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Programmatic Advertising

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Overview

Programmatic Advertising

At EMSC, we are always looking for ways to enhance our client’s results. Programmatic advertising has proven to be a great complement to existing marketing programs, and it allows your message to be seen by your ideal demographic across many platforms.

Our research shows that adding programmatic advertising to an existing Google Ad campaign will increase conversions and decrease lead generation costs.

What is Programmatic Ad Buying?

Programmatic ad buying uses software to purchase digital advertising across paid ad platforms. While the traditional ad-buying process includes requests for proposals (RFPs) and human negotiations, programmatic ad buying uses machines and algorithms to purchase ad space.

Our clients see positive results from programmatic ad buying.

  • The average cost per conversion decreased by 8.77 percent
  • Search conversion volume increased by 27.72 percent
  • Overall conversion volume increased by 24.76 percent

The Benefits of Programmatic Ad Buying

Efficiency is the ultimate benefit of programmatic ad buying. The technology replaces expensive and potentially unreliable ad buyers and salespeople in return for an efficient, reliable system. We know what you’re thinking: robots aren’t replacing humans quite yet. While the technology is impressive, humans are still required to optimize the campaigns and help plan strategies, something that our team at EMSC will do for you.

Direct, transparent access to inventory is another benefit of programmatic ad buying, so waiting for information from media reps is no longer a concern. This allows our team to see and act upon useful data in a way that we couldn’t before. Plus, we have inventory from some of the internet’s largest providers of display ads, including Google, Yahoo, Facebook and Microsoft. In addition to banner advertising, we can directly acquire mobile ads, video pre-roll, and so much more.

Finally, programmatic ad buying allows us direct access to a demand-side platform (DSP) that allows us to refine our buys in a way that we never could before. We utilize third-party data from the industry’s biggest research platforms, including Neilson, D&B, Experian and ComScore. We target audiences based on lifestyle, affluence, education, buying habits, travel patterns and countless other variables.

The Average Cost is Down

Programmatic ad buying may sound expensive, but the average cost for these media purchases is typically 20 percent less than traditional sales models. This is because we avoid many significant costs that are associated with a traditional sales model. Generally speaking, the cost is dependent on a cost per thousand (CPM) basis, but this can vary based on specific plans or proposals.

There is an average of 3.5 billion people on the internet at any given time. Programmatic ad buying is a great tool to help your business stand out from the crowd. If you’re ready to get started on your programmatic advertising campaign, please reach out to your Account Manager today.

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