Programmatic Display in Digital Media Plans

Interest in Programmatic Advertising is now mainstream of the performance and productivity benefits driven by it. In US alone, over 80% of display ads are expected to be done via programmatic advertising.

Programmatic Display in India is now the single largest targeted reach media in the country!!

This article explores the business case for expanding the use of programmatic buying in digital media plans in India.

Anatomy of Digital Media Plans in India

Some of the popular tactics that expand the digital marketing funnel at the top are –

1. Direct Website Buys: A good example is Moneycontrol for financial services advertisers. The advantage of this is that these sites give access to mid funnel audiences.  The issue with this approach is that not every advertiser can use this tactic. Also, the scale of audiences available through this route can be a challenge.
2. Ad Networks: Such as GDN give access to audiences aggregated across websites at scale. While this creates some incremental reach and scale, Ad Networks have issues.
3. Affiliate Networks: These are also ad networks that drive incremental performance at the bottom of the funnel. These usually operate on CPC, CPA, CPL etc.
4. Video: This creates high impact communication in front of target audience. The best example is YouTube.
5. Native: This encompasses use of tools such as Taboola, Outbrain and Colombia for content based advertising.
6. Social Network Buys: This reaches specific audiences in the social context e.g. LinkedIn and Facebook. The pro of this is the access to target audience in a context that they engage with. The downside is  this gives access to only one context in front of the audience.

Advantages of Programmatic Advertising

Programmatic Advertising can potentially replace most of the investment in tactics #1 through #5 from the previous section. This leads to Performance as a result of consolidation of data for optimization in a single platform. This  also drives significant media savings from prevention of overexposure of audiences.

Since Programmatic Advertising can also effectively execute Re-targeting, this adds two more advantages –

• Analytic data from Re-targeting is leveraged across the advertiser’s Programmatic Advertising campaign.
• This removes the need to manage an additional publisher.

Programmatic Advertising drives Automation since a single RO (Release Order) to the specialist programmatic agency can cover budgets for tactics #1 through #5 and re-targeting.

In addition, Programmatic Advertising enables use of 3rd party audience targeting data.

Digital Infusion’s Programmatic Display can deliver these benefits to advertisers with significant ROI.