The advantages of Programmatic Advertising at a glance
- Programmatic advertising enables continuous market processing. Campaigns no longer have a start and end date, but the advertising pressure is controlled and optimized as needed. Users can thus be guided individually through the customer journey in the sense of 1:1 marketing, and campaigns can be continuously optimized by means of A/B testing.
- Probably one of the most central differences between classic media planning and programmatic advertising is that the measurement and evaluation of advertising measures can be carried out almost entirely by the customer or the agency. This enables, at least in theory, the measurement and evaluation of individual ad impressions according to customer-specific KPIs.
- The use of data not only makes it possible to avoid wastage, but also to individualize communication with the user. Technologies such as Dynamic Creative Optimization (DCO) make it possible to automatically adapt the creation to the respective user and thus make advertising more relevant and useful.
Frank Möbius, Managing Director Goldbach Germany, explains:
"Almost our entire inventory can be booked programmatically. This is also our USP: We are innovation drivers and always very open to new technologies in all areas. Our ambition is to drive new projects forward and create alternatives where large, established players often hesitate because the traditional business model still works quite well. But we explicitly like to focus on new topics and technologies."
Robert Stahl, also Managing Director Goldbach Germany, adds:
"We don't stand still and are always looking for the next challenge. Cross-channel marketing has also developed strongly in the last two years. There is only a fine line between advanced TV and online video, and the combination with programmatic DOOH is the next step. Putting together comprehensive cross-media packages will be a major focus of our work in the next few years. We will then offer everything that is possible in the area of moving images across the board. We can already see that the advertising market is looking for and rewarding our technical expertise."