Programmatic ads appeared even in 2009 but continue to be the reason for creating myths, guesses, and tales. So, let’s shed some light on the Programmatic ads and find out: is it as scary as people say?
1. PROGRAMMATIC AND RTB ARE THE SAME THINGS
This stereotype is everywhere, but it doesn’t make it true. The reason is a mix-up of terminology. So, let’s move step by step.
Programmatic is an automated buying and selling of online targeted advertising. It can be made by RTB and directly with Programmatic Direct. Here you can get to know how programmatic advertising works.
And what is RTB? RTB (real-time bidding) — precisely the technology of buying, auction where it is decided what ads fit users interests and all this happens just while loading the page. Programmatic and RTB are closely linked and can’t work without each other, but they are not the same thing.
2. OKAY, PROGRAMMATIC AND SMM ARE THE SAME THINGS!
It seems a little bit absurd, but this meaning takes place in the digital world. The reason is still the same — lack of knowledge. One of the programmatic advertising channels is social media. It helps promote a brand, but the aim of the social ads channel and SMM is different.
First of all, SMM (social media marketing) is about the content that helps achieve likes, shares, comments, subscribes, and, as a result, a loyal audience interested in some kind of content. Programmatic ads are aimed to increase reach, Brand Awareness, traffic to the brand’s websites, etc. The main goal of the programmatic ads is income. It doesn’t limit to likes and subscribes.
3. THERE IS JUST ONE TYPE OF AD FORMAT
The truth is programmatic ads have a massive diversity of ad formats, and every campaign goal has a suitable format: banners, video ads, native ads, audio, and dynamic remarketing. Moreover, programmatic ads don’t keep, work with all devices and expand ad formats and channels. Summing up, programmatic ads don’t have one ad format and indeed can say that in the future with inventing new ads platform or devices it all be available for programmatic.
4. ADVERTISING IS PLACED ONLY ON LITTLE-KNOWN WEBSITES
Exactly the opposite! Programmatic ads allow both to choose suitable platforms and control them. There are special instruments for it: Black and White list. Blacklist is for the websites that don’t fit your campaign. For example, a campaign promotes a child’s nutrition, and it’s not a good idea to publish ads on the child-free forum. And Whitelist for available websites. Also, these instruments guarantee Brand Safety (read more about Brand Safety). With programmatic ads, it’s easy to buy traffic on premium platforms.
5. WHY DO WE NEED AN AGENCY IF A ROBOT DOES ALL THE WORK?
As we said initially, programmatic is automatic ad buying, but it doesn’t exclude humans. On the practice side, it even needs human factors. Algorithms work well with data, but data can be used successfully with an excellent strategy, and here we go again. Who always creates a strategy? Right, people. It should be noted that there is a difference between long-term and short-term thinking. Algorithms analyze campaign details here and now as long as people can do it using their previous experience, background, and knowledge about advertising.
6. HIGH AND UNJUSTIFIED PRICE
One of the programmatic advantages is precise price formation. You can see all information about advertising campaigns in analytic reports or directly in personal accounts in real-time during the campaign. It allows the clients to monitor summary price and cost for view, depending on the type of payments. Using the analytic system will enable us to optimize the campaigns in real-time and see the statistics in one place.
7. PROGRAMMATIC DOESN'T WORK WITH IN-APP ADS
Mobile advertising is one of the fast-growing ways of developing the digital world without adblockers and post-cookies issues. And programmatic ads successfully work with it. Now, ignoring mobile format is a rude mistake because the audience of all ages and incomes spend more time on smartphones, and if you don’t use the mobile channel, you miss a huge part of the targeted audience. Let’s read more about the term “in-app ads” in our recent article.
8. IT'S NOT ABOUT CREATIVITY
It could be true because the primary goal of programmatic ads is to reach the targeted audience and attract them to buy, but creativity also influences the results.
Many users think that modern advertising is annoying and a constant attack of irrelevant banners. Such advertising can’t appeal to consumers, and it’s fair. That’s why ad formats are moving forward to dynamic, eye-catching, and attractive visuals.
VERDICT
Programmatic advertising is not as scary and complicated as people talk about. If you try it by yourself, there will be no doubts at all. Do you want to promote your product with programmatic ads? Contact us, and we will help.
