There was a time, not so long ago, when planning and managing events and advertising campaigns was an activity where one could know the vast majority of media (of all kinds) that could be used to support them. It was a time when the supply in this sense was very limited and therefore the planning and management was more “understandable”. However, what was then a lake has become an ocean todaya much wider ecosystem, and one that, if we have the right means to overcome it, can take us much further than we could ever imagine.

It is an indisputable reality that branding campaigns today must be multi-channel, but what is really interesting is the growth that the number of channels has experienced due to digital transformation. Today’s media allows us to generate impact in exactly the medium, time and place that best suits our campaign. The scope is absolute, but on the other hand, it requires much, much more complex work. Or yes, if you don’t resort to managing your campaigns with ONiAd programmatic advertising.

What is programmatic advertising?

DIn short, it is an automated model of purchasing advertising space. Unlike classic buying/negotiation, with programmatic advertising we will only need to define the parameters on which our campaign is based (user archetype, media type, etc.), define a budget for it, and the technology will take care from there. from the rest. In other words, this buying system makes it much easier for advertisers to have a huge number of available supports according to their needs and budget.

In this way it may seem complex, but the truth is that it is a very complex system, because there are a huge number of factors that need to be taken into account in the context in which online bidding takes place in real time (RTB or Real Time Bidding), this means that campaign needs are constantly evaluated and served in an endless list of media.

To always guarantee the best possible result in all actions, both for advertisers and for those responsible for the platforms, ONiAd’s programmatic advertising solution is based on a complex system of algorithms capable of establishing matches between supply and demand. Thus, the advertiser only needs to determine what his maximum bid is in order to always maintain strict cost control over his actions. This significantly simplifies campaign management and allows us to focus on campaign planning, allowing us to maximize campaign results.

And so it is that once the need to devote time and resources to managing negotiations and concluding contracts with the media disappears, we can focus on two key points: who and when.

Segmentation and immediacy

For decades now, the importance of micromedia has been highly valued with respect to mass media in marketing and advertising, and over the years it has become an indisputable truth that The ROI of a segmented audience campaign is much higher which provides a generic audience. Programmatic advertising, by giving access to an impressive set of platforms of all kinds (display, connected TV, Digital Out of Home, podcasts, etc.), brings us closer than ever to the target audience of our campaigns, thereby ensuring that every impact is useful and ROI is maximized investments.

Another increasingly important aspect in today’s world of marketing is related to the ability to respond to various circumstances that may be related to our actions. Due to programmatic advertising platforms are able to respond in real timeif we need it, we can deploy any action immediately, instead of having to go through long processes that deny us the opportunity, for example, to take advantage of a temporary and unexpected fact that is precisely related, directly or indirectly, to the product or service that we are promoting.

In short, programmatic advertising puts us within reach, p with a single click of the mouseand a virtually endless inventory of media for our campaigns, maximizing impact through segmentation, we always adapt to our budget thanks to an automatic bidding system with a predetermined maximum and a almost instant response speedso that the supports adapt to our needs and not the other way around.