WHAT IS PROGRAMMATIC ADVERTISING ?
Programmatic advertising is the automated process of execution of the sales of advertising space that involves:
- technological platforms connecting the demand-side (advertiser) to the sell-side (publisher)
- data, mathematics and algorithms that optimize processes and qualify the targe
It is not tomorrow, it’s today
In Europe (2 billion $ spent on Programmatic last year). Italy is filling the gap compared to other main markets (UK, F, D) where the share of Programmatic, compared to display advertising, is already extremely significant .
In Italy, Programmatic adv reached 234 million $ in 2015, and the latest estimates show a further increase of 32% in 2016 with 310 million € spend projected.
Thanks to this new buying mode, which uses user data, it is possible to buy impressions on different formats (Display and Video), that correctly mach the target.
THERE IS NOT WASTAGE WITH THE FREQUENCY CONTROL OF EXPOSURE
Avoid over- exposure of users and dispersion of the message.
Example: a maximum threshold of 5 exposure is set for each user.
The sum of the exposures of the user on all the sites will be 5 (and not 5 for each web site as in traditional buying).
CONSUMERS DO NOT HATE ADV BUT THEY WANT TO RECEIVE RELEVANT ADVERTISING
A common belief is that people hate advertising wherever they go.
This is the conclusion of a research conducted by MarketingSherpa and reported by Socialmediatoday, which asked consumers how they prefer to receive advertising today.
Surprisingly, only 8% said they don’t want to receive any type of advertising.
What came out from the research is that each user would prefer to receive it in a personalized way.
