Programmatic Media Buying
Programmatic media gets inside people’s heads
and learns what makes them click.
Programmatic media relies on software to purchase digital advertising, as opposed to the traditional process of human negotiations, insertion orders and tear sheets. It’s using machines to do what humans have done for decades. But why?
Why use programmatic advertising?
Efficiency. Theoretically, the programmatic machine not only processes data faster, it will distribute the right ads to the right people at the right time for less money.
Is programmatic media more efficient?
It can be, but there are a lot of variables to be considered when buying programmatic media. Like any computerized function, the old adage “garbage in, garbage out” describes the challenge facing programmatic media today.
Is programmatic media more efficient?
It can be, but there are a lot of variables to be considered when buying programmatic media. Like any computerized functionality, the old adage “garbage in / garbage out” describes the challenge facing programmatic media today.
Is it worth the investment?
If the cost is low, the answer is yes. The days of large budgets and mega commitments are long gone now and many suppliers, including Google, enable marketers to explore programmatic media with relatively low investment. But it does take experimentation. Our goal is to generate new customers for our clients. With programmatic media, we simply test against our benchmarks. If the results are good and it proves to be cost-effective, we increase it. If it does not succeed, our client may opt to tweak the formula to seek new results or drop it.
Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible.
Are machines replacing people?
Yes and no. Technology is being used to replace some of the more menial tasks, but using it can require more time planning for sophisticated, customized campaigns instead.
What is real-time bidding vs. programmatic direct?
RTB refers to the purchase of ads through real-time auctions. Programmatic software also allows advertisers to buy guaranteed ad impressions in advance from specific publisher sites. This method of buying is often referred to as “programmatic direct.”
What is the future of programmatic media buying?
Programmatic media is definitely on the rise. At the moment, it’s mainly online ads that are traded programmatically, but increasingly, media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.
Media ROI is all about targeting, placement, and timing
Narrow your audience to increase your impact. The most cost-effective advertising medium is the one that reaches your target with maximum efficiency, relevance and impact. We are media agnostic. We have no bias towards any particular media vehicle. Our analysis and recommendations begin and end with your target customer.
Our experience includes all media including in-theater, billboards, direct mail, Internet, newspapers, magazines, mobile, transit advertising, radio advertising, local cable, spot TV and network television. We begin our Media Buying Smart Process with a thorough examination of your market. We then define your target market segments in media terms. Then we begin the analysis and negotiations to build a media plan that surrounds reaches your audience at the touch points important to them. Not to us. Not to you. Important to your audience.
Social Media Advertising
Social Media Advertising (SMA) is now larger than Google AdWords. And together, they represent more advertising dollars than all of television including network, local and cable TV combined. Why? Because SMA provides the targeting of a special interest magazine at the lowest CPM (cost per thousand) with the undeniable advantages of direct response and retargeting. While Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn each have their advantages, Facebook with its average monthly user-base of over 1.5 billion people towering over the competition. To find out more about the advantage of each, contact Young Company.
There is a science to evaluating, negotiating, planning and buying the most efficient media buying plan for our clients. And there is an art to negotiating the most effective media buying strategies. Frankly, we are very good at both. It starts with a solid understanding of our client’s market and the types of customers they need to reach. We apply best practices in media buying to arrive at the most logical and cost-effective options. Then we get creative: meeting with the reps and stations; exploring how they can help our clients achieve their goals. The best proposal wins every time - and fortunately so do our clients.
A company that utilizes database marketing continually gathers, refines, and analyzes data about their customers, their buying history, prospects, past marketing efforts and demographics. They analyze the data to turn it into information that supports all their marketing and sales programs. More enlightened marketing companies also use customer and prospect interests and preferences, generally gathered on their web site, to tailor marketing efforts right down to the individual level. This form of behavioral targeting is growing rapidly in its effectiveness.
Direct Response Advertising
Direct response advertising focuses on delivering a message that motivates a person to take a desired action (call, visit, apply, buy, or send). Since the media and message are controlled, effectiveness of any communication effort can be measured, evaluated, and improved upon. Our clients have had success with direct response marketing in situations where an identifiable and addressable target exists, an offer that will prompt response is made and, where the budget allows, a series of packages or commercials is delivered.
The age of the Internet has brought with it a new level of interaction and accountability. As an agency steeped in technology marketing, Young Company has embraced the power of interactive marketing since the mid1990s. Today, a company’s website is often the nucleus of its marketing program. While every situation is different, we often find that the competitor with the most advanced Internet strategy is either the market leader or about to become the leader.
From a media perspective, our role is to help our clients leverage this incredible two-way medium. Our services include comprehensive reviews, competitive analysis, planning, and procurement.
We help our clients excel in search engine marketing (SEM), including search engine optimization (SEO) for natural search, as well as paid search such as Google Ad Words. Analytics plays an important role in the measurement of our client’s Internet marketing performance. Besides banners, links and sponsorships, we manage online newsletters, webcasts and email marketing campaigns. View our Digital Marketing Page
The first advertising medium, print, including newspapers and magazines, is still a favorite among consumers and marketing executives alike. Print is tangible, convenient, colorful and easy on the eyes. Although its role is changing and circulations are shrinking, print advertising still plays an important role for many of our advertising and public relations clients.