If You’re Not Thinking About Digital Programmatic, You Should Be
By Kayla, Account Executive / Communications Specialist | December 11, 2019
According to eMarketer, programmatic now represents the primary method of buying digital media in the United States. By the end of 2019, eMarketer estimates that advertisers in the US will spend almost $60 billion on programmatic display with Facebook and Google accounting for more than half of advertisers’ total programmatic display budget. And it doesn’t show signs of slowing down! By 2021, nearly 88% of digital display ad dollars – roughly $81 billion -- will go towards digital programmatic advertising.
Now you might be wondering, what is digital programmatic advertising? Well lucky for you, we have some great resources:
Digital programmatic entered the market over a decade ago, and since then it’s contributed to tremendous growth in the digital advertising space. We’ve been able to get great results for our clients using this method of advertising. Here are some recent success stories:
Taste NY
Taste NY needed an effective advertising strategy to reach highly specific, ready-to-buy, nearby audiences for optimal ROI. Programmatic was the obvious choice!
We launched a digital campaign by placing programmatic ads, retargeted display ads, and Google Search ads to engage people who were searching for fresh produce, were health-oriented, and were located in areas where Taste NY products were available. In 2019, geofencing ads for visitors saw 326,314 impressions, 645 clicks to the Taste NY website, and a 0.2% click-through-rate (CTR). In addition, retargeting in 2019 saw 298,48 impressions, 551 clicks and a 0.19% CTR.
Read the full case study here.
Millbrook Vineyard & Winery
With the number of craft beverage makers in the Hudson Valley growing, Millbrook Winery wanted to strengthen its position as the best choice for winery tours and tastings, as well as a producer of high-quality cool-climate wines available for online purchase.
With that in mind, BBG&G created a digital ad campaign that utilized programmatic and retargeting tactics to drive lead generation and website traffic. The summer 2019 campaign was a success with 28,283 impressions for the retargeting campaign, 6.97% CTR for Google SEM, and 368,860 impressions for Facebook and Instagram ads.
Read the full case study here.
Columbia County Tourism
To increase traffic to the Columbia County Tourism website and social media channels as well as showcase the county as a year-round leisure destination, BBG&G created a digital campaign that promoted the county to targeted audiences. This included ad campaigns that highlighted the types of seasonal and year-round experiences visitors could have around categories like “the outdoors,” “culinary adventures,” and “family fun.” We also created a digital ad campaign that specifically promoted fall weekday travel packages to the county.
The programmatic display campaign saw over 4 million impressions, and the Facebook and Instagram ads received 456,746 impressions, 7,478 clicks and a 1.64% CTR.
Read the full case study here.
If you’re interested in getting these types of results or want to integrate digital programmatic in your advertising mix, we’re here to help! Contact us to set up a free consultation.
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