Programmatic media buys – As media planners, we think it’s important to analyze every part of our media plans – how each medium is performing and why we think it’s performing/not performing. Recently, we asked ourselves what we think the pros and cons of programmatic media buying are for our different clients and now we want to share our thoughts with you. Here are the pros and cons:
The Pros
1. Targeting
With programmatic media buying, it’s easier than ever to reach your target consumer. For example, if one of our clients is a yacht manufacturer, you can identify people who are searching for yachts for sale, and then serve ads to them on the sites they frequent.
2. Creative Control
With programmatic media buys, you’re able to gain insights about your audience and change out your creative within moments if the results make sense to do so.
3. Lower CPM
The CPM (cost per thousand) on programmatic media buys is often much less expensive than with direct publisher buys.
The Cons
1. Transparency
With programmatic media buys, you won’t necessarily know the exact website and section of that website your ads appear on.
2. Ad Fraud
There is a high percentage of bot ad fraud that can occur with programmatic media buys (as is the case with any digital media advertising).
Conclusion
In general, we feel that programmatic media buying is a valuable component to our media plan as we think it’s important to have a media plan be as well-rounded as possible. We cast a wide net when we begin a campaign and gradually narrow that net as we identify the audience we’re actually reaching. Let us help you with your next plan.
