We live in a time where technology is refreshed and advanced daily. Consumer purchasing habits and expectations have altered as a result of all of these changes. Our media consumption habits have altered as the next generation of communication tools have swiftly infiltrated our lives. We have now been accustomed to swiftly absorbing material from a variety of sources. 

Traditional advertising dates back to the 18th century, and it is a successful way for companies to market their products and reach their target audience for many centuries, thanks to the creation of radio and television. However, as more people use the Internet to obtain news, watch videos, interact on social media, and seek products and services, conventional media consumption has decreased. 

What is the significance of programmatic advertising?

Efficiency. Human ad buyers and salespeople, who may be costly and unreliable, used to purchase and sell digital advertising before programmatic ad purchasing. By eliminating humans from the process as much as possible, programmatic advertising technology promises to make the ad purchasing system more efficient and hence cheaper. Humans become ill, require sleep, and arrive to work hungover. Machines, however, do not.

We’ve talked a lot about programmatic media buying and why it’s advantageous over the years. There will also be discussions about why programmatic media purchasing is so popular and how it has impacted traditional advertising buying.

So, what exactly is programmatic media buying, and how does it vary from or outperform traditional advertising buying?

To better comprehend the traditional and programmatic media buying techniques, we shall explore them in this blog.

• Overview: 

Programmatic Advertising – 

Through special software, digital advertising is bought and sold automatically.

Traditional Media buying – 

Ad buyers and publishers purchase and sell digital advertising manually.

• Efficiency: 

Programmatic Advertising –

Fast and precise media purchase is possible with programmatic media buying. Reduces human work and costs less.

Traditional Media buying –

Purchasing traditional media is time-consuming and inconvenient. Manual efforts are costly and prone to human mistakes.

• Pricing: 

Programmatic Advertising –

The “real-time bidding” method is utilised in programmatic media buying. Ads are exchanged on a precise basis, with prices determined by demand and necessity in real-time.

Traditional Media buying –

The publisher that promotes the advertisements in the resource handles the negotiation, procurement, and monitoring of the advertisement. The publisher’s actions and criteria have a direct impact on the cost of advertising.

• Process: 

Programmatic Advertising – 

An automated procedure that consolidates all data into a single dashboard. This information may be utilised to trade dynamically in-house.

Traditional Media buying –

Manual procedure in which you buy directly from the seller and regularly exchange trade requests.

• Optimization: 

Programmatic Advertising – 

Real-time data allows for optimization at any time. Interval optimization helps you to concentrate on the targets that earn the most income. 

Traditional Media buying –

You won’t be able to optimise until the project is finished. The agreement between the publisher and the seller is solely responsible for project optimization.

• Transparency:

Programmatic Advertising – 

It allows for precise targeting and granularity, as well as transparency and information on the sources of money spent.

• Traditional Media buying: 

It has limits in terms of targeting and precise information, making the process less transparent, and makes tracking where money is spent harder.

Learn more about digital marketing with Social Lions and get in contact with us to propel your business ahead with the most cutting-edge digital marketing techniques.