalleled efficiency and precision in targeting specific audiences across various online platforms.
Real-Time Bidding (RTB): In RTB, advertisers bid on ad space in real-time, and the highest bidder's ad is displayed to the targeted user. This process occurs within the milliseconds it takes for a webpage to load.
Private Marketplace (PMP): PMP involves a direct deal between advertisers and publishers, where ad inventory is not open to the public. This allows for more control over the ad placements and ensures premium visibility.
Programmatic Direct: This method involves the direct buying of ad space from publishers, bypassing the auction process. It provides more control over ad placements but sacrifices some of the real-time optimizations.
Banner ad prices are available in several different pricing models, and some providers and platforms will have custom packages, offerings, or subscriptions to choose from. However, these are a few of the common ways that banner ad prices are determined.
CPM (Cost per Thousand Impressions): This model charges your for every thousands impressions your ad receives or how many times your ad is viewed.
CPC (Cost per Click): This price model charges you for every click your ad receives.
CPA (Cost per Action): This price model charges you for every action a user takes, such as filling out a form or making a purchase.
Other providers develop unique pricing models that are suited to help your reach your goals or get the most impact from your budget. Before you determine a provider or platform to use, it's important to understand your goals and the options for banner ad price models.
Both franchisors and franchisees can see many benefits from partnering with a franchise advertising agency. Here are some of the benefits that your brand could see:
Strategic Planning: Franchise advertising agencies can help you ensure your approach is consistent throughout all your channels. They can also assist with determining your target audience, choosing the right forms of media, setting budgets, and more.
Branding: Many agencies can also help create logos, websites, and marketing materials that maintain a consistent brand identity.
Franchisee Adoption: Depending on the plans you’re implementing, some agencies can help you implement local strategies for each location, working with the franchisees.
Real-Time Bidding (RTB): In RTB, advertisers bid on ad space in real-time, and the highest bidder's ad is displayed to the targeted user. This process occurs within the milliseconds it takes for a webpage to load.
Private Marketplace (PMP): PMP involves a direct deal between advertisers and publishers, where ad inventory is not open to the public. This allows for more control over the ad placements and ensures premium visibility.
Programmatic Direct: This method involves the direct buying of ad space from publishers, bypassing the auction process. It provides more control over ad placements but sacrifices some of the real-time optimizations.
When it comes to OTT (Over-The-Top) advertising, there are several distinct types of ads, each offering unique opportunities to engage with your target audience. These ad formats can be customized to suit your specific campaign objectives, ensuring that your message is delivered effectively. Let's delve deeper into the various types of OTT ads:
Pre-Roll Ads: Pre-roll ads are short video clips that appear before the content the viewer intends to watch. They are typically non-skippable and serve as a way to capture the viewer's attention right from the start. These ads are ideal for creating brand awareness and setting the tone for your message.
Mid-Roll Ads: Mid-roll ads are inserted into the content at a natural break point, such as during a scene change or between episodes in a series. They are generally more immersive and allow for longer and more engaging ad content. Mid-roll ads are effective in keeping viewers engaged while providing a less interruptive experience.
Post-Roll Ads: Post-roll ads are displayed at the end of the video content. They are often used for delivering call-to-action messages or providing viewers with a next step, such as visiting a website or making a purchase. Post-roll ads can be a valuable tool for driving conversions.
Interactive Ads: Interactive ads are designed to engage viewers in a two-way conversation. These ads often include features like clickable buttons, quizzes, or mini-games, encouraging viewers to interact with the ad content. Interactive ads can boost engagement and are excellent forcollecting valuable data.
At Awarity, we can help you learn more about OTT ad formats. If you’re interested in seeing some examples of OTT ads, schedule a meeting with us to see samples of our virtual commercial production.
Precision Targeting: Programmatic advertising enables businesses to target specific demographics, interests, and behaviors with unprecedented precision, ensuring that ads reach the most relevant audience.
Real-Time Optimization: The ability to make split-second decisions based on user data allows for continuous optimization, ensuring that ads are served at the right time and to the right people.
Cost Efficiency: Programmatic buying optimizes ad spend by eliminating wasted impressions. Efficient targeting means that advertisers are able to reduce spend by reaching only relevant audiences. Additionally, Programmatic Display offers a lower CPM than other awareness advertising methods.
Enhanced Data Insights: The wealth of data generated by programmatic campaigns provides valuable insights into audience behavior, allowing for more informed decision-making and future campaign optimization.
At Awarity, we can help you learn more about how Programmatic Display Ads can benefit your business. If you’re interested in learning more, schedule a meeting with us to see samples of our virtual commercial production.
Define Clear Objectives: Clearly outline your campaign objectives, whether it's brand awareness, lead generation, or conversions. This will guide your strategy and measurement metrics.
Dynamic Creatives: Leverage dynamic creative optimization to tailor ad content based on user demographics or geographic location, ensuring more personalized and engaging ad experiences.
A/B Testing: Conduct A/B testing on different ad creatives, messages, and targeting parameters to identify what resonates best with your audience and continuously refine your strategy.
At Awarity, we stand as leaders in creating, designing, and executing impactful programmatic display ad campaigns. Our expertise ensures that your business harnesses the full potential of programmatic advertising, driving results that matter. Contact us today to elevate your digital advertising strategy and unlock the power of programmatic display ads with Awarity.
Enhanced Targeting: OTT advertising companies leverage advanced targeting technologies to help businesses reach their target audience. They can target users based on their interests, location, demographics, and more. This level of precision ensures that businesses are only spending their advertising budget on people who are most likely to become customers.
Influence: Moreover, OTT advertising enables companies to influence their audience in a more personalized and engaging manner. With a variety of interactive ad formats, creative storytelling, and the ability to tailor messages based on viewer data, an OTT advertising company can create immersive experiences that resonate with your target audience, fostering a deeper connection and positive brand perception.The dynamic nature of OTT platforms allows for flexibility in adjusting strategies to align with evolving market trends and viewer behaviors, ensuring your brand remains influential and adaptive in the digital landscape.
Brand Awareness: Brand awareness is another area where OTT advertising excels, and a skilled OTT advertising company can craft compelling campaigns that elevate your brand in the minds of consumers. Through strategically placed ads on popular OTT platforms, your brand gains visibility among a wide audience, fostering recognition and recall that extends beyond traditional advertising channels.
At Awarity, we can help you learn more about OTT ad formats. If you’re interested in seeing some examples of OTT ads, schedule a meeting with us to see samples of our virtual commercial production.
Understand Your Audience: Invest time in researching and understanding your target audience's preferences, behavior, and demographics. This knowledge will help you create content that resonates with them.
Leverage Data: Use viewer data, such as location, device, and content consumption habits to create highly targeted campaigns. This allows you to reach the right people at the right time with the right message.
Quality Matters: Ensure your ad content is of high quality, visually appealing, and relevant to the viewer. Consider working with professional videographers and designers to create compelling content.
Short and Impactful: Keep your ad content concise and to the point, especially for pre-roll and bumper ads. A memorable message in a short time can make a lasting impression.
Match Ad Format to Viewer Behavior: Tailor your ad formats to viewer preferences and the content they're watching. For example, longer ads may be more suitable for mid-roll placements in episodic content.
Avoid Ad Fatigue: Rotate your ads and use frequency capping to prevent viewers from seeing the same ad too often, which can lead to ad fatigue.
Seamless Transition: Ensure that the transition from the ad to your landing page or website is seamless. The landing page should continue the story or message presented in the ad.
Clear Calls to Action: Make your calls to action (CTAs) clear and compelling. Use actionable language and provide viewers with a reason to take the desired action, whether it's making a purchase or signing up for a newsletter.
Engage with Viewers: If using interactive ad formats, make the interactive elements relevant to the ad and viewer. Create experiences that encourage participation and provide value to the viewer.
Collect Data: Interactive ads can be a valuable source of data. Use this data to better understand viewer preferences and behavior.
Branding Consistency: Maintain a consistent brand identity across different devices and platforms. This helps in brand recognition and trust-building.
Multi-Device Optimization: Ensure that your ads are optimized for various devices, including smart TVs, mobile devices, and computers.
Real-time Monitoring: Keep a close eye on campaign performance in real time. Be prepared to adjust your campaigns based on immediate feedback.
Data-Driven Decisions: Use analytics and performance data to make informed decisions. Optimize your campaigns based on what works best, whether that means adjusting ad frequency, targeting parameters, or creative elements.
Adhere to Privacy Laws: Stay compliant with data privacy regulations such as GDPR and CCPA. Ensure that your data collection and usage practices are in line with legal requirements.
Start Small: When beginning with OTT Advertising, consider starting with a smaller budget to test your campaigns. Learn from the results and gradually scale up your efforts as you gain insights and confidence in your strategies.
Consider partnering with an experienced OTT Advertising agency like Awarity that can provide guidance, support, and access to tools and technologies to help you achieve your campaign objectives.
If you’d like to learn more about how Awarity’s industry-leading technology delivers successful OTT ads, please request a demo to learn more about our platform.