Brand Bless

Well more time is spent on digital devices up being your phone tablet computer than with traditional but more money is still spent on traditional. Digital marketing companies are also increasing in number, brandbless is a digital marketing company in ludhiana.

Really the reason behind that is that traditional like TV and radio and print is tried and true advertisers know that if they spend certain amount of money on TV running a certain amount of spots that they’re going to get a pretty known return on that.It’s also been around the longest.So there’s more information and more case studies around TV than there is with digital.Digital also changes a lot. TV has not changed in the last 50 years. So you can say what worked.Twenty five years ago will likely still work today digital not the case.

What is going to work today may not even existed two years ago and what you did two years ago may no longer be effective.That means that advertisers are essentially constantly testing new things when it comes to digital and well things like search are a year older and tried and true and display we know works very well.There are new sites or new apps or new pricing models and by models and new metrics all the time.So if a car advertiser is considering how to spend their budget they’re not going to want to allocate the majority of that to a test or to trying something new.They’re going to want to allocate the majority of that to something that they know something that is tried and true that they aren’t testing anymore which usually results in a lot of money go into somethinglike TV or radio.Also the pricing is very different pricing on TV is a lot higher than digital and it really comes down to a bit of a supply and demand issue.

Even if you have the most extreme television package with hundreds of channels that is still a very small subset of where an advertiser can run.And with those hundreds of channels there are only a handful of companies that own the majority of them or where advertisers may want to run whereas digital we’re talking about millions of apps and websites that an advertiser can run on.And when you look at simple supply and demand when there is that much supply for the same amount of demand prices are going to be lower.That means that a Web site is not going to be able to charge you as much money per impression as you can get on television.So even though more time is spent on digital devices your traditional mediums like TV and radio still command the vast majority of all advertising dollars so the next one is what is programmatic advertising.And that is a definitely a bit of a vague term on a large question. So I have courses that go into that in more detail introduction to programmatic advertising and obviously being the most popular of them.But programmatic in its sense and the most simple fashion is that it is an automated process of buying and selling advertising inventory.

So why that’s different in why it’s unique is that before programmatic the way that you would place digital buy would be through what’s called an IPO and insertion order.And in that process an advertiser would go to a publisher be at a Web site will say maybe the New York Times and say I’m going to give you one hundred thousand dollars and in return you’re going to give me one hundred thousand dollars worth of ads and we’ll sign a contract and I’ll pay you the hour flat rate and we’ll be good to go and the advertiser would do that with every single Web site or publisher they wanted to run with which meant they want to run with 100 Web sites they’d have to have 100 individual contracts with programmatic. You have programmatic companies that work with hundreds or thousands or even millions of different publishers and they can run across any of them on behalf of a client.

So in that same example the client can say instead of going direct to the New York Times I want to use a programmatic company to run on every news site available and I’m going to give that programmatic companya million dollars and say run that million dollars on all news properties that you have available. That means that the advertiser now only has one contract instead of 10 or 20. And that programmatic company says we may run on the New York Times. We may not. And when we do we don’t necessarily guarantee how much money we’re going to spend on any one publisher or Web site or app because we’re trying to target the right consumer at the best price at the right time of day.

So that is a programmatic process they automate that entire buying and selling process was made. Makes it more efficient more more efficient from a price standpoint and a timing standpoint. Now the next question I have really ties into that and that is what is the difference between an ad network a DSP and an SSP. All of these are companies that are involved in the programmatic process.

So we’ll start with a DSP SSP a DSP sense for demand side platform as DSP is supply side platform. The difference between the two is on the DSP side you have companies that are focused on working with large advertisers like McDonald’s Coca-Cola or Nike on the SSP the supply side. You have companies that are focused on getting inventory supply from companies like words with our apps like Words With Friends or Pandora or the ESPN app and they meet in the middle through an exchange. Meaning that if you have a advertiser like Nike on this end that is looking to run with somebody like ESPN on the supply side an exchange can bring them together and allow that process to take place.

Now an ad network is a little different in that an ad network will still work with hundreds or thousands of different publishers. But what they traditionally do will buy inventory upfront so an ad network will go to a Web site or an app and say I want to buy 20 percent of your inventory at a flat rate let’s say a dollar CPM.And that ad network will make money by turning around and reselling that inventory to an advertiser at a market.

Now that was a good business model for a long time because an ad network ad buy a cheap. So the high rate and make pure margin. The problem is that if you buy a million dollars worth of effort toward the beginning of the month but you don’t sell a million dollars worth at the end of the month then you could lose money once you bought it.There’s no guarantee you can turn around and sell it the way and SSP works is that they are working with those supply partners but they aren’t actually buying the inventory until they have an advertiser. So the sales pitches.

Hey I want to work with you ESPN because I can connect you to all these different advertisers so there’s a very good chance I can get you somebody like a Nike or Coca-Cola that wants to run on your app. So give me access to inventory and when I find an advertiser will buy your inventory and usually at a higher rate than an ad network otherwise would have given.So from a publisher perspective they’re going to want to work with as many partners as I can to sellas much inventory as they can.

But the ad network side of things is kind of changing your traditional networks are either rebranding as an exchange or moving to more of an SSP process. But those are the three main companies that are involved in that programmatic process and then along with that kind of rounding out the programmatic questions is which ad network or programmatic partner is going to deliver the best R or Y for any particular niche. And that’s not really the way you want to approach things. So an ad network or a DSP or an SSP or any of these programmatic companies they focus on a niche within the digital side of things so one may focus on location data one may focus on video one may focus on in-game inventory.

So when you are an advertiser you want to think about what message do you have and which platform is going to be best to give that message to deliver that message. If you have a video asset and you want to run a 15 second video spot then you want to work with a company that has high quality video inventory. If you are promoting game downloads you’re going to want to work with a company that has a lot of in app or in-game inventory.

If you’re looking at something like Just ask y again you may think about what is your message you’re creative and you back into that. When I’m working with a new partner I always ask them three questions. I say

Who do you want to say

What do you want to say.

Who do you want to say it to.

How do you want to say it.

If you can answer those three questions then you can figure out what kind of creative you need to put

together. What type of audience targeting you need to consider and what platform is   going to be best to target that consumer and deliver on that message.