Lately lots of Big Media companies like Spectrum Reach, Comcast, and even newspapers have been touting “programmatic ad buying” as 100% efficient for reaching your audience.
It’s true that buying ads programmatically can help increase the efficiency, refine your ad reach to more specific behavioral attributes, down to the cable box for location, etc. Oddly, the cable networks we’ve worked with have left targeting by age and sex demos out of the equation (as the date of this post). The fact is “programmatic” has been around since 2013. Those of us who have been working in the online ad buying world have been using it all along. Programmatic ad buying is the very thing Google Ads (formerly Google Adwords) has always been built on.
“Programmatic is a catchall term that many people are using to categorize everything from behavioral and intent-based targeting to real-time bidding and exchange-based buying of inventory,..” Adweek
Advertisers should consider the following when buying directly from a TV station for programmatic buys:
Each network is primarily concerned with filling their inventory within their bubble of viewership. Television reps typically are not going to tell you if you should put some or all of your ad budget on another network to get more of your audience. Television audiences have become exponentially more fragmented with the advent of the Internet, On-demand programming and streaming. Because of this fragmentation, programmatic ad buying has become vital component to scheduling campaigns targeted at specific niches and effectively reaching an audience.
Programmatic ad buying programs are also great for helping ad sales managers fill holes in inventory for undersold air times and for showing greater reach and frequency within their individual offerings. However, with so many proprietary ad networks and slightly different audience measurements presented by each ad rep, cutting through the noise still requires the ad buying expertise of an experienced media buyer or agency to cross-pollinate the most effective buy across multiple networks.
In the Cleveland-Akron Designated Market Area (DMA), where most of our TV advertising customers are located, there are several overlapping Cable and Broadcast stations to choose from. For cable programs there are even multiple cable providers offering air time on the same networks. It’s hard for the average local Ohio business owner to compare apples to apples and showing you the efficiency for their specific offering. The larger the target audience and budget, the bigger the impact this can have on your campaign’s reach (total unique people you are reaching).
If your business is just now ready for television advertising, or you’re already running TV ads but don’t think you’re buying air time efficiently, contact us today for a free initial consultation to see if it make sense to work with DigitalHipster.