In this article…
In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget.
Typical paths to programmatic TV ad buying
Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method.
To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions.
Direct deals
One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag.
Programmatic auctions
Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits.
Public auction
Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices.
Private auction
A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences.
Auction vs. direct
The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing.
On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization.
What platforms can your programmatic ads show on?
Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys.
Some popular platforms include:
- Display and video
- YouTube videos
- Custom publisher formats
- Audio ads
Unexpected platforms where you can buy programmatic TV ads
Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include:
- YouTube shorts
- Mobile games
- Music streaming apps
- TikTok
Try local
Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements.
Where to get started with programmatic TV buying
When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace.
Using an agency
Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget.
Going to the marketplace
For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace.
How to optimize your bids for smarter ad spend
Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget.
Choose placement based on segmentation
Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics.
Work with an identity resolution provider
Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results.
Create an omnichannel view of your campaign
To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience.
Get started with programmatic TV today
Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts?
At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget.
Latest posts
For British Petroleum (BP), 2010 has been marked by the unfortunate developments resulting after the Deepwater Horizon oil rig explosion in the Gulf of Mexico on April 20. Since then, BP’s crisis mismanagement and failed attempts to stop the oil spill have transformed this unfortunate event into an ecological disaster with political and financial consequences for the company. The oil leak has caused BP to lose a noticeable number of its American customers, namely their most loyal consumers. Experian Simmons DataStream shows that between April 26 and June 28, 2010 the percentage of American adults who report going to BP fell from 26.4% to 16.4%, a relative loss of 38% of their client base in just nine weeks. More astounding is the fact that BP’s most loyal consumers (those who said that BP is the gas or service station that they go to most often) declined a relative 56% during the same time. In fact, on June 28, 2010, only 9.5% of adults went to BP most often compared with 21.5% who were loyal to BP the week of the spill. With the flow of oil temporarily ceased and nearing a permanent solution, BP may finally be able to cap the flow of bad publicity and to reverse some of their loss in market share. Experian Simmons will continue to monitor this and other important consumer trends and share those findings here.
According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis. According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis.
Forward thinking marketers leverage the power of social networking sites like Facebook, MySpace, Twitter and more to connect to consumers in a more personal and meaningful way. That's why Experian Simmons is focusing on social networking in this issue of Consumer Insights, featuring the freshest insights available from the latest Simmons New Media Study. The 2010 Social Networking Report provides the hard data behind this consumer revolution, including the fact that fully 66% of online Americans use social networking sites today, up from just 20% in 2007. Social networking is an increasingly addictive activity, with nearly half of those who access such sites (43%) reporting that they visit them multiple times per day. While users of social networking sites may have initially signed up to better keep in touch with friends, a growing number say they now use sites like Facebook to connect with family members. An astounding 70% of social networkers keep in touch with family via their various online networks, up from 61% a year ago. Fully two-thirds of all online adults today have visited a social networking site in the last 30 days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughly penetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit such sites today. But even older Americans are tapping into social networks, with 41% of online adults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter. The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46% of the U.S. online adult population reported having visited Facebook in the past 30 days. While keeping in touch with others is an important part of social networking, the popularity of games like Farmville and Mafia Wars illustrate that fun is a big part of the appeal of social networking. Whether it’s keeping in touch with others, playing games, debating politics or any of the other reasons people use social networking sites, it cannot be denied that there’s a sense of addictiveness to it all. Visiting social networking sites multiple times a day is up 28% over last year, while less frequent visits are down across the board. As social networking sites extend their reach across generations, Americans are increasingly using such sites to connect with more than just their friends. Today, 17% of social networkers communicate with their parents via those sites and 22% connect with their kids, up from 9% and 15%, respectively, a year ago. An astounding two-thirds of social networking site visitors (68%) say they have shown their support of a product, service, company or musical group by becoming a “fan” or a “friend” on a social networking site. One year earlier, only 57% of social networkers had publicly declared their “like” for a product, service, company or musical group. Knowing that social networkers are comfortable connecting with products and brands they support, it's important to understand which brands have the best opportunity to connect with this group. Top retail brands among Facebook users, for instance, include H&M, Hot Topc and Forever 21. Specifically, Facebook users are full twice as likely as the average American adult to shop at H&M. Twitter visitors are 3.7 times more likely to shop at Nordstrom. Heavy users of social networking sites are primarily concentrated in the Northwest and markets that are heavily influenced by major colleges or universities.