Digital advertising has seen an evolutionary rise in recent years. As advertisers become more intelligent, so do their audiences. The benefits of implementing programmatic and direct advertising strategies depend on varying factors ranging from audience demographics to advertising mediums. These strategies heavily rely on the specific company, industry, and the overall targeted consumer.
Empowering your company to reach these consumers while utilizing the most modern adtech available is less daunting than it seems.
Programmatic advertising has numerous benefits and advantages that allow companies to take control of their marketing objectives. With the help of advertising platforms such as Google Ads and Facebook Ads, companies are given seamless programs to market their products and/or services directly to consumers.
Direct advertising, on the other hand, may fit the wants and needs of a given company if they want a more modernized, traditional advertising strategy by receiving personal connections in addition to their digital advertising wants and needs. This may include meeting in-person to discuss banner ads on a specific website or even email marketing campaigns run by publishers.
Both strategies provide companies with several benefits and advantages that more archaic forms of advertising fail to produce consistently.
These are the top 5 benefits of programmatic and direct advertising and how they can help your company reach the right people through the right advertising mediums:
- Audience Outreach
Programmatic and direct advertising allows our clients to reach the maximum number of consumers through digital media. The more eyes a particular ad receives may yield more conversions. Page views matter, specifically for publishers. Unique page views allow for a myriad of consumers to view particular ads. Whether the client wants a broadened consumer target, or a more segmented audience, both programmatic and direct advertising gives clients that much needed flexibility.
- Dynamic Optimization
Both advertising mediums provide our clients the most control over their ads. Programmatic advertising allows advertisers to change, optimize, and edit their ads and ad strategies in real time. It also grants users the ability to advertise across several devices and mediums. Whether it be through web, mobile, or tablet, programmatic advertising offers a degree of platform options that direct advertising may not have.
Direct advertising gives individuals the most control over what their content may contain – despite minute limitations. Sizing, fonts, color schemes, or even the content itself is subject to fewer rules and regulations through direct advertising, as it’s agreed upon by both the publisher and client.
- Efficient Pricing
Real-time-bidding (RTB) is largely responsible for the price paid for programmatic advertising. These prices are dependent on real-time metrics as well as the parameters set by the user. Platforms like Google Ads or Facebook Ads are some of the most popular platforms that offer real-time-bidding strategies for marketers and advertisers. This automated process is quick, easy, and digitally optimized to maximize advertising goals and budgets.
Direct advertising may give the most price flexibility, as the price is negotiated by the client (you) and the publisher (them) with the help of Firefly (us). The real, person-to-person contact gives companies the added security they may want or need. If something goes awry with direct advertising, the publisher may decide to credit the client. This may not happen with programmatic advertising due to the various AI platforms that limit the need for real human connection. Direct advertising is also excellent for premium ad space and consistent pricing, unlike programmatic where revenue or price may be more uncertain.
- Controlled Segmentation
The vast majority of consumers do not want to interact with ads or content that don’t fit their interests. Programmatic advertising gives users the flexibility to put the right content in front of the right people, which typically increases conversions significantly.
On the other hand, direct advertising has limitations, but may be used to increase overall visibility of a given product or service, without the specific market segmentation. Direct email marketing also provides advertising users with a unique opportunity to market their product or service – something that programmatic advertising cannot.
- Data Insights + Transparency
Data-driven marketing and advertising decisions are critical for any business no matter the industry. Facebook Ads, for example, give users the option to directly market to consumers that share similar interests to their already existing consumer base. Facebook Ads also give users the ability to block specific consumers that may not be interested in the ad that’s displayed. Programmatic advertising gives companies the data insights they need to continually improve and optimize their ad campaigns.
Direct advertising, although it does not provide the same amount of data insights and optimization options, allows for added security with avoiding ad fraud that is more prevalent with programmatic advertising. Adding appropriate security measures to your programmatic advertising strategies can easily prevent these attempts at selling meager ad space for premium prices, but with advertising through direct mediums and with the help of Firefly, ad fraud is nonexistent.
Firefly Engagement utilizes both programmatic and direct advertising to help clients simplify and manage their advertising needs. Alleviating stress associated with operating marketing and advertising initiatives is part of Firefly’s identity. We grow businesses with the knowledge of modern systems and technologies so you don’t have to. Firefly Engagement is a better way for publishers.