Programmatic advertising is a modern way to reach audiences online, achieving results up to three times better than using more traditional campaign creation systems . The ability to purchase advertising space in the best online locations, combined with extensive optimization options, allows us to reach those interested in our offer faster than ever before, while maximizing our budget. Let's demonstrate this with an example from one of our clients in the FMCG industry.
The most effective advertising for big players
The programmatic campaign was conducted in April of this year and lasted a month. Our client had just launched a new product, so the main goal was to achieve the widest possible advertising reach to reach the largest possible group of potential customers. At the same time, however, we didn't want to compromise on quality, so the campaign was to be visible primarily on high-quality portals that are very popular with internet users. We've been working with our client for a long time, creating other types of campaigns, so we knew their audience profile, which facilitated our selection of resources to achieve our goal.
We decided that the best solution for the client would be to use video ads published on YouTube and in locations automatically purchased by the Programmatic system through Open Auctions. We complemented these efforts with a Display campaign, utilizing, among other things, Rich Media creative (Parallax), whose advanced features enhance audience interaction. We also opted for animated HTML5 banners, which capture the typical user's attention much better than traditional ones. What was the impact of this strategy? In one month, we achieved 22,823,700 impressions in the most attractive advertising spaces online.
When it comes to impressions, the question naturally arises as to whether the ad was actually seen and had an impact. Creatives could appear in a location where the user wouldn't notice them, or scroll through so quickly that the message couldn't be captured. To avoid such doubts, a viewability metric was created, which measures the percentage of displayed ads that were most likely actually seen by the recipient. In the case of this campaign, viewability was 89% , meaning that almost every impression achieved its intended goal.
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Shares of individual channels in costs
The best spaces at optimal prices
Let's move on to a more detailed campaign analysis . Since the primary goal of the ads was to introduce as many potential customers as possible to the new product, we focused on a variety of formats and environments – this maximized the chance of achieving the expected reach. However, varying campaigns across different systems and display locations always carries the risk of overspending. Therefore, our optimization efforts focused primarily on minimizing the cost of impressions without compromising their quantity or, of course, the quality of ad placements. We also set a common cap for all formats, i.e., the maximum number of ad impressions per day per user. This allowed us to avoid unnecessary costs of repeating the message to familiar audiences, thus reaching a greater number of new potential customers.
We also made sure to continuously exclude low-quality placements, which allowed us to maintain high delivery quality throughout the campaign. This resulted in the ad appearing most frequently in such recognizable and prestigious placements as:
- onet.pl
- interia.pl
- businessinsider.com.pl
- www.wiadomosci.onet.pl
- kobieta.onet.pl
Of course, we also paid attention to brand safety, meaning protecting the brand's reputation. Throughout the campaign, we ensured that ads did not appear on websites rich in controversial content or in provocative contexts that could damage the client's image.
Programmatic Campaign Costs
The entire month of the campaign also involved the work of both our specialists and our self-learning algorithms on issues such as budget reallocation and bid optimization to achieve maximum reach within the budget. As a result, we significantly reduced campaign costs – a single impression averaged 2 cents in Programmatic open auctions and 3 cents on YouTube.
- Wed CPV Video total: 0,03 PLN
- Avg. CPV Programmatic Open Auctions: 0,02 PLN
- Wed CPV YouTube 0,03 PLN
In the case of CPM rates, i.e. per thousand ad impressions, the costs were as follows:
- Avg. CPM total: 3,66 PLN
- Avg. CPM YouTube 12,7 PLN
- Avg. CPM Programmatic Video Open Auctions 3,90 PLN
- Avg. CPM Display Programmatic Open Auctions 2,21 PLN
The total cost of the campaign was PLN 83,500 and generated nearly 23 million views . Bid optimization allowed for a number of views exceeding half of Poland's population . Of course, this doesn't mean that half of the population saw the client's advertising, as promotional videos and banners could be displayed multiple times to the same users. Nevertheless, this constitutes a reach that significantly helped raise awareness of both the brand and the new product.
It's important to remember that Programmatic is an advanced system that collects vast amounts of data about internet users to display ads only to those most likely to be interested in your offer. This is a significant advantage over television or outdoor campaigns, where we have very little influence on the selection of the target group and, therefore, the final outcome.
Summary
The above article covers the following topics:
- The most effective channels for large companies (brand building and performance)
- Programmatic Advertising: Using Technology to Buy the Best Space at the Most Effective Prices
