Target group identified. Target group activated. And in real time, too. Real-time advertising can be summarised very briefly in this way. Advertising spaces are bought and sold in an individualised and automatic way. As much as a third of all advertising spaces are booked programmatically.
The basis of successful real-time advertising is the collection and evaluation of user data. Banners and other display ads are then bought at auction and activated immediately using this data. The whole thing takes a few milliseconds. To minimise wastage, we narrow down the target groups using targeting. This means that we compile target group data. This contains information about what has interested the user recently, what he was looking for and where he spends time online.
Collecting data is the basic prerequisite for successful targeting and programmatic buying. Collecting is one thing, evaluation is the second challenge. After all, data alone is worthless. Only by linking it with insights and attributes is an economic diamond created from a pile of data. By evaluating, analysing and preparing, it is possible to supply the right message to people individually via the right channels and the right medium in real time. We do this.
Those who talk about programmatic buying should also talk about retargeting. The linking of automated advertising campaigns and website-specific data acquired using cookies secures high conversion rates. The visitor is once again made aware of your services in a short space of time. Advertising pressure is created – without high wastage. In this way, you can launch specific advertising that promotes products and services that the visitor has seen on your website. This is why we offer retargeting strategies alongside real-time advertising.
An example of programmatic buying: in the past, a car manufacturer positioned his advertising on the websites of car magazines or in car forums. Media agencies created media plans for this. Today, thanks to programmatic buying, we can always provide the advertising wherever people interested in cars are at the moment – across all websites. The benefit: the potential car buyer has much more contact with the brand. Recognition and conversion increase. Online marketing is thus conceived in a holistic way – regardless of channels or devices. Naturally, in addition to programmatic buying, we also offer the creation of display ads that are unusual, surprising and yet simple – and thus generate the necessary attention.
Would you like to know more about real-time advertising?
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