Programmatic advertising

for more precise targeting

At Digital Marketing Group we strive to offer marketing solutions that, in addition to being effective, flexible and reliable, are related to the use of the most modern and efficient tools for automation, planning and optimization of advertising campaigns.

Our team is able to balance new technologies and well-proven practices in digital advertising management. Taking into account the objectives, the audience behavior and the various channels of communication on the Internet, we are fully capable of making a detailed strategy in which your company can excel in the audience and have a long-term success.

What is programmatic advertising

Programmatic advertising is a new type of ad space purchase via an automated platform that has different players and side advertisers, media groups and agencies. In most European countries in the west side it is possible to use different channels for programmatic advertising like TV, outdoor advertising and digital internet advertising. In Bulgaria, we can talk about this type of media buying only in the field of digital marketing, as well as the other options that have not yet been imposed. The programmatic advertising for the territory of our country fully covers the display or banner ad as well as video advertising. Monitoring the trends so far, the second type will take a greater lead by 2020, while programmatic deals will displace a lot of direct negotiation with media groups running holding various types of websites like news portals and others.

This type of ad is specially designed as an enterprise solution, but that does not mean that businesses with more limited advertising budgets can not benefit effectively from the targeting and the effective results. On the contrary. Programmatic advertising can be effective for many businesses who want to invest smart and precisely in digital advertising.

How does programmatic advertising work?

Considering the programmatic advertising in the field of digital marketing, the principle of working in different programmatic platforms is to buy ad space on different websites and information portals. The main principle of work and the advantage of this type of innovative advertising is the timely delivery of banner ads to a clearly defined audience in the network of sites of different media groups. When setting up the initial campaign, the capabilities are extremely detailed and very specified, leaving more time to the marketing experts to focus more on the strategic ad development and pushing potential customers to a specific action. Media groups that open their ad space bidding for programmatic advertising offers real-time auctions or direct deals that are negotiated in advance for certain sections, audiences, and parts of different sites. Technologically, this is the most useful and precise tool to reach effectively a selected audience without spending an advertising budget on people who are not interested or not part of the buyer’s ideal buyer person.

Targeting options

The targeting capabilities through programmatic platforms are much more flexible, with a wider range of interests, behaviors and demographics, and more precision when setting up campaigns according to the goals of the project. Basically, there are two major types of targeting – first-party data (including user targeting and site tagging), and third-party targeting – where you can buy preselected audiences from external to your organization provider. Of course you can use the sources of the platform you are using for additional targeting features.

It is easier and more convenient to target audiences based on a well-built buyer profile, as advertisers can be displayed with people who are interested in certain world-famous brands, such as cars. The inventory of targeting lists is very detailed and well structured. There is a real-time targeting option for people who now show interest or research for a service or product. This means you no longer need to show your ads to an audience that has an interest in, or has taken any action, but to take care of new potential customers to meet you in the first few minutes of their search.

Ad formats

Ad formats play a key role in the success of any digital campaign. From the very beginning, the planning of each step is crucial for achieving optimal results. The skillful combination of design and copywriting is one of the factors for well-optimized advertising right from the start. In programmatic advertising platforms, you have more freedom of action and more scope for visualizing your advertising visions and messages. The standard sizes for Google Ads banners work here, but you may already know, certain Google Ads accounts cannot use HTML5 animated banners. You will need special platform endorsement and the approval criteria are not always favorable for businesses whose profiles are not well maintained or too new. But programmatic advertising platforms do not put such restrictions. creatives can be made in standard, common formats such as 300 x 250 px, 300 x 600 px, or other, or you can use custom templates from the platform itself. In additional in programmatic environment you can use some format which are not available in the Google Ads environment.

The programmatic platform providers aim to make the banner design process easier. Definitely animated banners have an advantage, so most templates in programmatic advertising platforms offer exactly that. You can see what the templates are.

Price models

Similar to other online advertising channels, the primary purchase model is a cost per 1000 impressions (CPM). But it can target your campaigns on a CPC basis (cost-per-click), CPA (cost-per-action), CPV (cost-per-view).

Positioning

Positioning ads is one of the great benefits of programmatic ads.

You can choose between dozens of exchange servers where literally billions of ad positions go in every minute, but you can also target your ads to a particular site that interests you.

The benefits of programmatic advertising are also that you have the option to choose where, when, and how to display your ad. The platform allows you to choose, for example, between the above the fold or below the fold ads, determine the visibility of your ads, operate super cautiously with the content surrounding your ad (brand safety) and a number of other metrics.

How does programmatic help you grow your business?

Digital advertising is one of the most effective and flexible channels due to the ability to constantly monitor and manage processes in real time. These features also apply to the various programmatic platforms. Programmatic advertising is a valuable tool and has the enormous power to help in implementing the marketing and business objectives of each project. As long as it is strategically correct. With this type of advertising, you ensure your positioning in the best and high-quality Bulgarian and worldwide websites. This is a good way for increasing awareness and interest in your brand, as well as increasing inquiries and sales. In the long run, optimizing your ad, building up and managing your audiences will give you not only the fulfillment of your business objectives but also good statistics on your audience’s behavior, which will inevitably lead to positive transformations in the business model itself. to meet the needs and expectations of users. This will make your business even more successful, elevating it to a whole new level in front of your customers and partners. Because we know how important it is to manage your investments smartly and to go along with you on the path to success and keep you there.

It’s hard today to find people who understand their job, do it openly, fairly and honestly, with heart and from the heart, ignite you with their ideas and confidently and calmly help you realize the best for you. If you need such people, call the Digital Marketing Group.
DIDI KOEVA, COO at OSSN

How can we help you?

The team at Digital Marketing Group, which takes care of the programmatic campaigns of our customers, is united by one mission – to achieve the most effective campaign, optimizing resources and advertising budget. As a premium ad, this channel requires complex skills for comprehensive marketing analysis and long-term database management to be used at its best. We can assist you at any stage of this type of advertising and we can be most helpful to you in:

– planning a complete advertising campaign

– the strategic structuring of individual aspects

– the creation of relevant content in the form of banners and advertising texts

– the optimization and monitoring of the programmatic advertising after its launching in a real environment.

At the very beginning, we will get to know your business and the goals you want to achieve. The strategic planning of a programmatic campaign begins with a detailed understanding of the business model. In the following steps, this helps to properly structure the campaign.

Even at this early stage, ad optimization is already in place. You can rely on 100% of our experience and expertise. We can also assist you with the design and messages of each advertising creative to the different audiences. We know how important it is to always be unique and speak to individual audiences personally, and programmatic ads allow it to break down in detail. This enhances the quality of the ad, helps to better understand the online users and drastically reduces the cost of impressions or conversions accordingly. The decision to invest in programmatic advertising is one of the most important things you will do in your business to overcome your current stage.

Our team has a solid experience with programmatic campaigns for different companies in Bulgaria and Europe. We can boldly build an adequate and objective strategy that is really working and successful for your business.

We are always open to new challenges because we like to work not only on projects that entertain us, but also those that stimulate us to overcome ourselves and our customers’ expectations. Because strategic planning and good partnership between the agency and the client are fundamental to the successful development of investment in programmatic advertising. And we know how important it is to have complete transparency and accountability for your advertising budget and online environment.

When developing the strategy

We define together the objectives of the campaign that meet the business needs;
We assist in structuring and segmenting the audience according to the possibilities of the programmatic advertising;
We define how to reach potential customers;
Preparing detailed media planning and effective budgeting for the entire campaign period;

When implementing the strategy

Develop a strategic action plan adequate to your needs;
Make detailed media planning to achieve the advertising prices set in the strategy;
Develop attractive creatives to attract the attention of your customers;
Organize the campaign’s declaration, the operational control during its implementation and the final monitoring;

Reporting and analysis