Advantages offered by our Programmatic Buying Platform to Media Agencies and Digital Media Centres
1) A simplified purchasing method.
Traditional Buying Method
Depending on the place where clients wanted their ads to appear, agencies had to contact every publisher or exclusive digital media/screen operator to negotiate the price. They had to wait to receive data on available media and information on their location, etc., etc.
In other words, a time-consuming transaction that delayed the campaign. This could take several days before everything was ready…
- No negotiation with the Publishers.
- All the necessary information is available on the buying platform.
- A campaign can be launched within minutes.
- This spares time and optimizes human resources.
- It offers transparency.
2) A much larger inventory
Traditional Buying Method: Even in the case of a single digital display network, the Agency, the Media Centre and/or the Advertiser had to identify and place an order to the digital display network according to the objectives. What hard work…
Programmatic Buying: You can now launch a campaign in thousands of PlayLists in different cities, in several outdoor and indoor locations, and then discard the ones that don’t work.
3) Effort savings
Traditional Buying Method: If the campaign involved several digital media, the Agency would receive an equal number of reports that have to be uploaded and homogenised for the advertiser in Excel or a similar format.
Programmatic Buying: All statistics can be checked at a glance and on a single dashboard: thousands of play-lists or digital media and dozens of variables.
4) One message to impact a large audience
Depending on the place where the digital media/screen is located, its size and visibility, a single message can impact a large audience.
Through data analysis, in a short period of time we will know some segmented characteristics of those who view the screens.
5) Data use
We analyse the advertiser’s Gross Audience data and data from external providers (Coming Soon) to improve our audience categories and know who watched the ads. We then decide if it’s worth to continue showing the ads on those screens or if we shall rather choose other audiences who would consider that the message is aligned with their interests.
6) Different strategy lines
- Depending on the objectives, we can simultaneously publish different ads in different places.
- We can also publish at different times and on different dates.
- We can publish dynamic ads based on parameters such as time, date, temperature, weather, events…
7) Optimised ROI
Now it is easier to achieve a better ROI. Buy impressions that will potentially deliver a better result based on objectives, regardless of the screen location.
We can check at a glance how much is being spent, how many impressions have been delivered, where and at what price. All this detailed information can be checked by scrolling through screens, categorised by Publisher, format, date or hour.
The agency knows at all times how the budget is being spent on each of its clients’ campaigns.
9) Brand Safe
The ads will neither appear on non-interesting playlists nor in inappropriate locations for their display. They will rather be displayed on screens close to educational centres, schools, hospitals, etc.
Clients can check how a campaign is working through the Dashboard and at a glance; they can deactivate ineffective parameters and improve the bidding for publishers who offer a better result.
All of it can be checked with a single click by play-lists, digital displays, formats, date, time and in real-time.
Campaigns must no longer appear only on big billboards, but be stepped up by means of other successful locations.