At Allied, we consider publisher direct advertising buys a key part of the performance media mix.
Programmatic buying does have advantages, including algorithm-based placements, efficient CPMs, and automated workflows. But working directly with publishers, we have more control over spend, target audience, and creative elements. This can result in better value for money and more effective campaigns. Additionally, direct advertising buys let us establish relationships directly with the publisher, which can yield opportunities and added value which generally aren’t available with programmatic buys.
Guaranteed delivery Programmatic buying is auction based, with ad space given to the highest bidder. There’s no guarantee on price, contextual placement, or impression volume. When we work directly with a publisher, we’re able to ensure our ads are:
Custom Creative Site takeovers have high visibility, drive desirable CTRs, and generate brand awareness. While some takeovers can be purchased programmatically, as an advertiser you often have less control over how much impression share you may receive and how the creative will appear on the site.
One recent example of a site takeover we deployed is a full roadblock with custom skin, and video units for two highly anticipated shows - one a series premiere, the other a premiere of the final season. By working directly with the publisher, we were able to specify impression share per title, ensuring the site’s audience would see creative for both shows.
For example, by establishing a partnership with our building materials client and HGTV, we have collaborated on custom videos which run across HGTV’s social media pages. These videos are created in the voice of HGTV, giving our client that credibility with the audience.
While direct buying and programmatic buying seem like mutually exclusive options, the reality is our strategic performance approach embraces each of them. In a future post, we’ll examine the benefits of programmatic buying, and how we use it to benefit Allied clients.