The Power of Programmatic Advertising: Exploring Multi-Screen Reach

The Power of Programmatic Advertising: Exploring Multi-Screen Reach
Danyelle Horrillo
The Power of Programmatic Advertising: Exploring Multi-Screen Reach

Ensuring that you are getting your message in front of the right consumer at the right time, is always the goal as marketers. Programmatic digital marketing is very effective because it allows you to reach your desired consumer on essentially all of the digital screens that they interact with on a daily basis. Additionally, as programmatic campaigns generally run through the same DSP, you’re ensuring that you’re reaching that same consumer through the continuity in the targeting. This allows for overall frequency control (ensuring you’re not reaching that consumer too many times) and that you are, in fact, reaching that exact consumer on those multiple screens (via device graphs). So far in this series we’ve discussed what programmatic advertising is, and why it’s essential to your marketing strategy - now let’s get into the where! Programmatic ads can run on all screens from phones to digital outdoor billboards. Let’s dive a bit deeper into what we can run to reach your consumer wherever they are!

Display and video on desktop, laptop, tablet & mobile devices

Display ads seamlessly appear on desktops, laptops, mobile devices, and tablets. They come in two dynamic formats: static (non-moving) GIFs or engaging video. These ads are versatile, able to run on any website or app that has included its inventory for programmatic bidding through your DSP.  Whether it's People.com, foodnetwork.com, ESPN.com, or popular gaming, news, entertainment, and health apps, the possibilities are almost endless for reaching your target audience effectively!

Connected TV and Streaming Services

Connected TV (CTV) is a game-changer for reaching your target audience on a grand scale! Your ads not only grace the big screen but also seamlessly integrate with programming that was traditionally exclusive to more substantial TV advertising budgets. Prominent streaming platforms like Hulu, Peacock, Netflix, Roku, and more now offer programmatic options. While CTV and Over-The-Top (OTT) content command attention on expansive television screens, the beauty lies in their adaptability – your captivating ads can captivate audiences not just on TVs but also on laptops, tablets, and smartphones.

Digital Audio (programmatic terrestrial too, WHAT?!)

While audio is not conventionally associated with a 'screen,' digital audio now permeates various devices, including connected TVs, desktops, laptops, tablets, mobile devices, and even vehicle radios. The beauty of digital audio lies in its seamless integration into programmatic bidding, similar to how display and video inventory operate. Leading publishers such as Pandora, Sirius, and Spotify open up exciting avenues for your ads, allowing them to harmonize with trending podcasts and popular music. Interestingly, technology has progressed to the point where terrestrial radio advertising can also be managed programmatically, marking a significant stride in reaching your audience. If you're keen on exploring this further, feel free to reach out for more detailed insights!

Digital Out of Home

Digital Out of Home, affectionately known as DOOH (cue your inner Homer Simpson!), is a form of advertising that harnesses the power of digital media displayed on screens strategically positioned in various public spaces. The magic of DOOH lies in its ability to showcase dynamic, engaging content — from captivating videos to interactive displays. Imagine your brand coming to life in the vibrant ambiance of bars, the hustle and bustle of airports, the relaxed setting of restaurants, or the steady flow of customers in grocery stores. It's not limited to just the trendy spots; DOOH seamlessly integrates with the more traditional landscape, gracing the sides of highways in the form of large, attention-grabbing billboards. From the waiting areas of physicians' offices to the checkout counters of pharmacies, DOOH ensures your message reaches your audience in the right place and at the right time.

One of the really fun things about programmatic advertising is how quickly the technology and capabilities are changing! I’m sure the next advancement is just around the corner! Check out my next blog that touches on programmatic inventory, how it’s accessed and what the differences are between direct and programmatic purchasing!