WHAT IS PROGRAMMATIC ADVERTISING
December 7, 2019
To make it as simple as possible in Malaysia, when we refer to advertising we will always refer to traditional media like TV & Radio. When you want to advertise on the local TV and Radio stations, with tons of choices, you will then only choose a few based on your target.
Digital advertising works the same way too. When there are too many choices online, which website would you choose? How many tech sites are on the web? How many news site or how many entertainment sites? and which do you choose?
So programmatic allows you to only choose the specific sites that you want.
Programmatic advertising solves this.
Programmatic advertising is the automated buying and selling of online advertising.
This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.
Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time, and depend less on the “spray and pray” method of digital advertising. Computers and algorithms make the ad buying, placement and optimization process more efficient, remove mundane activities and cut down on time to market.
What about Malaysia?
Malaysia’s digital advertising expenditure according to Statista in 2019 reaches RM 2 Billion. 6 years back when I used to work for a reputable TV station, the revenue is only about 700 million.
The landscape has changed tremendously. 2-3 Years ago, the only digital advertising that dominates the market was only google and facebook. Now users are more sophisticated and want a more direct approach. That is why programmatic will be the next revolution in digital advertising.