{"id":81345,"date":"2020-02-12T18:16:11","date_gmt":"2020-02-12T18:16:11","guid":{"rendered":"https:\/\/digital-marketing.bg\/optimization-of-display-native-and-video-ads-using-programmatic\/"},"modified":"2023-07-14T15:09:41","modified_gmt":"2023-07-14T12:09:41","slug":"optimization-of-display-native-and-video-ads-using-programmatic","status":"publish","type":"post","link":"https:\/\/digital-marketing.bg\/en\/optimization-of-display-native-and-video-ads-using-programmatic\/","title":{"rendered":"Optimization of display, native and video ads using programmatic"},"content":{"rendered":"

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Optimization of\u00a0display, native and video\u00a0ads using programmatic<\/strong><\/h1>\n

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It is a challenge for every advertiser to broadcast the right message to the right users at the optimum frequency and at the right time. Programmatic advertising has its advantages, but in order to use\u00a0it in full, it is important to know who they are and to use them in your campaigns. Here are some of the features we use to optimize creatives and compare them with the Google Ads platform.<\/p>\n

So, what makes a programmatic ads better than Google Ads, for example, when managing advertising campaigns:<\/p>\n

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We can pre-select where our ad will appear in programmatic<\/strong><\/h3>\n

One of the disadvantages of Google Ads is that you have no information or very limited information about where your ad will appear on the site. This is a major problem because many banner positions lack viewability or are located in\u00a0websites and apps that do not meet the goals of the campaign.<\/p>\n

Unlike Google Ads, the programmatic gives much more control to the brands as to where their ads will appear. There are several types of settings that allow you to target your ad:<\/p>\n

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According to the positioning of the programmatic ad in the visible part of the screen<\/strong><\/h3>\n

Above the fold<\/em><\/h4>\n

This feature is very useful for campaigns that need quick product placement, increased ad visibility, and fast sales promotions. Helps you get a good balance between your final CPM cost and the visibility of your ads.<\/p>\n

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Below the fold<\/em><\/h4>\n

If you don’t have a lot of requirements for your ad but want it to show to the right users and to good sites, choosing this feature helps. It is positive that the overall price is an idea better. We rarely choose this option on our own, but if we choose it, we always combine it with a selection of sites where we can use it. And these are sites that have proven to perform well with below the fold campaigns over time.<\/p>\n

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According to the position of the ad in the content of the site<\/strong><\/h3>\n

For banner ads (display and native), you can choose between in-article, in-feed, interstitial, in-banner, unknown.<\/p>\n

For video advertising, you can choose between pre-roll, mid-roll, post-roll.<\/p>\n

For audio, the ad can choose between pre-roll, mid-roll, post-roll or unknows.<\/p>\n

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We can choose which sites (not) to show the ad on<\/strong><\/h3>\n

Experienced advertisers want their ad to appear on more\u00a0reputable sites because this increases the consumer’s confidence in the quality of the advertised product. One of the drawbacks of Google Ads is that we cannot have good control over where the ad will be positioned. We can choose to direct it to the desired sites, but here.<\/p>\n

In a programmatic environment, we have complete control over where we want or not to show our banners or videos. We have no hidden sites (almost, if you know how to limit them). For a quick reference, you can check out Placements \/ Where my ads are shown in Google Ads. You will surely see that a lot of impressions have been aired on the so-called anonymous sites. If you know who they are, you may not be so pleased with the presentation of your campaign. Not to mention that the results at different anonymous sites are quite different, so you cannot have good control over where your ads appear, the price you pay for it, and the audience it is shown to.<\/p>\n

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At\u00a0our agency, we have developed lists of quality sites to which we target our ads to customer needs, such as financial information sites or sites read by IT professionals. This helps us target and optimize our inventory from the start of the campaign. Programmatic platforms only allow you to target your ad to those sites where you want your ad to be broadcast.<\/p>\n

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For example, based on our experience in a programming environment, we have over 20,000 sites that we have identified as ineffective and prohibit the broadcast of advertising to them. Some of these sites are positioned\u00a0locally for the company where our campaign is targeting and part – abroad.<\/p>\n

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We can choose the applications where we want or not to show our ads<\/strong><\/h3>\n

We find this feature super useful because apps are both a hidden diamond in the ad business and a place where, when mismanaged, your money can easily go to the wrong user (most often the child of the one you’re targeting). Each one of us uses dozens of applications, most of which are ad-supported. Choosing the right apps right can be an easy and effective solution to boost your ad performance and get the results you want.<\/p>\n

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Good programmatic platforms allow you to choose the applications in which you want your ad to appear. You can specify:<\/p>\n