Automated selling and buying of digital advertising space more than tripled last year and is set to grow by over 60% this year according to recently released data from research firm eMarketer.
ARC, real-time advertising specialists headquartered in the UK with presence in Nigeria, working with Sponge Limited, continues to explore the world of Programmatic ad buying with some of the leading brands in Nigeria. As a result of the media buying system, campaigns carried out with renowned brands such as Coca-Cola, Orijin (ADVAN-Brand of the Year) and First Bank, have shown great relevance in massive reach, reduction in cost per acquisition, and lower cost per engagement among others.
According to Oti Ukubeyinje, Media Director at Sponge, “By working with ARC on this venture, we’ve been able to target specific users with relevant messaging based on their interests, location and intent, all in real time using the right creative”.
Automated or Programmatic advertising selling is becoming a major part of how ad space is bought and sold. Media planners and buyers have over the years had to deal with the hassles of emails and phone calls to publishers of web pages to negotiate best spots and strike deals but with Programmatic, a real time auction begins when a user uploads a webpage.
“Being a data driven agency, we’re constantly exploring intelligent ways to reach our clients’ audience, and Programmatic advertising has proven to be one of the most effective ways to do this”, Ukubeyinje added.
In the recently concluded ‘Share a Coke’ campaign which was awarded the campaign of the year by ADVAN, ARC was able to reach 1 million unique users using programmatic. Also yielding similar results was the First Bank Product Bundle campaign which resulted in a 35% reduction in cost per acquisition as well as a recent Orijin brand awareness campaign which delivered tremendous results.
Photo Credit: Sh4rp_i via Compfight cc
