#Display & Programmatic Advertising

[iasmedia]

Boost your ROI with IAS Media, a top programmatic advertising company and agency in the UAE, Saudi Arabia, Dubai, Qatar, Kuwait, Bahrain, and the Middle East. We deliver cutting-edge programmatic advertising services across premium programmatic advertising platforms, driving results with data-driven display, audio, video, and TV campaigns tailored for success.

[360digitalidea123]

Programmatic Advertising Agency | 360 Digital Idea

At 360 Digital Idea, we are a leading programmatic advertising agency, offering cutting-edge solutions that help businesses scale their digital advertising efforts. As an expert programmatic ad agency, we leverage advanced data-driven strategies and real-time bidding to target the right audience at the right time. Our team specializes in programmatic display ads, video ads, native advertising, and cross-channel programmatic campaigns, ensuring comprehensive reach across multiple platforms including social media, search engines, and third-party websites. By utilizing programmatic ad buying, we optimize ad spend efficiency, increase conversion rates, and maximize ROI for our clients.

Whether you're a small business or an enterprise-level brand, our tailored programmatic advertising solutions are designed to deliver measurable results. With access to advanced targeting, dynamic creative optimization, and analytics tools, we provide highly personalized advertising campaigns that resonate with your audience. Let 360 Digital Idea be your trusted partner in achieving marketing success through innovative programmatic advertising strategies that drive business growth.

[sheryasharmak1]

Elevating Your Digital Marketing with Expert PPC Campaign Management Services

In the ever-evolving landscape of digital marketing, the power of Pay-Per-Click (PPC) advertising shines brightly as a beacon for businesses aiming to enhance their online visibility and drive more targeted traffic to their websites. This form of advertising, where businesses pay a fee each time one of their ads is clicked, presents a golden opportunity to appear in front of potential customers precisely when they're searching for related services or products. However, the true essence of a successful PPC campaign lies not just in its execution but in its strategic management. This is where PPC campaign management services step in, bridging the gap between potential and success.

The Importance of PPC in Digital Marketing

PPC advertising is more than just an advertising channel; it's a strategic tool that offers immediacy and precision in reaching target audiences. Unlike traditional SEO strategies that take time to yield results, PPC campaigns can generate immediate traffic and offer quick insights into market behavior. However, navigating the complexities of PPC campaigns requires a blend of strategic insight, analytical skills, and ongoing optimization, underscoring the significance of PPC campaign management services. These services ensure that every dollar you spend is an investment toward achieving your business objectives, making efficiency and effectiveness the hallmarks of your digital marketing efforts.

Choosing the Right PPC Campaign Management Service

The marketplace is teeming with agencies and firms offering PPC campaign management services, but choosing the right partner is pivotal. A proficient service provider understands the nuances of different PPC platforms, whether Google Ads, Bing Ads, or social media advertising platforms like Facebook and LinkedIn. They bring to the table a deep understanding of keyword research, ad copywriting, bid management, and conversion optimization, ensuring your campaigns are not just seen but also resonate with your target audience. The right service will work as an extension of your marketing team, fully aligned with your business's goals and values.

Key Components of Effective PPC Campaign Management

Effective PPC campaign management services delve into the heart of your business objectives, tailoring campaigns that speak directly to your target audience. They start with comprehensive keyword research, identifying the terms and phrases your customers are using to search for your products or services. This step is critical in ensuring your ads appear for the right searches.

Ad copy optimization is another crucial component, where the focus is on creating compelling ad texts that attract clicks. This involves A/B testing different headlines, descriptions, and calls to action to determine what works best.

Bid management is about finding the sweet spot where you're paying enough to get your ads seen but not overpaying for clicks. Expert PPC campaign management services use sophisticated algorithms and historical data to adjust bids in real time, maximizing your return on investment.

Lastly, conversion tracking and analytics are what turn data into insights. By understanding which ads, keywords, and landing pages are driving conversions, PPC managers can continually refine and optimize campaigns for better performance.

The Benefits of Leveraging PPC Campaign Management Services

The complexities of PPC management can be daunting, especially for businesses with limited digital marketing resources. By partnering with a specialized service, you gain access to expertise and technologies that can transform your PPC campaigns from an expense into a strategic investment. These services can significantly reduce wasted spend by targeting only the most relevant audiences and optimizing your campaigns for conversions, not just clicks.

Moreover, PPC campaign management services stay abreast of the latest trends, platform updates, and best practices, ensuring your campaigns leverage cutting-edge strategies. This proactive approach to campaign management can be the difference between staying ahead of the competition and playing catch-up.

Success Stories: PPC Campaign Transformations

Real-world success stories underscore the transformative power of expert PPC campaign management services. Businesses across various industries, from e-commerce to B2B services, have seen significant improvements in their campaign performance, achieving higher conversion rates, lower cost per acquisition, and improved ROI. These success stories not only serve as testimonials to the efficacy of professional PPC management but also offer insights and inspiration for businesses still on the fence about investing in these services.

How to Get Started with a PPC Management Service

Embarking on the journey with a PPC campaign management service begins with a comprehensive audit of your current digital marketing efforts and identifying your specific goals. This initial assessment helps tailor a strategy that aligns with your business objectives. From there, setting up and launching your campaigns is handled by experts, allowing you to focus on your business while your digital marketing works harder for you.

Conclusion

In the digital age, where visibility and engagement are the currencies of success, PPC campaign management services offer a strategic advantage. They enable businesses to navigate the complexities of PPC advertising, ensuring that every campaign is not just a shot in the dark but a calculated step towards achieving marketing objectives.

[icubeswiretechnologies]

iCubesWire: Transformative Programmatic Advertising Solutions for Brands

Experience the Future of Advertising with iCubesWire! Dive into the dynamic world of programmatic advertising, where creativity meets technology. Our powerful programmatic advertising platforms redefine digital marketing, delivering engaging programmatic ads, captivating display campaigns, and compelling video ads. Let your brand shine brightly, attracting the right audience and boosting conversions. Elevate your advertising game with iCubesWire!

[programmatic-marketing-hub]

Back to The Future with Programmatic Digital Display Advertising 

Marketers are shifting their ad budget to digital mediums for a reason: the Global Programmatic Display Advertising Market is expected to reach $2772.7 billion by 2028, with a 31.9% annual growth rate.

But what exactly is programmatic display advertising, and why is it transforming the digital advertising landscape? Let's explore!

What Is Programmatic Digital Display Advertising?

In the world of digital advertising, programmatic display advertising is a game-changer. It employs automated tools for real-time bidding, allowing businesses to buy and sell desktop displays, video, and mobile ads. This innovative approach brings a slew of benefits.

Factors Driving Market Growth

The growth of programmatic display advertising can be credited to the rapid increase in the number of smart device users, who now have access to the Internet 24/7. While previously the primary point of interaction between consumers and brands was through advertisements on traditional television, now consumers dialogue with brands on a regular basis through their smart devices. This shift in consumer behavior makes it imperative to understand the consumers precisely before having them engage with display ads on smart devices.

The step to digitalize is now being taken by several industries, which is also a significant contributor to the growth of programmatic display advertising. As more businesses embrace digital tools to share data, the foundation for programmatic advertising's expansion grows stronger and more pronounced. Industries such as construction, healthcare, and more are capitalizing on digital marketing strategies.

Factors Challenging the Progression of Programmatic Digital Display Advertising

Before adopting programmatic digital display advertising, one must understand the challenges this mode of marketing is often riddled with. The key to a successful campaign lies in understanding the following hurdles.

Resistance to Technological Adoption

While technology advances at a maddening rate, there are still some fractions of the population who have not taken to these advancements. The same applies to a certain section of advertisers and marketers who are not ready to embrace new technological tools. This reluctance could be attributed to concerns about the learning curve and the cost associated with adopting these technologies. Overcoming this resistance is crucial to unlocking the full potential of programmatic advertising.

Regional Disparities in Smart Device Adoption

Since the success of programmatic display advertising heavily depends on reaching the target consumer base through smart devices, it indirectly also depends on how many of these consumers have smart devices. However, smart device adoption varies across regions, with some areas lagging behind. In regions where smart device adoption is limited, the reach and effectiveness of programmatic advertising are constrained. Addressing this challenge involves promoting smart device adoption in these regions.

Human Resource Management Costs

In industries heavily reliant on programmatic advertising, high turnover rates can lead to increased human resource management costs. Employee turnover disrupts long-term strategies, impacting campaign consistency. To mitigate this challenge, businesses must implement effective personnel retention strategies and invest in professional development programs.

The Variety in Programmatic Digital Display Advertising

Types of Programmatic Advertising

There are three categories types of programmatic advertising: private marketplaces, real-time bidding, and automated guaranteed. Private marketplaces are on the rise because they bridge the gap between traditional direct sales and programmatic advertising. They offer advertisers the benefits of the open market while ensuring high ad quality.

Verticals and Programmatic Advertising

Various brands are embracing programmatic display advertising. In 2021, programmatic advertising in the IT & telecom sector got a big boost. The flexibility and scalability of programmatic digital out-of-home (DOOH) advertising have made it easier for telecom operators to effectively engage with their audiences. Through audience data and targeting, telecom marketing has become more relevant and measurable, resulting in more effective campaigns.

Regional Insights

In terms of regional growth, North America is leading the programmatic display advertising market. The presence of major advertising solution providers in the region has driven the demand for programmatic advertising technology.

Market Leaders

Google LLC stands as the industry leader in programmatic display advertising. Alongside Google, other key innovators in the field include Verizon Communications, Inc., Samsung Electronics Co., Ltd., and LG Electronics.

Using Programmatic Digital Display Advertising

Now that you know the nitty-gritty of programmatic digital display advertising, let’s understand how we can put this knowledge into practice. One of the best ways to leverage all the benefits of programmatic digital display advertising is retargeting.

How?

Digital marketing is a powerful tool, but without an effective retargeting strategy, it can quickly become a waste of money. The key to launching marketing campaigns that deliver a consistent return on investment (ROI) is to retarget users who did not initially convert.

For example, in your first ad campaign, you may have targeted your audience on desktop devices. But in the retargeting phase, you can modify your strategy a bit and make them available on mobile devices or connected TVs. This flexibility makes programmatic advertising more attractive and profitable for advertisers, ad networks, and ad exchanges.

Here’s how to get the most out of retargeting!

Push Your Best Services First

Start by analyzing your product and service offerings to identify the best sellers that generate the most revenue. Once you identify these, incorporate them into your remarketing and advertising campaigns.

Explore New Programmatic Channels

Before setting up a retargeting campaign, look for new channels where your target audience is more active. Expand your reach by launching campaigns along these lines.

Incentivize with a discount

Engaging art engages the audience. This may involve offering discounts, using an attractive advertising strategy, or offering other incentives to increase conversion rates.

Experiment with Ad Formats

Experiment with ads to optimize your campaigns. Make incremental changes like changing the position of your call to action (CTA), tweaking graphics, or optimizing a billboard, and see what combinations best resonate with your audience.

Tailor Creatives to the Channel

When launching campaigns across multiple channels such as mobile, make sure your creative assets are sized appropriately to provide a seamless and highly variable programmatic advertising experience.

Optimize Ad Frequency

Find the sweet spot of ad frequency and make sure you don’t overwhelm users with too many ads. Balance is essential to staying engaged.

Apply these strategies and see your campaign shine! Still need help? Reach out to experts or agencies like 9MediaOnline, where we are ready to extend a helping hand to your programmatic endeavors.

[unboundb2b]

Ignite Your Marketing Potential in 2023 with Programmatic Advertising! 🔥

Ready to unleash the full potential of your marketing efforts? Our "Beginner’s Guide to Programmatic Advertising in 2023" is your roadmap to success.

Dive into the world of data-driven strategies and stay ahead of the competition!

[mariacallous]

A federal judge ruled today that Google is a monopolist in some parts of the online advertising market, marking the second case in a year where the company was found to have violated US antitrust law. Last August, a federal judge ruled that Google was maintaining an illegal monopoly in search.

Judge Leonie Brinkema of the US District Court for the Eastern District of Virginia determined that Google illegally monopolized parts of its advertising technology business to dominate the programmatic ad market, a major source of revenue for the company. Google generated nearly $30.4 billion in worldwide revenue last year from placing ads on other apps and websites. Now, a substantial portion of those sales are threatened by penalties that may follow Brinkema’s ruling. A best-case scenario for US consumers is a browsing experience filled with fewer ads and paywalls and more content choices.

“In addition to depriving rivals of the ability to compete, [Google’s] exclusionary conduct substantially harmed Google’s publisher customers, the competitive process, and, ultimately, consumers of information on the open web,” Brinkema wrote.

Google was found to have violated Section 2 of the Sherman Act, the cornerstone antitrust law in the US, “by willfully acquiring and maintaining monopoly power in the open-web display publisher ad server market and the open-web display ad exchange market, and has unlawfully tied its publisher ad server (DFP) and ad exchange (AdX).” In other words, the way that Google tied parts of its ad tech together was deemed unlawful.

Online ads end up in front of consumers after passing through a chain of systems linking publishers to advertisers. Google has long been viewed as a dominant provider of tools at nearly every step in this process, which critics argue enables the company to give preferential treatment to its own systems and box out competitors. Some of Google’s offerings came through acquisitions, like the purchase of DoubleClick in 2007.

But Brinkema rejected the Justice Department’s allegation that Google illegally monopolized the market for some tools used by advertisers to buy ads, claiming the government’s definition of the market was too narrow and ill-defined. As a result, Google was not determined to be a monopolist as it relates to ad-buying tools, but it was deemed to be one in the market for publisher tools to sell advertising space.

The company is leaning into the fact that not all of the plaintiff’s claims stand up in court. Google’s vice president of regulatory affairs, Lee-Anne Mulholland, put out a statement on X stating that Google won “half the case” and that the company plans to appeal the other half.

“The Court found that our advertiser tools and our acquisitions, such as DoubleClick, don’t harm competition. We disagree with the Court’s decision regarding our publisher tools. Publishers have many options and they choose Google because our ad tech tools are simple, affordable and effective,” Mulholland said.

The ad tech suit was first filed in January 2023 by the Department of Justice and eight states, which alleged that Google had illegally squashed competition in the advertising market by acting as a powerful middleman in the ad business and taking a large cut of advertising revenue in the process. Google has argued that there’s plenty of competition in the online advertising market. The case went to trial last September, and closing arguments were delivered in November.

The Department of Justice did not immediately respond to a request for comment on the ruling. Jonathan Kanter, an attorney who oversaw the trial while at the department, wrote on X that Thursday’s ruling “is a huge victory for antitrust enforcement, the media industry, and the free and open internet.”

Last August, a district judge for the District of Columbia, Amit Mehta, ruled that Google has maintained an illegal monopoly both in general search and general search text ads. The Justice Department has proposed that Google should be ordered to “promptly and fully divest” its Chrome web browser, and also stop paying partners, such as Apple, for preferential treatment on its iPhones. Google is fighting the proposals, and a trial for Mehta to reach a final remedy is scheduled to begin on Monday.

Brinkema has asked Google and the Justice Department to now propose a schedule for determining remedies in the ad tech case. The company could be ordered to sell off its ad tools for publishers as a result of this process.

[elementramarketing]

Fuel Your Growth with Performance Marketing

Turn clicks into customers with laser-focused strategies and real-time results.

Introduction: Marketing That Delivers, Not Just Promises

In today’s fast-paced digital landscape, businesses no longer have the luxury of spending blindly on ads and waiting for miracles. What they need is performance marketing—a results-driven approach that focuses on conversions, not just impressions. It's data-backed, ROI-focused, and scalable, making it the future of modern marketing.

🎯 What is Performance Marketing?

Performance marketing is a digital strategy where advertisers pay only for measurable results—be it clicks, leads, sales, or app installs. Unlike traditional branding methods, performance marketing demands proof. Every campaign is trackable, every rupee spent is accountable.

Key components include:

Pay-Per-Click (PPC) advertising

Affiliate marketing

Social media paid campaigns

Native and display ads

Retargeting & programmatic advertising

💡 Why Businesses Love Performance Marketing

Performance marketing offers powerful benefits for brands across industries:

✅ Cost-Effective – No upfront lump sums; pay only for outcomes ✅ Trackable & Transparent – Live dashboards show real-time performance ✅ Highly Targeted – Reach only your ideal audience with pinpoint accuracy ✅ Scalable – Start small, test, and grow based on results ✅ Optimized for ROI – Every ad is backed by metrics that matter

From startups to big brands, everyone wants results—and this strategy delivers.

📈 Lead Generation: The Lifeline of Sales

No leads = no business. Performance marketing supercharges your sales funnel with high-quality, intent-driven leads across platforms:

Google Search & Display Network

Meta (Facebook/Instagram) Ads

LinkedIn for B2B targeting

YouTube & OTT for awareness-based targeting

Landing pages with integrated lead capture forms

By using tools like A/B testing, heatmaps, and behavioral tracking, marketers ensure that visitors convert—not just click.

🔧 Tools & Techniques that Drive Results

The magic lies in optimization. A great campaign uses:

Advanced analytics (Google Analytics, Meta Pixel, UTM tracking)

Retargeting to re-engage bounced traffic

Conversion Rate Optimization (CRO) for better lead quality

Funnel building with precise customer journeys

AI and automation for budget control and ad performance

When campaigns are backed by smart data, results are not left to chance.

🧠 Who Should Use Performance Marketing?

E-commerce brands looking to scale sales

Startups wanting fast market penetration

Service-based businesses aiming for qualified leads

Real estate, education, fintech, and healthcare sectors for niche targeting

Agencies managing multiple client portfolios

🌟 Final Word: Measure More. Waste Less.

Marketing budgets are shrinking, but expectations are growing. Performance marketing strikes the perfect balance by focusing only on what works. It’s not about shouting louder—it’s about reaching smarter.

🔗 Ready to generate real leads and real growth?

Start your performance marketing journey today!

👉 [Click Here] to explore high-ROI digital strategies!

[adnanqadir452]

Digital Advertising Companies: Transforming Business Growth Online

In an increasingly digital world, businesses must have a robust online presence to stay competitive. From startups to global enterprises, brands are relying on digital advertising companies to reach their audiences, generate leads, and increase conversions. These companies play a vital role in helping businesses navigate the complex landscape of online marketing using data-driven strategies and targeted campaigns.

What Are Digital Advertising Companies?

Digital advertising companies are specialized agencies that use online platforms and tools to promote brands, products, or services. Their goal is to increase brand visibility, drive website traffic, and ultimately improve sales and ROI. They leverage platforms such as Google Ads, Facebook Ads, Instagram, YouTube, LinkedIn, and more.

These companies don’t just run ads—they research, plan, test, and optimize campaigns to ensure maximum performance based on business objectives.

Services Offered by Digital Advertising Companies

Search Engine Marketing (SEM)

Paid advertising on search engines (like Google and Bing) to show your ads when potential customers are actively searching for your services.

Social Media Advertising

Targeted ads on platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter), ideal for building brand awareness and engaging specific demographics.

Display & Banner Advertising

Visual ads placed on relevant websites across the web to increase brand recall and attract new visitors.

Video Advertising

Running ads on video platforms such as YouTube to connect with audiences through engaging video content.

Retargeting/Remarketing

Re-engaging users who have previously visited your website by showing them personalized ads across different platforms.

Programmatic Advertising

Using automated technology and AI to buy and place digital ads in real time for optimized performance and reach.

Benefits of Hiring a Digital Advertising Company

Expert Strategy Development: They understand which platforms, ad types, and formats work best for your goals.

Time & Cost Efficiency: Avoid trial-and-error by letting experts manage and optimize campaigns.

Access to Advanced Tools: They use premium tools for tracking, analytics, and audience insights.

Higher ROI: Better targeting and continuous optimization mean improved results with lower ad spend waste.

Why Choose Logelite Pvt. Ltd. as Your Digital Advertising Partner?

At Logelite Pvt. Ltd., we specialize in crafting high-performance digital ad campaigns that align with your brand goals. Our certified advertising experts help businesses grow through:

Strategic planning & audience targeting

A/B testing and real-time optimization

Transparent reporting and performance analysis

Comprehensive multi-channel ad management (Google, Meta, LinkedIn, etc.)

We focus on results—whether it’s lead generation, website traffic, or brand engagement. Our data-driven approach ensures every ad spend delivers maximum impact.

Conclusion

Digital advertising companies are crucial partners in today’s online marketplace. With the right strategy and execution, they help businesses expand their reach, attract new customers, and grow revenue. Whether you're looking to promote a product, build a brand, or boost sales, partnering with an experienced agency like Logelite Pvt. Ltd. is a smart investment.

[uptodigitalmarketingskill]

DIGITAL MARKETING

Digital Marketing Course Content

Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers, Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt Digital Marketing.  The Digital users in India, Digital marketing Strategy- Consumer Decision journey,

POEM Framework, Segmenting & Customizing messages, Digital advertising Market in India, Skills in Digital Marketing, Digital marketing Plan.  Terminology used in Digital Marketing, PPC and online marketing through social media, Social Media Marketing, SEO techniques, Keyword advertising, Google web-master and analytics overview, Affiliate Marketing, Email Marketing, Mobile marketing

Display adverting, Buying Models, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, Programmatic Digital Advertising.

Social Media Marketing

Fundamentals of Social Media Marketing& its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation.  Facebook Marketing: Facebook for Business, Facebook Insight, Different types of Ad formats, Setting up Facebook Advertising Account, Facebook audience & types, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags  LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content Strategy, LinkedIn analysis, Targeting, Ad Campaign  Twitter Marketing:- Basics, Building a content strategy, Twitter usage, Twitter Ads, Twitter ad campaigns, Twitter Analytics, Twitter Tools and tips for mangers. Instagram & Snapchat basics.

Search Engine Optimization

Introduction to SEO, How Search engine works, SEO Phases, History Of SEO, How SEO Works, What is Googlebot (Google Crawler), Types Of SEO technique, Keywords, Keyword Planner tools  On page Optimization, Technical Elements, HTML tags, Schema.org, RSS Feeds, Microsites, Yoast SEO Plug-in  Off page Optimization- About Off page optimization, Authority & hubs, Backlink, Blog Posts, Press Release, Forums, Unnatural links.  Social media Reach- Video Creation & Submission, Maintenance- SEO tactics, Google search Engine, Other Suggested tools

Advertising Tools & Its Optimization

Advertising & its importance, Digital Advertising, Different Digital Advertisement, Performance of Digital Advertising:- Process & players, Display Advertising Media, Digital metrics  Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting:- Contextual targeting, remarking, Demographics , Geographic & Language Targeting.  Display adverting, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, ROI measurement techniques, AdWords & Adsense.  YouTube Advertising:- YouTube Channels, YouTube Ads, Type of Videos, Buying Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display campaigns

Website Hosting Using Word Press

Website Planning & Development- Website, Types of Websites, Phases of website development, Keywords: Selection process  Domain & Web Hosting:- Domain, Types of Domain, Where to Buy Domain, Webhosting, How to buy Webhosting  Building Website using Word press-What is Word press, CMS, Post and Page  Word press Plug-ins- Different Plug-ins, social media Plug-ins, page builder plug-ins: the elementor, how to insert a section, how to insert logo, Google Micro sites

[newengen]

Holiday 2023 Outlook for Consumers and Marketers

Inflation has been on the decline for over a year, and in June it fell to 3% - the lowest rate recorded since March 2021. Coupled with this is a steady rise in consumer confidence, which in June hit a high not seen since early 2022. And even though these trends are a step in the right direction, economic uncertainty is still expected to play a large role in the purchasing decisions being made this holiday season. Price-conscious consumers will look to cut costs by shopping the sale section, using coupons, downsizing holiday celebrations, and simply buying fewer items. With so many brands competing for share of wallet, it won’t be enough to differentiate on price alone. Instead, brands should make a concerted effort to secure share of mind right now so that they are top of mind during the holidays and beyond.

At a high level, the best way to accomplish this is twofold. First, it’s critical to embrace an audience-first, channel-agnostic mindset so that you are reaching the right audience at the right time. Once you’ve found your audience, it’s important to meet them with strong messaging that is centered on brand value. In this article, we make the case for programmatic channels as effective marketing avenues for expanding brand reach and, ultimately, nurturing long-term brand favorability (i.e., when the holidays roll around).

Changing the Narrative on Programmatic Advertising

Let’s start with some housekeeping - when we talk about programmatic, we’re referring to a method for buying ads on specific channels, including Display, Video, Audio, and Digital Out of Home. Within each channel, there are myriad ways to target audiences based on interests, behaviors, device, location, and demographics.

“When you bring up programmatic to a performance marketer, you might see their eyes glaze over - they’re imagining annoying banner ads placed on low-quality inventory that don’t drive results,” says Erin Morningstar, Director of Strategy at New Engen. This attitude is pervasive and, according to Erin, informs the two primary reasons that brands are wary of investing in programmatic advertising: concerns about brand safety and equity, and limitations of measurement. These reservations are understandable, especially if you believe that programmatic is strictly used for generating brand awareness. But Erin explains that "programmatic is more than banner ads or dynamic product retargeting - it’s the turnkey option for accessing the wealth of ad inventory outside of walled gardens and paid search."

Teka Phan, Associate Director at New Engen, adds:

It’s important to understand that programmatic buying is performance buying. It powers actionable insights into how this media drives actions and conversions across the entire marketing funnel.

The reality of digital marketing in 2023 is that brands can’t successfully grow on the Meta-Google duopoly alone (the aforementioned walled gardens). Instead, it’s essential to meet your customers, both existing and prospective, where they are. This begs the question - where are they?

Media Consumption is Changing (Rapidly)

The channel landscape is more diverse than ever, and consumers are increasingly discovering brands through podcasts, in-app ads, and music streaming services. eMarketer predicts that, by 2024, 20% of all time spent consuming digital media will come from audio. What’s more, CTV already constitutes more than 25% of the time consumers spend with digital media, yet accounts for less than 10% of digital ad spending in the US. To put this in context, Meta receives roughly 20% of ad investment despite representing just 7.6% of all digital media consumption.

This is precisely why we, as an agency, believe that brands can win on channels like digital audio, CTV, and yes, even display. It’s true that direct-buying channels are often part of a mature media mix for many brands. But the benefit of embracing a programmatic-first approach is that it allows marketers to keep an eye on performance at scale while maintaining a direct buy approach for branding-first initiatives.

The Benefits of Investing in Programmatic

Thought leaders at New Engen have identified four primary benefits to investing in programmatic:

Control: Despite some preconceived notions, programmatic ad buying affords marketers tighter control over targeting, placements, and optimization. This level of control enables measurement testing in the form of geo holdouts, known audience split tests, and platform lift tools. Such exercises are critical to proving the value of channels outside of last-click.

Flexibility: Budgets can be seamlessly moved around across channels and publishers on a daily or even hourly basis. In contrast, brands buying directly from multiple publishers are beholden to more rigidity driven by campaign minimums and contract terms.

Value at Scale: Not only are CPMs generally cheaper when buying programmatically, but DSPs often provide access to a variety of inventory types, formats, and audiences - in turn, this variation powers the development of diverse, mature programs. The inventory is virtually endless and continuing to grow as more platforms and publishers open their inventory to exchanges.

Actionable Insights: By investing in programmatic activations, brands can quickly gather learnings about what kind of inventory and formats are driving performance. While this may not be a unique function of programmatic channels, it’s differentiated by actionability - “Many people see programmatic as an upper funnel, impression-buy only. The value is that we can measure action (conversions, traffic, etc.) and then act on it in real-time,” Teka explains.

How New Engen Clients Have Found Success With Programmatic

Programmatic buying has driven strong results for New Engen clients, with brands finding synergy between their programmatic programs and other marketing channels, including Paid Search and Social. Below are two New Engen case studies that exemplify the benefits of incorporating programmatic into your marketing mix.

Unlocking Incremental Site Traffic Through CTV

In Q4 of 2022, our client, an outdoor apparel brand, tasked us with driving incremental site traffic through new channels. We first identified CTV as their target audience's top digital destination, then we built three rich consumer segments: in-market for outdoor apparel gear, recent competitor site and store visitors, and recent outdoor equipment purchasers. Ads were served across a variety of CTV platforms like Roku, Hulu, Pluto TV, and the Discovery Channel, and optimized based on insights from real-time incrementality studies.

Under this approach, our exposed audience was 2.5X more likely to visit the brand’s site than our non-exposed audience. What’s more, we achieved a 1.9X lift in checkouts. In other words, the brand was able to reach and capitalize on a more qualified audience through its CTV initiative. To top it all off, we identified a previously under-served audience as a standout performer - a learning that is pivotal to refining the program downstream.

Proving the Revenue Impact of West Marine’s Digital Video Awareness Media

In order to validate the direct revenue impact of digital video awareness media, we designed an audience holdout test for our client, West Marine. We activated precision media buys across CTV and YouTube in Florida, a key growth market for the brand. The audience segments included prospecting, retargeting, and lapsed customers, and were compared against national performance.

By the end of the two-week period, the target audience delivered a 1.7X lift in online lapsed user transactions and a 4.6X lift in in-store transactions. Omnichannel ROAS also improved, and West Marine measured a 1.4X increase in year-over-year omnichannel revenue from new-to-file customers.

Programmatic Advertising Best Practices for Holiday 2023

Whether you're bought into programmatic after reading this or just curious to learn more, we want to leave you with our recommendation for what to do next. Here's what New Engen leaders say are the most important steps to successfully incorporate programmatic into your Holiday 2023 strategy:

First and foremost, set clear objectives

→ Identifying what you want to accomplish and learn from your programmatic initiative is the most important step, as this will inform how to design your program. Before you can drive awareness with a new segment or increase AOV within an existing one, you’ll need to understand your audience - then, you can tailor your channels, targeting, and creative parameters to their specific needs. Once you’re aligned on the plan, stick to it.

Set expectations with your team

→ Know that every channel should have its own goals and benchmarks. Don’t track your programmatic performance against your Paid Search campaigns, because these are inherently different channels and so are their outcomes. Performance will even vary across, Podcast, CTV, and Display given their different mediums.

For example, a consumer who searches for “shoes” is more likely to make an immediate purchase because they are actively searching for the product. Programmatic channels, on the other hand, expose audiences to products before they are ready to purchase. So if that same consumer sees a CTV ad for a pair of shoes before they start their search, there’s a likelihood that they will have been influenced before their final purchase decision.

Launch early

→ We anticipate that the holiday season will stretch across Q4, and consumers will start their holiday planning and shopping early - you want to be there when they’re in the consideration stage. As a rule of thumb, you should be in market at least 4 weeks prior to your peak shopping period.

Anticipate different scenarios

→ As an agency practice, we create decision playbooks with our clients going into critical peak periods that allow our teams to move quickly when optimizing campaigns.

If you’re interested in chatting more about your programmatic strategy for the holidays or beyond, reach out to us at programmaticleadership@newengen.com. For more holiday insights and digital marketing news, subscribe to our newsletter and follow us on LinkedIn.

[moneyverma1524]

10 reasons you need a digital marketing strategy in 2023

Search engine marketing

Social media marketing

Digital advertising

Digital PR

Digital partnerships

Digital messaging

Pay-per-click PPC

Paid social

Programmatic display

Online advertorial

Affiliate marketing

Publisher email/push

Organic search (SEO)

Organic social

[unboundb2b]

Follow the newest trends in programmatic advertising for 2023 to stay ahead!

Learn about the new strategies and trends that will influence programmatic advertising in 2023. Take the lead over the competition with insightful knowledge and knowledgeable predictions.

Share these thoughts with your industry peers to step up your marketing game!

[mariacallous]

In 2019, other than the government of Vladimir Putin, Warren Buffett was the biggest funder of Sputnik News, the Russian disinformation website controlled by the Kremlin. It wasn’t that the legendary champion of American capitalism had an alter ego who woke up every morning wondering how he could help finance Vladimir Putin’s global propaganda network. It was because Geico, the giant American insurance company and subsidiary of Buffett’s Berkshire Hathaway, was the leading advertiser on the American version of Sputnik News’ global website network.

Nor was it because a marketing executive at Geico had decided that advertising on the Russian disinformation outlet was a good idea. That would have been especially unlikely, not only because of the Buffett connection, but also because Geico stands for Government Employees Insurance Company and has its roots dating to the 1930s, providing insurance to civilians and members of the military who worked for the American government, not its Russian adversary.

In fact, no one at Geico or its advertising agency had any idea its ads would appear on Sputnik, let alone what anti-American content would be displayed alongside the ads. How could they? Which person or army of people at Geico or its agency could have read 44,000 websites?

Geico’s ads had been placed through a programmatic advertising system that was invented in the late 1990s as the internet developed. It exploded beginning in the mid 2000s and is now the overwhelmingly dominant advertising medium. Programmatic algorithms, not people, decide where to place most of the ads we now see on websites, social media platforms, mobile devices, streaming television, and increasingly hear on podcasts. The numbers involved are mind-boggling. If Geico’s advertising campaign were typical of programmatic campaigns for broad-based consumer products and services, each of its ads would have been placed on an average of 44,000 websites, according to a study done for the leading trade association of big-brand advertisers.

Geico is hardly the only rock-solid American brand to be funding the Russians. During the same period that the insurance company’s ads appeared on Sputnik News, 196 other programmatic advertisers bought ads on the website, including Best Buy, E-Trade, and Progressive insurance. Sputnik News’ sister propaganda outlet, RT.com (it was once called Russia Today until someone in Moscow decided to camouflage its parentage), raked in ad revenue from Walmart, Amazon, PayPal, and Kroger, among others.

Every workday, approximately 2,500 people sit at desktops or laptops using these programmatic advertising algorithms to spend tens of millions of dollars an hour. They work at advertising agencies scattered around the world, or, in the case of some major companies, at their in-house advertising shops. Their titles might be “programmatic specialist,” “programmatic associate,” or “campaign manager.” What they have in common is that they are usually in their first jobs out of college. Although many work from home post-Covid, if they are in the office, they sit at carrels in large open spaces that resemble the trading floor of a stock brokerage.