Programmatic advertising is a part of many big brands’ advertising budgets because programmatic advertising provides results. Using AI, geofencing, and audience segmentation, this method targets people who are more likely to buy your product better than traditional advertising does.
If you aren’t familiar with this method of advertising and wonder what are some examples of programmatic advertising. Here are some examples of programmatic advertising that big brands have used to improve their strategies.
What Companies Are Using Programmatic Advertising to Improve Their Strategies?
Familiar names on this list have used programmatic advertising to improve their current strategies.
1. Netflix
In July 2022, Netflix announced the company would be partnering with Microsoft to create an ad-based tier of their subscription service.
While Microsoft may seem like an odd choice, in June 2022 the company acquired Xandr, a dominant force in the programmatic ad industry. It seems Netflix is interested in customizing its ads based on particular audiences.
2. Kellogg
In 2014, Kellogg became an early adopter of programmatic advertising. By using programmatic ads to target specific audiences on digital platforms, they saw viewability improve to more than 70%. They also improved their targeting by more than double.
Today, Kellogg spends around 60% to 70% of its marketing budget on digital advertising, which programmatic ads are a significant part of. They handle all data, technology, demand-side platform (DSP), and data management platform (DMP) in-house while doing the rest with their partners.
3. Google
Also in 2014, Google used programmatic ads to promote their new Search App. The company’s goal for that year was “to buy 60% of our brand display marketing programmatically across all channels.” They hit 73%.
Google’s using programmatic advertising also:
- Gave 50% increase in brand awareness
- Reached 30% more people three times more often
- Had 30% lower effective CPM compared to the previous year
4. Campbell
Campbell saw a rise in sales of non-perishable and canned goods at the beginning of the pandemic. They also saw shopping fatigue was kicking in a couple of months after.
To keep their sales momentum up, they used programmatic ads to reach consumers where they were instead of chasing new ones. They targeted people who had bought products before and used recipes for popular products on specific websites to catch their customers’ attention.
Campbell saw a CTR that was four times higher than benchmarked for their display ads. There was even a high of 17.2 times higher than the benchmark.
5. Lacoste
In 2016, Lacoste wanted to increase sales during their summer event. They decided to use programmatic display ads along with Amazon and Facebook campaigns. They segmented their audience into three categories for retargeting:
- Active clients
- Inactive clients
- Prospects
The campaign ran for two months and generated 19,749,380 impressions and a total of 2,290 sales.
6. Auto Trader
Auto Trader was getting a lot of eyes on its site but not much engagement. They wanted to fix this, but with a small in-house team it was difficult to create complex set-ups. In 2017, they partnered with AppNexus and used a DSP to specifically target a high-value audience with their programmatic ads.
This strategy won them the Programmatic and Performance Marketing category at the Marketing Week Masters Award in 2018. It also:
- Reduced CPA by over 90%
- Saved three hours of manual work every day
- Allow more time to focus on other business priorities
Agility Digital Can Help You Achieve Your Advertising Goals
From these examples of programmatic advertising, it’s obvious this method significantly improves sales and engagement. Give your advertising campaigns a boost by using Agility’s programmatic advertising platform.
Customize your ads for different segmented audiences, for specific locations, and where they’re at in their customer journey. Make sure the right ads go to the right audience at the right time.
Get started today to see how the platform can bring new life to your advertising campaigns.
