Automation has brought ease and a sense of simplicity to our daily lives.
Programmatic has brought that automation to the world of media buying and digital advertising.
Traditional media buying went through a very complex process with multiple people before the buy was actually finalized. The average total time spent on setting up campaigns with traditional media buying is around four hours over the course of multiple days—this can change depending on the advertiser’s relationships with publications and the complexity of the deals being made.
Here’s a glimpse at what a traditional media buy might look like:
Traditional Media Buying
As each campaign runs, Barbara is only able to get reporting as requested, at least once or month, or only after the campaign is completed. During this process, there are no optimizations that can be made or changing of campaign tactics mid-flight. Whatever was on the IO is now set in stone and Barbara will have to wait until the end of each campaign to see the performance.
(keep in mind the number of days with the traditional media buying process may range and can take anywhere from one week to multiple weeks to settle on a deal and get campaigns launched)
With programmatic advertising, this process doesn’t take a week or two. There’s no negotiating back and forth between publisher and advertiser, waiting for IO’s, waiting for campaign launch, waiting for reporting, waiting to see how your campaign actually ran the entire flight it was up. Programmatic advertising is a simple 5 step process with the advertiser alone and the ability to see the performance in real time.
This process can be done within 30 minutes to a couple hours depending on the complexity of the campaign. Once the campaign is launched, the advertiser will be able to pull reports whenever needed, make optimizations as they see fit, adjust the budget to better performing tactics, and see the performance of the campaign on a daily basis.
With this use of programmatic digital advertising, advertisers are literally able to cut the time spent on their campaign by 75%. On top of the time saving for the advertisers and their employees, clients are happier as they are able to receive information on the performance of their campaign in real time and know their money isn’t being wasted.
Save time and take control of your campaigns with programmatic digital advertising.
For more information, check out these blog posts: