Programmatic Advertising Agency
The Programmatic Advertising Agency to Choose for Performance
Programmatic advertising is one of the most dynamic categories in digital marketing. Whether your audience is streaming TV in their living rooms or listening to their favorite podcasts in the car, ADM uses programmatic ads to reach the right people—in ways that traditional advertising can’t.
Deciding between connected TV, podcast, display and native starts with your goals; we plan the buy and read the results against them.
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Your Digital Media Buying Experts
Programmatic advertising harnesses the power of digital media targeting and applies it to an array of creative mediums so you can engage with your target audience across the media they enjoy—and throughout your sales funnel. Combine endless creative possibilities with ADM’s analytics and attribution prowess and you have a recipe for effective, traceable expansion into new formats.
Each format does a different job, and each one raises a different measurement question.
| Format | Role to discuss | Measurement question |
|---|---|---|
| Connected TV | High-funnel reach on streaming video | What changed in visits during the flight? |
| Podcast and streaming audio | High-funnel reach in streaming audio | What changed in visits and branded demand? |
| Programmatic display | Retargeting and lower-funnel action | Which retargeted users converted? |
| Native advertising | Sponsored messaging inside editorial | Did readers engage after the click? |
“ADM is an elite digital marketing team. They are always on top of trends, frequently offer new and innovative solutions, and generally act as more than just an agency—they’re an extended part of the team.”
Gerald Lombardo
Growth-Minded Approaches to Programmatic Advertising
The best programmatic advertising campaigns are tailor-made to achieve your distinct business goals. Our custom-built campaigns are designed to reach your target audience throughout your sales funnel.
Goal-oriented Programmatic Campaigns
Our core goal is to help your business achieve its own through digital marketing. We focus on finding your ideal audiences, identifying the best formats to reach them in, and learning what messaging and creative resonate best with them. From there, we recommend programmatic media buying options based on their likelihood of delivering scalable revenue.
Which formats fit depends on your goals, the audiences you need to reach, and how each format prices out.
Sequential Targeting
Different programmatic formats can complement one another, giving brands the opportunity to guide users along their sales funnel. At ADM, we emphasize the power of sequential messaging by doing things like retargeting users with display ads after exposure to high-funnel tactics like Connected TV or streaming audio ads.
Data-driven Strategies
We’re a dynamic performance marketing agency that prides itself in cross-channel collaboration. Our programmatic team works hand-in-hand with our data and analytics team to support conversion tracking and attribution analysis, helping inform your media-buying decisions.
Thorough Reporting and Analysis
Transparency and accuracy are central to a good performance marketing partnership. With consistent reporting calls and detailed custom dashboards, we make sure that our clients are always in the loop about their programmatic advertising performance.
Different formats answer to different objectives, so let the objective drive the reporting. Reach campaigns can be read through in-flight changes in visits and branded demand, though those trends support a read rather than prove cause. Where the objective is direct response, clicks and conversions carry more of the answer; native and display serve either one.
Post-view numbers need the same care. View-through attribution connects an ad impression to a later action, which matters where clicks are scarce. The connection on its own does not show the ad caused it.
Incremental lift testing asks a different question from attribution credit: how many conversions the advertising itself caused. Whether that test fits depends on the campaign and the engagement, and it is not part of every one.
Programmatic Client Success
32%
Website lift from programmatic advertising
Nurx, programmatic podcast campaign; the lift measured is in website views.
38%
Decrease in patient acquisition cost
PicnicHealth, overall cost per enrolled patient, across a cross-channel search, social and programmatic campaign, February to March 2023.
Our Programmatic Advertising Services:
Connected TV
Streaming video is the future—and you should be advertising on it. Connected TV ads take the persuasive power of the television commercial and add the precision of contextual or audience targeting. These video ads run on streaming services, with creative format and length depending on the placement.
Worth considering when you need reach against a defined audience and have video creative ready.
Podcast Advertising
Podcasts are a uniquely powerful entertainment medium—and podcast ads can be a huge boost to your performance marketing strategy. Podcast advertising places your message alongside the shows audiences choose to listen to.
A fit when your audience listens regularly and your message works read aloud.
Programmatic Display
Display advertising doesn’t have to be rigid, generic, and intrusive. Programmatic display opens advertisers up to quality digital ad space that gives them the freedom to deliver powerful, action-oriented ad content at the bottom of the funnel. We deploy programmatic display as part of a holistic approach, using them at the bottom of the funnel to retarget users who have seen your video ads.
Useful for retargeting people who already saw your video or audio ads.
Native Advertising
Some advertising jumps off the page—but sometimes, it can blend right in. Native advertising, or sponsored content, mimics the look and feel of its host site. This form of programmatic advertising presents sponsored messaging in a format that fits its surrounding content.
Suited to messages that need room to explain rather than a banner.
Programmatic Advertising Questions
What is programmatic advertising?
Programmatic advertising uses technology to automate the buying of digital media, rather than negotiating each placement by hand. Buys can run through open auctions or through direct deals, matched to the audience and context rules you set. What you pay is shaped by audience scope, ad format and bidding conditions.
What does a programmatic advertising agency manage?
Audience, formats, messaging and media budget are what a programmatic agency manages, along with the measurement that tells you whether it worked. At ADM that means finding where your audience already is, recommending buying options against your business goals, and running reporting alongside our analytics team. Scope varies by engagement.
Can connected TV and display advertising work together?
Yes. Connected TV and streaming audio build reach high in the funnel, and display can then retarget people after that exposure, closer to the point of action. ADM plans that sequence deliberately, so display budget works against an audience that has already met the message.
How do you measure programmatic advertising performance?
By matching the measure to the campaign’s objective rather than to the format. Reach objectives can be tracked through in-flight changes in visits and branded interest; response objectives lean on clicks and conversions. View-through signals help where clicks are scarce, but they show association, not cause, and lift testing addresses causality separately.
What should we prepare before discussing a campaign?
Your business objective, the audience you want, your current channels, the creative you have, budget context, and the actions that count as a conversion. Budget depends on channel mix, audience goals, assets and flight length. Media spend and service or creative cost are worth separating.
Learn More About Our Programmatic Strategies
B2B Health Marketing: How to Reach Providers and Decision Makers
Why Giving Up on Programmatic Display Ads Too Early Is a Mistake
Early Q4 Momentum Meets Economic Headwinds
Why View-Through Attribution Matters in Programmatic Advertising
Partnerships
ADM partners with leading digital marketing tools and services to add further value for our clients.
Other Services
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Search Engine Marketing
Capture demand from people already searching for what you sell. Our team builds Google Ads and paid search strategy, then tests and optimizes campaigns against the results that matter.
Measurement
Performance marketing is fueled by accurate data. Learn how ADM ensures that you have the strong insights you need to make the right marketing decisions.
Let’s work together.
Get in touch with our team today to see how we can take your marketing to the next level.
