Programmatic Advertising
If you’ve read our other articles about our ad offerings, you know we’re no stranger to innovative and exciting ways to take advantage of the benefits of out-of-home (OOH) advertising. This one is no exception: let us introduce you to the world of programmatic advertising, a novel and highly customizable way to buy and use OOH ads!
What are programmatic ads?
Traditional OOH, like billboard ads, require you to select a specific location(s) to run your ad—and if your ad is digital, your ad will play at regular time intervals within the time frame you have purchased. Programmatic ads are a little different: these ads enable you to purchase impressions and segment your delivery based on numerous factors, such as location, time, and ad medium.
For example, say you would like to run your ads in Columbus, Ohio. Instead of selecting a specific billboard that you would like to advertise on, we determine the zip codes that fall within the Columbus area, and your ad will run on digital billboards in that area.
And digital billboards aren’t the only ad types available for use—restaurant and bar, gas station, and taxi and ride share screens are just a few examples of what is possible through this format. Hop onto Billboardsin.com to check out our full array of offerings!
At what times will my ad be shown?
Another way that programmatic ads differ from traditional OOH ads is in the times that they are shown; with normal digital billboards, ads regularly cycle through after a queue of other ads. Programmatic ads, on the other hand, are not shown quite as regularly. Your ads will be shown at any given time within the timeframes you have selected for your ads to play (for example, 8 a.m. – 6 p.m.). We suggest narrowing down your time frames to increase the frequency of times your ad is shown. Programmatic ads are a great way to ensure that your impressions are being delivered at the times you want to the people you want to reach.
So…what exactly am I buying?
When you buy programmatic ads, you are purchasing estimated impressions (a.k.a. the number of people who will see your ad). For example, you may decide that you would like a total of 100,000 impressions delivered across 4 weeks. We will monitor how your ad is doing across that time period and propose changes as necessary to improve your ad’s performance. If you have undelivered impressions at the end of your campaign, we can either refund you the difference, or continue to run your ad until they have all been delivered! We will also send you proof of performance reports at the start and end of your campaign so you can see how well your ad is doing.
To summarize
In short, programmatic ads are impression-based ads that run across a network of digital advertising venues. They allow you to maximize your reach by not confining yourself to just one specific board location…all at a competitive price.
We understand that this process can be a bit confusing and overwhelming—but we’re here to help simplify everything, from finding options that fit your budget and goals, to producing and polishing your artwork, to maximizing your ad’s reach. Visit BillboardsIn.com today to check out our interactive map of advertising options, or to schedule a consultation with one of our experts!
