Programmatic Media Buying Agency
Companies which are making investments in their online advertising programs require more than just access to automated buying platforms. What they need is an effective strategy in order to reach the intended audience, manage spend, and analyze the results of the campaigns. AdYield Labs is a programmatic media buying agency, which works with advertisers to strategize, manage, evaluate, and optimize programmatic advertising campaigns using the relevant data. If you are planning to launch a campaign or analyze your existing campaign, we begin with your goals, budget, and current ads.
Programmatic Media Buying Services
There is an array of decision-making steps that need to be taken as part of programmatic campaigns – from picking inventory sources to managing budgets and targets. Our programmatic media buying services guide advertisers to making the right decisions based on their campaign needs.
Depending on your needs, we can assist you in:
- Campaign planning – defining the goals, budget, audience and measures of success;
- Media and platform selection – identifying which programmatic channels and demand-side platforms will be a good fit for your campaign;
- Campaign setup – creating the targeting criteria, setting up the bidding, budgets and other delivery-related parameters;
- Budget monitoring – checking the campaign budget and pacing in comparison with the agreed plan;
- Performance evaluation – analyzing the performance data to find out whether some issues need to be addressed;
- Reporting and analysis – understanding the results and taking the necessary actions.
The tasks and time commitment vary depending on the advertiser’s needs. There are some advertisers who need assistance in planning their campaign, while others have already started their campaigns but require additional insights into their buying decisions. We understand the requirements and scope of work before offering a solution.
Programmatic Advertising for Advertisers
Programmatic advertising gives advertisers the possibility of purchasing digital ad inventory via automated processes, including automatic auctions. According to the platform and inventory, the campaign could cover audiences in various digital media channels.
Nevertheless, automation of the purchasing process does not necessarily make the campaign successful. The effectiveness will always depend on decisions on audience, inventory, budget and the way success is calculated.
From the advertisers’ perspective, the initial step should be related to the aim of the campaign. The company that builds its brand awareness has to evaluate reach and audience exposure, while the one aimed to attract new leads or sales could have another set of performance indicators.
As a programmatic advertising for advertiser service provider, we firstly we evaluate the aim of the campaign, then we consider the buying strategy, platforms and data related to the campaign. If you have an already existing relationship with DSP or internal advertising department, it could be considered within our assessment. You don’t have to think that all things should be changed until the requirements become clear.
DSP Advertising Services
The demand side platform refers to software that enables advertisers to purchase their ad inventory programmatically. This tool enables advertisers to manage campaigns, target audiences, bid, budget and delivery through the ad inventory on the platform.
In our capacity as DSP advertising services provider, we offer the following services depending on the needs of the particular campaign, access to the platform and the roles assigned.
Programmatic Media Buying
Planning and purchasing ad inventory based on the objectives and target audiences and the budget of the campaign.
Programmatic Campaign Management
Campaign management involves the actual activities associated with creating a campaign, delivering the campaign, and reviewing budget pacing and settings during a campaign’s development. The amount of assistance required can be tailored according to your current team and advertising setup.
Audience Targeting
Audience targeting can assist in establishing who will be eligible to view an advertisement. According to the platform and the type of campaign being created, this could include location targeting, device targeting, contextual targeting, or eligible audiences. The method to be employed should suit your needs.
Real-Time Bidding (RTB)
Real-time bidding enables the purchase and sale of ad inventory through an auction process that takes place while the page or screen is loading. Having a good knowledge of bid parameters, auction environment and campaign needs will enable the advertiser to know whether RTB is applicable to the buy.
Campaign Strategy
A campaign strategy links the advertising goal with the target audience, the buying channels, the budget and criteria for measuring performance. Defining these criteria beforehand gives a direction to the campaign and helps make decisions along the way.
Performance Analysis and Optimization
The campaign performance statistics will help identify whether the ad spending budgets have been used efficiently and whether the spend distribution has been consistent with the desired objective. It is possible to assess the goals of the campaign, its bidding strategy, budgeting process, and performance statistics so as to establish the gaps. All recommendations should be evidence-based, i.e., based on the available information only.
However, this service might not be required by all advertisers. This will depend on the type of the campaign, the internal capabilities of the advertiser, and the scope of the project defined at the start.
How Programmatic Media Buying Works
Programmatic media buying is the use of technology to purchase ad inventories programmatically. In cases where there is real time bidding, the ad opportunity could be analyzed and auctioned within a fraction of a millisecond. However, planning and analyzing of the campaigns requires human skills.
The process of buying has five major stages:
- Campaign objectives: In this stage, one defines what the campaign objectives are, target audience and how it would be measured.
- Selection of the buying approach: Factors like platforms, inventory, targeting options and budget have to be considered.
- Campaign configuration: In this case, the process of bidding, targeting, budgeting and delivering are involved.
- Campaign delivery analysis: In this step, the analysis of factors such as budget utilization, impressions and others in accordance to campaign objectives are performed.
- Outcome evaluation: It is done to determine the adjustments that can be made to targeting, bidding and budget allocation.
These stages are interconnected. Though the campaigns may generate many impressions, they may fail to achieve their objectives. It is therefore essential to analyze the outcomes in relation to the initial objective.
Campaign Strategy, Audience Targeting and Optimization
Effective campaign management starts with an understanding that there must be a reason behind each major purchasing decision. When the goal is not clearly formulated, advertisers often find themselves making constant alterations without being certain about addressing the problem.
Targeting defines who can be potentially reached within a campaign. Based on different platforms, advertisers might have the opportunity to target their customers geographically, based on device settings, context, and eligible audiences. All the aforementioned should be chosen depending on the needs of the campaign and the actual possibilities of targeting.
Performance tracking gives an additional piece of information. However, depending on the goal of the campaign, the measures could include reach, impressions, CPM, click-through rate, or conversion.
No one measure alone paints the whole picture. For instance, having a low CPM doesn’t imply that a campaign has been effective if it fails to target the right audience. We take into account the information that we have, evaluate areas to investigate further, and changes that could be measured relative to the objectives of the campaign.
Optimization does not give a definite outcome, but a well-thought process aids advertisers in making sound decisions.
When Should You Work With a Programmatic Media Buying Agency?
External help can be beneficial in cases where the internal handling of programmatic buying has become complex, or the campaign requires a new evaluation.
You should consider hiring an agency in case:
– Your organization is about to run its first programmatic campaign.
– Your team needs assistance evaluating DSPs, options for buying or the settings of the campaigns.
– The budgeting and delivery of the campaign require more control.
– You are interested in getting an outside evaluation of your current strategy.
– Your team needs help analyzing the results of the campaign and making improvements.
There is no reason why you must outsource all aspects of your advertising operation to an agency. Depending on the agreement, the agency can operate along with your existing team and in your current framework. This is something that should be determined before implementing anything.
A Practical Approach to Programmatic Media Buying
No two campaigns start from the same place. While one advertiser needs assistance with developing their purchasing strategy, the other one may already have their DSP, defined campaign architecture, and own team.
At AdYield Labs, our first step involves learning about your goals and how your existing advertising operations are managed. This covers campaign goals, platforms’ access, and the problems you are trying to solve.
Based on this, we can assess the fields where you need assistance and agree on the right scope of work. We never presume that each advertiser requires a new platform, rebuild or even package.
Looking for a Programmatic Media Buying Agency?
Selecting a programmatic media buying agency entails selecting an agency that can help you based on the goals of your campaigns, your own capabilities, and the budget you have available.
If you are planning a campaign or need to evaluate the current method you are using for your campaigns, then it is time you contacted AdYield Labs for your needs.
Adyield Labs
✉️ contact@adyieldlabs.com
📞 +91-9899068784
FAQs
What is programmatic buying?
Automated buying of advertising inventory is known as programmatic buying, which can include the process of real-time bidding where bidders use their platform setting and bidding tactics to outbid other bidders.
What does a media buying agency do?
The role of a media buying company is to assist businesses in planning and purchasing ads according to their goals and budgets. The process will depend on the extent to which it is done.
What is the difference between a DSP and a media buying agency?
DSP stands for the technology that is employed in managing the programmatic advertising buys. The media buying agency helps in planning and executing campaigns on the appropriate platform. Both play distinct roles.
How do you measure the performance of a programmatic media buying campaign?
They will depend on the purpose for which the campaign has been launched. The advertisers can look into reach, impressions, CPM, click through rate, conversions, or cost per acquisition. It becomes much easier to measure their success when the appropriate measurement criteria have been chosen right from the start.
Can an agency work with our existing DSP and campaign setup?
Possibly, yes. That would depend on the platform and the scope of work to be covered. Checking the current situation will give us a good indication of what is possible and any adjustments required.