What is Programmatic Display Advertising and How to Use It Effectively? | Sunday Observer

What is Programmatic Display Advertising and How to Use It Effectively?

20 May, 2022

To date, programmatic advertising plays a crucial role in display advertising in boosting ROI and ad spend across the world. Despite the COVID-19 implications, advertisers didn’t stop investing in ads, they simply redistributed their budgets towards those channels where the traffic grew through programmatic advertising.

Let’s learn and understand what programmatic advertising is and how to effectively use its functionalities to achieve campaign KPIs.

Display Advertising

Display advertising is a form of online advertising that combines a compelling copy, clickable images and a URL that links to the company website for the viewers to learn more about the product/service and the company. Even though contemporary display advertising units can be distributed through different channels including television and radio the most popular way nowadays is via digital interactive channels -mobile, desktop, in app ecosystems and digital out of home (DOOH) advertising.

Programmatic Display Advertising

Programmatic advertising is the automated purchase and sale of online advertising enabled by real time bidding. Programmatic advertising which is a fast-evolving digital marketing option is gradually taking over the display advertising market.

The key players in programmatic buying, and programmatic advertising processes ensure that effective media buying and selling for all parties are Demand-Side Platforms (DSPs) and Supply Side Platform (SSPs).

Demand-Side Platform (DSP) is a programmatic advertising tool for advertisers. It works almost like ad exchange. It features the self-serve dashboard in which advertisers adjust display programmatic ad campaign settings.

Supply-Side Platform (SSP) is a programmatic advertising tool for publishers and app developers, in which they manage their available inventory (ad space) and sell it.

Supply Side Platforms SSP sends information about the available inventory, website audience, and relevant third-party data to DSPs and ad exchanges.

When several DSPs identify the publisher’s inventory as a suitable one, a Supply Side Platforms SSP evaluates the bids sent by those DSPs and chooses the highest one among them.

Distinctive Features

  • High level of efficiency with the ability to optimize and target the right audience in real time
  • Different types of targeting according to the needs of the advertiser. (Contextual, Behavioral, Geographical and Device)
  • Scalable and Flexible Spending of campaign budgets
  • Transparency via Dashboard over the campaigns
  • Ad unit is shown only to interested users based on their data characteristics.

Types of Display Adverts to use in Programmatic Advertising

01.Rich Media Ads contains advanced features like video, audio or other elements that encourage viewers to be interactive with the content.

02.Video Ads encompasses online display advertising with a video content that plays before, during and after streaming content in online platforms

03.In-banner videos are GIFs or short videos embedded into a banner ad that appears in the same way the banners do.

04.Native Ads are also called sponsored content. Those ad units adjust to the website’ s content by impersonating the design and functions of the website elements.

The main purpose of display adverts is to capture attention and cause a brand recall while establishing a strong brand image in the viewer’s mind.

Key attributes to consider when you buy ad spaces in display programmatic advertising are:

  1. Page Views or Impressions — the number of times the ad was shown to its target audience. Primarily depends on the publisher’s website authority.
  2. Click-through Rate (CTR) — the ratio of page views to clicks. This metric depends more on ad quality and inventory (ad space) format.
  3. Cost per Mille/Thousand (CPM) — the price advertisers pay for every thousand impressions.

4 Golden Rules for Preparing Your Display Ad Creative

Regardless of whether you are using programmatic or manual advertising, the way you create your display creative has a great impact on your campaign effectiveness. The following guidelines

would help you to prepare your display ad creative for maximum benefits from the ad budget.

Make Catchy Artworks

Display ads heavily demand attractive visuals. Catchy images and media in it will attract more attention. However, the content is what will interest the viewers to click on the ad.

Watch the Language

The language of the display creative should match the geos where you target at. No matter the level of ad customization technology programming (i.e., programmatic advertising) used by an ad network or advertiser, your ads will fail to convert as expected if you fail to use the proper language in your ad creatives.

Don’t Overload with Text

Even Though it is true that details are very important, the goal of the display creative is to trigger interest and make the users click on it. The best practice will be shortening the message to 10-20 words. For complex services and products, it is better to opt for videos and native formats.

Use One Call to Action

Your display ad creative could be confusing if the offer is compelling, yet it does not instruct on what to do next. Therefore, it is very important to add one call to action button just like landing pages do.

Create a Descriptive Landing Page

A landing page is typically created for a specific goal: to sell a product or service, collect the leads or news subscribers, or just to analyze the real time demand for a product.

A landing page needs to have one CTA and should be focused on one purpose. And also, should include product details and benefits, testimonials & stats to build reliability and keep data input forms very short.

It is now comprehensible that display advertising has rapidly evolved within the last ten years and programmatic display advertising marks the zenith of data driven ad tech ecosystems. Previously display adverts were limited to static banners. Programmatic advertising has taken display advertising to an extent where each aspect of the user behavior is traced, and the advert is disseminated to the right user profile.

It is now up to advertisers to get started with programmatic ad technologies and fine-tune their targeting to reach the most relevant customers. We at www.adstudio.cloud help your display ad units placed in the right publishing ad space at the right time and across the channels you prefer most.