Optimize your display
advertising campaigns

to deliver high impact messages
that hit their mark.

TAKE THE GUESSWORK OUT OF
YOUR DISPLAY ADVERTISING

More Efficient and Effective
Ad Campaigns

We design organic strategies that deliver results

With more and more businesses expanding their paid search budgets, it’s getting increasingly difficult to find true value from your campaigns. Even constant monitoring and bid optimization efforts fall short from delivering the ROI you’ve come to expect from your advertising. Programmatic display changes all that. Combining real-time data and bidding, we’ll identify the best strategies to deliver undeniable results.

Effective Ads Campaign
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WHAT IS PROGRAMMATIC DISPLAY?

Programmatic display is an automated form of purchasing display inventory that cuts out the manual work and makes it possible to dedicate more time to analysis and strategic optimizations. This is taken a step further by Real-Time Bidding (RTB), which is bidding on individual impressions based on how valuable they are to you. Instead of paying a flat Cost Per 1000 Impressions (CPM), you pay a dynamic CPM that allows you to save money and focus on the individual users who are most likely to convert.

With this strategy in place, you choose how much you pay to target a specific audience with your ads, and the frequency at which these ads appear.

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Case Studies

Papa Johns Small Business Case Study

900%

return on advertising from paid media

471%

ROI from Social Media

100%

increase in organic traffic

MedPost Case Study Brand

21%

increase in brand conversions

17%

decrease in branded cost per acquisition

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Custom Audience Targeting

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Segment your website traffic into specific groups to increase the relevancy (and impact) of your ads. Talk about the right message, to the right people, at the right time! This data can also be used to build powerful lookalike audiences that expand your reach by targeting brand new users who have similar online behavior to your existing customers.

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First party audiences (built off traffic to your site) can also be layered with any of the thousands of available audiences created by third party data providers. Whether you want to target stay at home moms or hardcore gamers, there is an audience segment out there for you.

BETTER DATA = BETTER RESULTS

Not only do we create – and share – custom advanced analytics regularly.
But we back that data up with useful insights and action plans.

Cross-Channel Marketing

Your audiences spend time across a number of channels and devices throughout the day.
We’ll keep them engaged –and your brand at the forefront – no matter where your prospects spend their time.

Cross Channel Marketing
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Optimized Campaigns

Optimized
Campaigns

Investing more dollars into a campaign doesn’t always mean higher returns. We’ll continuously refine
your campaigns – based on hard data – and pinpoint opportunities for long-term market growth.

Precision Advertising

Advertising with
Surgical Precision

Programmatic display is a powerful way to reach your exact audiences, across all of their devices, with messaging meant to convert. In a digital world where competition is cutthroat, you need a strategy to get your voice heard and your brand recognized.

Let’s raise your ad campaigns to the next level with programmatic display.

Programmatic Display Advertising Company

Digital marketing is the new norm, and every business and brand IS competing for the dwindling attention span of online users. However, you have to admit that the digital marketing space is becoming pricier and you have to be dedicated towards near-constant optimization.

Wouldn’t it be nice if you could cut through the clutter of digital marketing but still maintain control and targeted approach?

Luckily, there’s now programmatic solutions to digital marketing that combine real-time data with AI-powered bidding and in-depth customer insights. By employing programmatic display advertising for your brand, you’ll remove the need to babysit your campaign and free your marketing team to focus on other things that matter.

At Cardinal, we pride ourselves on efficient and effective programmatic display advertising solutions to deliver the results that you want. If you have more questions about programmatic display advertising, feel free to give us a call.

What Is Programmatic Display Advertising?

Also known as programmatic marketing, programmatic display advertising is the process of buying and selling of ad inventory in real-time via an automatic bidding system – basically, you’re purchasing ad inventory not available through SEM networks.

According to Digiday, programmatic advertising is defined as:
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.

Prior to programmatic marketing, digital ads must be bought and sold by actual human salespeople and ad buyers. Now, programmatic advertising utilizes automated processes and machine learning algorithms for the optimization of ad buying and spending. Because of this, the ad purchasing process is streamlined, making it cheaper, time efficient, and free from human error.

Now, this sounds like normal display advertising but the best thing about programmatic solutions is that prospective customers can be targeted based on factors like age, interests, salary, and browsing habits

How Display Advertising Works
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How Programmatic Display Advertising Works

To understand how programmatic advertising works, you need to know the technologies
that are used when buying ad inventory.

Demand Site Platform

Demand-Side Platforms
These platforms allow you to buy ad space via ad exchange (i.e. Google Ad Manager) which feature ad inventories from website publishers.

Supply Site Platform

Supply-Side Platforms
These platforms are basically the side of the publishers where they manage and offer ad space to advertisers and other interested parties.

Data Management Platforms

Data Management Platforms
Platforms that enable organizations to gather and manage user information for the purpose of marketing like programmatic display advertising.

Through these technologies and artificial intelligence, it becomes possible to automate the process of ad purchasing and bidding. It’s simply a smarter solution to delivering relevant ads to users.

Here are the steps involved in the programmatic display advertising process:

Arrive

When a visitor comes to a website with programmatic advertising, the programmatic process is triggered. The automated process happens in a matter of milliseconds, so visitors will be oblivious to the process.

Send

As the visitor touches down to a website, the site publisher automatically sends the ad dimensions to a supply-side platform or SSP. Think of it as the publisher listing its products for marketers to buy.

Read

Once the SSP receives the ad information from the publisher, the tech examines the user cookies. The algorithm learns as much as possible about the user based on parameters like age, interest, browsing behavior, and more.

Evaluate

Next, it’s time for the demand-side platform or DSP to shine. The DSP evaluates the information collected by the SSP then the DSP can determine or assign a value to the user. This indicates the worth of that particular user’s impression

Bid

Once the value is assigned to the visitor, the DSP forwards a bid to the SSP. Keep in mind that the entire process happens in real-time which is why programmatic advertising is also referred to as real-time bidding (RTB). However, RTB is only a type of programmatic ad buying, and it’s not the only one.

Choose

After the bid from DSP arrives, the SSP will evaluate it along with other bids. The SSP will ultimately decide the winner which is almost always the highest bidder. The fee that you’ll pay is either the highest or the second highest bid, plus the applicable fees.

Deliver

After the winner is decided, the SSP delivers the advert to the end user. Again, the entire steps all happen within milliseconds and that the web page along with the ad.

Many publishers use fraud protection to protect advertisers from fraudulent ad views. This way, your organization only pays for ads that reach high-quality users instead of spammers and non-relevant customers. Instead of paying a flat Cost per 1000 Impressions (CPM), you pay a dynamic CPM which can save you money when compared to a flat rate cost.

As you can see from these steps, programmatic display advertising removes the manual work, making the process faster, more efficient, and less prone to mistakes.

6 Ways Programmatic Display Advertising Can Work for Your Brand

Now that you understand how programmatic digital marketing works, you’re probably wondering how it can help grow your brand in the digital space. Whether you decide to take on a programmatic campaign by yourself or by partnering with a digital marketing agency like Cardinal, this advertising solution offers many key benefits.

Greater Targeting Capabilities

If you’ve been reading about programmatic advertising, there’s a good chance that you’ve encountered the word “targeting” several times. This is because programmatic solutions can offer greater targeting capabilities. In general, programmatic technology has increased flexibility which allows advertisers to directly reach their target audience – ones that are more likely to convert.

Some examples of programmatic targeting are IP targeting (tracks a specific IP address and usually used for targeting a specific event or business) and geolocation targeting (zoning in on users based on state, city, zip code, etc.). Also, programmatic ads can be used for retargeting. According to a survey by Google, 76% love programmatic display advertising because of targeting capabilities.

Greater Targeting Capabilities
Increase Control Capability

Increased Control and Transparency

Another strength of programmatic advertising is the layers of transparency it offers that you can’t get from conventional marketing methods. Through your own programmatic dashboard, you can see exactly which sites your ads are being displayed, the type of users looking at your ads, and the costs of the ads displayed – all of which can be viewed in real-time.

Because you have access to the overview of the campaign in real-time, you have more control since you can make adjustments and optimizations on the fly, and the changes will be applied instantly as well.

Lower Advertising Cost

Who doesn’t want to lower their marketing costs without sacrificing results? For many businesses, the biggest advantage of programmatic advertising solutions is the potential cost saving. Since the process is fully automated and you can modify your CPM in real-time, you have more ways to optimize your ad spend.

Take for example Google. The search engine company used programmatic advertising to promote its Google Search App which yielded a 30% decrease in CPMs. It’s also worth noting that the campaign enabled Google to reach 30% more users within their target audience. With the right tools, programmatic advertising will not only lower your advertising cost but increase your ROI as well.

Lower Advertising Costs
Increase Audience Reach

Increased Audience Reach

Another noteworthy benefit of programmatic advertising is the increase in your potential audience reach. On average at any given time, 3.5 billion people are using the internet. With the right targeting parameters, that’s a potential reach of millions of people. Of course, it’s always a good idea to narrow down your target audience so it’s a good thing that programmatic ads can help you with both.

Moreover, your reach is not just increased but it’s immediately trackable. As soon as your ad is displayed, you can instantly see metrics like the number of impressions, who viewed it, their location, and so on.

Advertise in Multiple Channels

Although traditional pay-per-click channels like Google Ads and Bing Ads are very popular, you can only advertise within their own network of websites. For example, if you run a display campaign on Google Ads, your ads will only be displayed on Google-partnered sites. While that’s fine on its own, you can’t advertise on websites that are not partnered with the Google Display Network.

If you want to extend your reach beyond a single ad network, your best bet is to go with programmatic advertising. With programmatic advertising, it’s possible to run ads with varying formats and even interactive multimedia ads. Another great benefit to this is that you can advertise on desktops, mobile devices, tablets, in-videos, within apps, and more. If you work with a programmatic display advertising company, they can help you leverage these channels to achieve your marketing goals.

Cross Channel Advertising
Comprehensive Reporting

Comprehensive Reporting

With programmatic advertising, staying on top of your campaign is made easier and a lot more detailed. As mentioned, programmatic solutions use AI and highly targeted so you can get data-rich reports and gain actionable insights on your campaign. With these data and insights on hand, you can make smarter marketing decisions to grow your brand.

Due to the flexibility of targeting options, it’s possible to serve a unique ad to every targeted user. This gives you the ability to analyze your customers at an individual level. This is simply not possible with conventional marketing methods.

5 Reasons to Work With a Programmatic Display Advertising Company

If you’re looking to adopt programmatic display advertising or strengthen it,
then working with an agency is highly recommended. Here are the reasons why:

Guaranteed Volumes

In the world of digital marketing, there’s always the question about the trustworthiness of the quality and viewability of all ad impressions. If you don’t know what you’re doing, you may end up being oblivious about just how many impressions your programmatic campaign should generate.

With the help of an agency like Cardinal Digital Marketing, you can determine how many impressions the campaign should generate before it’s good to launch. This way, you’ll have a good grasp of just how much budget to allocate to your programmatic ad campaign.

Customized Campaigns

Contrary to popular belief, programmatic marketing is not just for large, global brands. With an agency, you can tap into the power of programmatic ads regardless of the size of your brand. A programmatic ad agency will tailor each campaign to produce the best results. From leveraging big data for laser-targeted marketing to real-time optimization, all aspects of the campaign will be set based on your business’ needs.

Great marketing results don’t happen with cookie-cutter plans – they will help you develop bidding strategies that’s on-brand and on-target.

Efficient Marketing Campaign

Few things can bring down your marketing efforts than an inefficient campaign. While programmatic advertising is automated and brings great results, it’s easy to waste your budget with an inefficient strategy. An agency has enough experience and skills to ensure that you make the most out of your programmatic ad investment.

Programmatic ads can be monitored in real-time which makes tracking easier and more efficient. The instant that the agency detects a weakness from the running ads, the team can easily and reliably make tweaks to rectify the problem. A specialist will be assigned to your account for constant supervision – this ensures that your campaign is running efficiently at all times.

High Precision Targeting

When it comes to digital marketing, precision targeting is everything – otherwise, no marketing campaign will survive. If you work with an agency, the targeting of your programmatic display ad campaign will be taken care of through various tools.

Do you need your ad served to an audience at a certain local event? Sure. Do you want to target potential customers based on their web browsing habits? Certainly. Through parameters like IP address targeting and geolocation targeting, you can target a group of people that are likely to convert.

Apart from high-precision targeting, programmatic advertising is also beneficial for retargeting. This is when you reach out to customers that did not convert from your previous ads. High-precision retargeting can do wonders for your brand’s ROI growth.

More In-House Expertise

Another big advantage of hiring a digital marketing agency is to leverage a team of experts to achieve your programmatic marketing goals.

A digital ad agency employs multiple experts who specialize in various advertising mediums and techniques, including programmatic display advertising. This gives the agency a higher level of expertise and experience than any in-house marketing team. It’s just rare to find an account executive or manager who fully understands the complexities of digital marketing.

With the agency’s expertise and vast experience, you can take your programmatic display advertising to the next level.

Take Your Programmatic Advertising to the Next Level With Cardinal

How can Cardinal help take your programmatic advertising campaign
to the next level? Here are the benefits that our clients can expect:

Custom Ad Targeting

Every business is different and so are their needs. Regardless of your marketing goals, Cardinal Digital Marketing will help you connect to your ideal customers. Our targeting options include geolocation, demographics, age, gender, interest, education level, mobile device, and more. At the end of the day, you’re saving money because you’re not advertising to people who aren’t interested in your business.

Industry-Leading Expertise

When you choose Cardinal as your programmatic advertising agency, you’ll be working with a team of paid ad experts. An account manager will be assigned to your campaign and he or she will dedicate his time to drive the best possible results for your brand. On top of that, personal consultations are also available for clients.

Do More With Your Ad Budget

Stop wasting your marketing bucks with inefficient campaigns. With programmatic advertising, we will help you take advantage of the power and sophistication of AI-powered marketing. Your organization can stop wasting money on user views that don’t matter. Cardinal will help you get the best ROI for your business.

In-Depth Reporting

Unlike other no-good marketing agencies, Cardinal Digital Marketing is all about transparency and accountability. Transparency because we will provide in-depth reports about your ad performance so you know exactly how the campaign is doing. Accountability because you’ll be in the know when it comes to results per dollar spent.

Unique Agency Experience

Our team of specialists provides programmatic management services for display, social media, paid search, and more. We integrate bleeding-edge ad technology and develop innovative marketing plans to supercharge your ad operations and ROI. On top of that, we are also passionate about educating our clients and instill trust through transparent partnerships.

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Personalized Campaign Based on Your Needs

From the strategy to the creatives, Cardinal Digital Marketing will handcraft a programmatic campaign that best suits your needs. According to research, 80% of customers are more likely to do business with a company that provides a personalized experience. With us, you’ll have a programmatic ad campaign with a greater scale, more strategic-focus, and more efficient.

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