What is Programmatic Media Buying?
This is actually a fairly new term, so don’t be alarmed if you’ve never heard of it! Programmatic media buying is automated ad buying in real-time. It’s pretty much what everyone uses today! For example, Google Adwords is the most powerful programmatic media website today. Media buyers purchase ad space from websites or through agencies to display their ads.
Programmatic media buying includes all the features that used to have to be done manually. Things like audience targeting, website targeting, automatic bidding, and analytics are now easily accessible and kept all on one platform for users’ convenience. The automation uses big data like impressions, consumer behavior, and point in the buying process. This information allows programmatic technology to deliver highly relevant ads to the right customer, at the right place, at the right time.
Why It’s Beneficial
Programmatic media buying makes online advertisement more efficient and effective. Not to mention it levels the playing field in the advertising space. Everyone has the equal opportunity to optimize their business online, with fair bid pricing and negotiations. In the “olden days”, you would have to call the advertising company you wanted to work with and go back and forth with negotiations. The fair bidding scheme of Programmatic media buying makes it readily available to anyone without the risk of getting ripped off. Programmatic marketing (the same thing as media buying) has sky-rocketed in just the last 10 years. The chart I’ve included below from smartinsights.com shows the rapid growth of programmatic media buying, which surpassed non-programmatic by 2017.
Media Buying in Michigan
While Programmatic media buying is more simple and consolidated than traditional methods, it still takes a lot of time and effort. Many advertisers will hire a professional media buying agency to help them along their journey. Media buying agencies know all the ins and outs of media buying and can get you the right ads, on the right sites, at the right price. Sometimes it is best to leave it up to the professionals! In addition to their top tier knowledge, professional media buyers have tons of network connections to add further value to your ads.
On that note, I want to include some useful connections for Programmatic media buying in michigan!