Programmatic vs Manual Ad Buying? — Helene Parker // French/West/Vaughan

Today we're going to discuss a highly technical and effective way of buying media programmatic advertising. Joining us is Ellen Parker, who is a Paid Digital Media Manager at French/West/Vaughan, which is one of the nation's leading independent public relations, public affairs advertising, and digital media agencies. In part 1 of our conversation, Helene is going to walk us through what programmatic advertising is and her view of the space.
About the speaker

Helen Parker

French/West/Vaughan

 - French/West/Vaughan

Ellen is a Paid Digital Media Manager at French/West/Vaughan, which is one of the nation's leading independent public relations, public affairs advertising, and digital media agencies.

Show Notes

Quotes

  • Programmatic Advertising (02:26)  Programmatic is just a fancy word for automated buying. The digital ad tech world can be divided into programmatic advertising and digital advertising. Programmatic advertising includes technology that is doing the buying on your behalf. Programmatic buy is done through a demand-side platform, which is the technology that allows us access to all inventory out there.  Everything communicates into one ecosystem and everything is done programmatically or automatically within that technology. You can buy any native advertising within the content where it’s hosted, typically after or in the middle of the video. Search on the other hand is a channel on its own. You can also buy the inventory on Facebook and Snapchat for example, via other external tools but it is more expensive that way. Programmatic Buying vs. Manual Ad Buy (09:29) Any successful media campaigns nowadays include all of them - programmatic buys, direct buys, and some traditional. This depends on your goal, being able to calculate your return of investments based on your return on ad spend, etc. In programmatic buying, we step away from targeting site to site. We target the behaviour, like whether the person is going to visit again or watching the specific show on Hulu and then seeing the ad. That is the beauty of programmatic. With programmatic, you're able to define the way you're targeting and you are targeting the actual person that is highly likely to convert. The Difference Between Real-Time Bidding and Programmatic Buying (13:48) Real-time bidding is just a type of programmatic buy. You are receiving that data as it is. That audience segment that you're targeting is being refreshed every second, every hour, or at least once a day, depending on the partner. Another type of programmatic buy is called guaranteed, which is a good strategy for when you are trying to buy in advance. These usually work great for events such as Olympics, the Super Bowl, political campaigns, etc. There is some investment in terms of the buying fee and that ability to use a platform. Also, some of these technologies have a minimum amount that is required per month. Initially, it can be an expensive investment but in the long-term it is worth it if you are continuing to buy programmatically. 

About the speaker

Helen Parker

French/West/Vaughan

 - French/West/Vaughan

Ellen is a Paid Digital Media Manager at French/West/Vaughan, which is one of the nation's leading independent public relations, public affairs advertising, and digital media agencies.

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