Programmatic media and omni channel marketing are the next frontiers of media
While walled gardens, ad-blockers and device security is slowing development within this area of marketing, we are seeing both digital and traditional channels quickly adopting a programmatic media advertising methodology to their buying. This type of media buying enables advertisers to leverage first, second and third party data far more extensively to deliver advertising to consumers irrespective of where the audience is consuming media. It may mean that while some of your target audience has a greater propensity to stream videos on connected TVs, another responds better to native advertising – this method enables you to reach them both simultaneously.
What is programmatic media advertising
Essentially, this type of advertising is an automated methodology of buying digital media inventory like display, native, video, TV even Billboards.
The process uses a bidding systems to leverage audience data (1st, 2nd and 3rd party) and to buy available digital media inventory using automation for speed and cost efficiency.
In fact, this methodology is now one of the the main methods utilised to buy digital media… and the definition of digital media is constantly expanding.
Our approach to buying this type of digital media is to first and foremost align the strategy with other media being purchased, be it; TV / Radio / Offline and other forms of media.
Programmatic buying enables us to buy exposure to a highly defined target audience at scale irrespective of device type, website or environment and adds considerable reach and frequency extensions to other media channels.
Our primary discipline of buying programmatic media is asking …. Does this strategy align with your brands’ principles? We take into account the discipline of maximising your first and second party data as the priority and understanding your audience to create relevant segments for targeting.
We look to implement appropriate frequency capping to ensure campaign goals are achieved and define true value-based metrics to measure the impact of your campaigns.
Multi Media do not just look to buy any old media at scale across programmatic… we look to appropriately leverage data and programmatic technologies to access brand safe environments with whitelisted publishers and key properties to ensure you appear right place, right time, right audience and within contextually relevant environments