Programmatic Advertising Agency

Creative comes first

Creative is the single most important campaign attribute whether it’s video, audio or visual. As we adapt to changes in targeting capabilities, it’ll be a constant and defining factor in your campaign’s success or failure.

According to Ipsos, 75% of an ad’s impact is determined by creative quality. That’s why Impression continually invests in its creative capabilities to deliver exceptional experiences, purposefully created for multi-channel coverage.

Creative needs context

Winning creative goes beyond artwork and audio. To deliver results, your programmatic partner has to develop a deep understanding of your proposition, target audience and long-term objectives. We work with you to define and deliver a programmatic strategy that combines tailored creative messaging with granular audience insights. What sets us apart from other programmatic display agencies is our use of highly specific data triggers to reach your target audience where and when it matters.

What is programmatic advertising?

Programmatic advertising uses technology to automate the buying of advertising space, instead of traditional methods of digital advertising which often involve a manual set-up process. Using data and algorithms, Programmatic media buying serves ads to the right user, at the right place, at the right time.

Through programmatic media buying, your brand can reach known and new audiences in new moments. This is achieved through ad placements across channels such as YouTube, display, video, audio, connected TV (CTV), programmatic digital out-of-home (DOOH) and more. The scalability and extensive reach of these ad types allow you to accelerate your brand’s awareness as you become visible to more audiences in different places.

To re-engage audiences who have shown an interest in your product or service, remarketing efforts complement your brand-led activity, encouraging warm prospects to revisit your website and convert. Using programmatic’s granular audience targeting, you can re-attract your most valuable potential customers, tailoring your strategy to target the opportunities that will deliver the most impactful results.

As a leading programmatic agency, we’re experts in every stage of the process, from generating initial brand awareness through to securing conversions on behalf of your business.

How it works?

Programmatic buying involves an auction process known as real-time bidding (RTB) – advertisers bid on inventory and the winning bid achieves the ad placement. It’s a highly efficient form of media buying because you only bid on the inventory that you want to win.

There are 3 parties involved in the auction process: the sell-side platform (SSP), the demand-side platform (DSP) and the ad exchanger. The SSP allows publishers to sell their inventory to advertisers, while the DSP enables advertisers to purchase this inventory. The ad exchange facilitates the auction by housing the bidding process.

To illustrate this with an example, imagine that someone has landed on a news website. At that moment, the SSP will start an auction on the webpage for all advertisers who are interested in showing an ad to the consumer, which can be predetermined by a number of targeting factors. The highest bidder will be chosen and their ad will be shown to the user. This process takes about 100 ms.

This process is complicated in and of its own right – and making your campaigns perform at their best is even more so. That’s why even some of the largest brands see the wisdom in partnering with programmatic advertising agencies like us.

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Our approach to programmatic display

As a specialist programmatic display agency, we can reach your audience at scale with a powerful technology stack that covers display, video and audio, across multiple advertising networks and a diverse range of ad formats.

To safeguard your brand, we apply stringent brand safety measures to prevent your ads from being shown in places where you don’t want them to be seen.

You will have access to the complete range of Impression’s expertise from strategy and planning to creative and programmatic execution. We also work with a holistic cross-channel view, to ensure your programmatic strategy aligns with your wider channel mix.

For transparency, you’ll have access to the demand side platform (DSP) and additional reporting will be available to give insights on performance. We do not add a margin to any technology fees and these are visible to you on the platform.

1

Insights

We’ll gather first and third-party data and transform it into meaningful insight to understand your audience’s needs and where to reach them.

2

Strategy

Your brand might have multiple target audiences depending on its scope of products and services. To ensure your message is targeted and tailored, we’ll group your target audiences into personas to craft messaging that resonates with different customers and drives action.

3

Creative-first

Using our creative expertise means you’re in control of your creative from start to finish. We design creative that is on-brand, eye-catching, memorable and most importantly, scroll-stopping.

4

Activate

We are tech-agnostic, choosing the best tech to help you achieve your goals and utilise efficient, data-led algorithms to leverage tech, reduce costs and maximise the return on your media investment.

5

Optimise

For best results, your campaigns are optimised in real-time and custom bidding algorithms ensure maximum efficiency is achieved against objectives

6

Report

Our bespoke reporting dashboards provide you with transparent 24/7 access to campaign performance. You can utilise this to keep on top of budget, performance and the impact the activity is having on your wider business goals.

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Programmatic FAQs

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Find out what we can do for your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.