The digital media buying marketplace has been undergoing a dramatic transformation in recent years with the display market facing the greatest of these changes. With the online user having evolved their consumption habits its put increasing pressure on the advertiser to ensure that their display marketing model is keeping up. The problem faced by advertisers is that the web experience is now all about discovery with audiences being less loyal to online brands and searching for relevant content right across the web. As a consequence the number of sites they visit has increased exponentially which has led to a very fragmented marketplace. This then presents the challenge of how to cut through and reengage with the consuming public in a medium they cannot avoid yet is still relevant to them an the environment around where they happen to be right now.
What this means is the display buying strategy has become less about buying direct inventory, which historically guaranteed to reach a non defined audience at scale, and more about following the audience along their usual route of travel and delivering marketing messages to them based on contextually formed triggers. This new landscape gives advertisers a new strategic opportunity which includes increased transparency, improved targeting, less wastage, more efficiency and better results in what is categorised as programmatic buying.
iSEEs' Programmatic Ad Xchange gives advertisers a central planning point for their display campaigns and through the setting of strict criteria it allows programmatic teams to build data sets around who the key audience is, what their Away from Home behaviors are, and what areas of the network can drive the best results.
How can programmatic help deliver campaign objectives?
With advertisers now able to access Away from Home inventory across New Zealand, overlaying specific filtering selections to allow for granular targeting not seen anywhere before we can deliver contextual, environmental, audience and proximity targeting, meaning programmatic placement is versatile enough to deliver on all campaign objectives.
History of programmatic
Historically programmatic buying has been seen as only been available on "Digital" (online & mobile) platforms, but that is not the case today. With iSEE's reach across the entire country on both our in-store & large format digital billboards we combine all the benefits & agility of "Digital" but in a format that cannot be ad blocked, turned off or not seen.
The benefits of programmatic are:
Improved level of transparency through a greater level of access to data across the whole digital plan,
De-duplication of audience through managing the delivery of creative from a central source across all activity,
Efficient frequency capping,
Increased cost efficiencies,
Targeting & Optimisation.
The BEST benefit of iSEE's Programmatic Ad Xchange is that you can run multiple campaigns, all targeting variable audiences, when and where they are, all as part of one campaign spend.
Within programmatic there are also many targeting options which can be deployed within the campaign based on the specific brief which would include:
– Time of Day
– Day of week
Additions to the iSEE Ad Xchange in development now...
Real Time programmatic buying.
Programmatic buying is a term used for buying display impressions in real time. This will work by us making some of our inventory available for clients & agencies to buy in real time as briefs require.
Real Time programmatic Bidding.
Having Programmatic inventory available is one thing, letting the market set the price for those impressions at that location, on that day, at that specific time, with that weather prediction is another. We are developing an add on to our Xchange which will allow approved clients & agencies to bid for the space in 10 minute blocks of time BEFORE the ad space is desired.