Not sure what the difference is between direct vs programmatic advertising?
Direct buying, also known as traditional advertising, involves the direct negotiation and purchase of ad placements with publishers or media companies.
In this approach, you have more control over where your ads appear and negotiate pricing directly. It’s a popular method for advertising in newspapers, magazines, digital out-of-home, billboards, or traditional television and radio broadcasts.
One of the advantages of digital out-of-home advertising with direct buying is the ability for you to have a point of contact you can chat with.
By directly negotiating with publishers, you can ensure your ads are placed in publications, media outlets or billboard locations that align with your brand values and target audience. This level of control allows you to carefully curate messages and ensure your ads are seen by the right people.
Programmatic buying is a technology-driven approach to digital out of home advertising automation that uses automatic systems to purchase ad space. It uses real-time bidding (RTB) platforms, which let you bid for ad impressions based on specific targeting criteria and audience data.
Programmatic buying gives you several advantages over direct buying.
You have more precise targeting options, so you can reach your audience with pinpoint accuracy. This is achieved through data-driven insights and audience segmentation that programmatic platforms provide.
You also get real time valuable insights and analytics. These insights help you understand the performance of your ad campaigns, including metrics such as impressions, clicks, conversions, and return on investment (ROI).
By analyzing this data, you can make data-driven decisions to optimize your campaigns.
Direct VS Programmatic Advertising: Which Is Better?
Deciding between direct vs programmatic advertising depends on the needs of your business.
Direct buying is great if your company wants specific placements or has strong publisher ties. But you may not be able to get as specific with your targeting.
Programmatic buying is data-driven, ideal for targeting specific audiences and can get you a better ROI with real time adjustments.
You should test both to see what works best for you.