In recent years, more and more advertisers and their agencies have been making the switch from traditional media buying to programmatic advertising. But what exactly is it that’s pushing advertisers to run their digital campaigns this way? We spoke with Thayer Media earlier in the week and have come up with three main points that cause an agency to pull the lever and make the switch to programmatic advertising.
In the recent interview with Thayer Media, it was discovered that with 3rd party vendors, it was harder to get the transparency so many marketers and advertisers wish for. In Thayer Media’s case, they had no idea what actually contributed to a campaign’s performance, making it impossible to give clients any kind of insights and had no what needed to be changed in the future if a campaign had fallen short of expectations. Programmatic advertising gives full transparency throughout the entire life of a campaign. Impressions, CTR, and other metrics can be known right away (not just at the end of a campaign) and those running the campaign are able to see what exactly is causing those metrics to be successful or fall behind.
Thayer Media’s problem before switching to programmatic advertising is common in the advertising ecosystem. In addition to transparency, many of these advertisers are searching for a way to have more control over their campaigns. With more control, the advertiser will be able to see what works best for each client and campaign that is run through a programmatic platform. Not only will they be able to follow the campaign and discover best practices for that particular client, advertisers will be able to share the detailed insights and types of audiences responding to the campaign in real-time.
- Evaluation & Responsiveness
Along with control of campaigns, advertisers are able to do far more evaluation and faster responses when running campaigns programmatically. Those running the campaigns will be able to look directly at what is working in the campaign (creative, insights, custom audiences, etc.) and adjust it immediately. There is no delay waiting to hear back from the 3rd party vendor, the campaign can be optimized right then and there with the click of a mouse. They then can relay this information to their client as soon as it is optimized.
Advertisers today want more transparency, they want more control over the campaigns they’re running, and they definitely want to be able to evaluate and respond to the reactions of a campaign through the lifespan of the campaign. These three main points have pushed many agencies and their advertisers to begin running their digital advertising campaigns programmatically. If you need a piece of advice to pull the lever and make the switch just listen to Thayer Media, “Just dive in – don’t be afraid to try different approaches so your campaigns continuously evolve and improve!” Are you convinced to pull the lever and make the switch?