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Programmatic Advertising

Scale Results + Drive Discovery

How it works

Programmatic Advertising uses ad exchange platforms to buy and sell digital advertising space across the internet. With Programmatic, you can reach highly targeted audiences, increase impressions efficiently, and optimize your return on ad spend (ROAS) with static, audio, and video ads.

What we do

Operam develops award-winning Programmatic Advertising strategies tailored to your needs. Our campaigns are transparent, trackable, and brand-safe—and they drive measurable results. We can serve as your agency or help you develop in-house capabilities.

Why you’ll love it

With Programmatic Advertising, you can reach business goals at every stage of the sales funnel:

  • Awareness: Serve impressions at scale, reach your audience efficiently and drive brand and product discovery effectively.
  • Consideration: Increase content views and generate leads by targeting middle-of-the-funnel audiences.
  • Conversion: Drive sales and optimize ROAS by serving ads to high-intent audiences at ideal times.
 

2k+

CAMPAIGNS RUN

Across all types of campaigns, verticals, and business goals.
 

$125M

ANNUAL SPEND

Operam is familiar with budgets of all sizes, and can recommend the best Programmatic campaign for your business to reach your marketing goals.
 

19%

EFFICIENCY INCREASE

Average improvement for clients on their Cost-Per-Thousand-Impressions (CPM) Efficiencies is 19% over their previous agency.
GOAL

Optimize awareness and intent among core audiences for the Partner’s Home Entertainment release,  to maximize conversions of physical home entertainment purchases, digital downloads, and in-home streaming with video placements.

PROCESS

The Operam team first qualified audiences based on viewership and other media consumption behaviors across linear & OTT. Next, A/B split testing frameworks were deployed to identify high-value targets, which were then scaled based on their contribution to success metrics.

To properly scale targeting and maximize cost efficiency, we sourced our Linear & OTT/CTV data inventory from a variety of sources, including a4’s national network, streaming, and MVPD (cable) partners. In addition, targeted app download and usage behaviors were used to inform audience segmentation.

Digital inventory was then secured through various programmatic video partners, each vetted to ensure fraud-free and brand-safe inventory, including exclusive partnerships with Disney, CNN, BBC, ESPN, and CBS News.

RESULTS
  • 3.75X

    Improved ROAS

  • +338%

    Improved Conversion Lift

  • -33%

    Decrease in CPM

Dawson Shamblin, VP E-Commerce & Digital Marketing at Rodan + Fields

"Operam helped increase our return on ad spend by 300% during the time we worked together. Their team's willingness to be strategic, flexible, and helpful helped us grow our new business unit. We were impressed with the quality of the engagement."

Sean Bacastow, Director of Marketing at Represent

“Operam has truly transformed our marketing campaigns. The team is incredibly passionate and dedicated to our success -- It feels like they are an extension of our internal marketing team!”

Programmatic FAQ

What is Programmatic Advertising?

Programmatic Advertising seamlessly aligns with and responds to consumer behaviors across display, instream video, audio, and other ad formats. It also:

  • Gives you access to advertising space on thousands of publishers’ websites, going beyond what you can accomplish by relying solely on Social or Search ads.
  • Uses real-time bidding (RTB), allowing advertisers to purchase inventory and place digital ads via ad exchange platforms. It’s automated, eliminating the need for an insertion order or a request for proposal (RFP).
  • Enables advertisers to target and expand audiences based on first- and third-party data as well as signals like interests and shopping behaviors.
  • Provides brand safety controls to ensure greater oversight over the environments where advertiser content appears.

A successful Programmatic strategy leverages one or more of these ad types:

  • Display: Uses rich media and either a static or HTML5 format to serve ads in a wide range of sizes.
  • Native: Fits seamlessly into a publisher’s content and links to your off-site landing page.
  • Audio: Allows you to reach highly targeted audiences before or during podcasts and streaming content.
  • Video: Includes instream and outstream video so you can take advantage of pre-roll, mid-roll, and post-roll placements and serve ads in editorial content.
  • Mobile: Lets you connect with smartphone and tablet users through browsers or in mobile apps.
  • Connected TV: Delivers ads before, during, and after premium content streaming via over-the-top device or smart TV apps.

Who should run Programmatic Ads?

Do you want to reach more of your target audience, reengage with customers who have abandoned their shopping carts, get real-time campaign performance data, and access ad placements outside of the Google or Facebook Ads network? Programmatic Marketing is right for you.

Brands seeking to scale their digital advertising strategy and get real-time results can benefit from Programmatic Advertising. This approach is also ideal if you want to access paid inventory beyond Facebook and Google Ads.

How can an agency help?

Programmatic Advertising may rely on automation and algorithms, but it also requires real-world insight. Operam will work with you to design multi-channel campaigns, increase your reach, and tap into valuable third-party data segments.

We can also select the right partners to maximize ROAS. At Operam, we select demand-side platform (DSP) partners based on your brand’s needs. We work with a range of partners, including: TheTradeDesk, Teads, Xandr, Amazon DSP

Programmatic data providers offer valuable tools like audience insights, user analytics, and local targeting. To ensure that campaigns reach the optimal audience, we rely on some of the top Programmatic data providers, including: Acxiom, Experian, IRI, Lotame, Oracle, Samba TV

Why Operam?

Here’s what sets Operam apart—and why you’ll appreciate working with us:

  • Proven Performance: Our team of media and data professionals have robust experience with Programmatic platforms. Our accolades include:
    • Adexchanger Award: Best Use Of Technology By An Agency finalist
    • Think LA IDea Awards: Best Entertainment campaign finalist
  • Total Transparency: We’re upfront about all costs. You’ll see data fees explicitly listed in the media plan, and we don’t pad our margins. That means you don’t have to worry about some of the unsavory arbitrage practices that the 2016 K2 Intelligence report revealed—such as applying undisclosed media markups of up to 90% or adding ad server markups of up to 250%.
  • Brand Safety: For optimal results, Programmatic campaigns should always pair with content that’s relevant to your brand and appropriate for your target audience. Operam has exclusion lists to guarantee your Programmatic content appears in the right places at the right times.
  • Data Security: As consumers increasingly opt out of sharing personal information with advertisers, ensuring data security and privacy becomes even more critical. Operam uses privacy-compliant data for increased Programmatic success.
  • Proudly Partner Agnostic: We prioritize the Programmatic platform that’s best for your brand rather than the one we prefer.

When it comes to Programmatic Advertising, Operam can serve as your agency or your partner:

  • Agency: Our experienced team can manage the entire process, from media planning to Programmatic measurement.
  • In-housing Partner: Alternatively, we can use our expertise to help you develop in-house capabilities. Curious what that could mean for your team? One of our in-house partners saw a 25% cost savings after working with Operam.

Our people are curious, transparent, committed - and eager to work with you! Getting advice from our experts is easy. You can get their latest thoughts on digital growth solutions by checking out our resources page. You can also get in touch through our contact page or give us a call at 855.551.3282.

Resources

Check us out in the news, read our blog, or learn more!

  • The Importance of Multi-Touch Attribution to Your Business
  • The Marketing Funnel: Understanding the Basics for Performance Marketing
  • Growth Mode: Lead Generation

We’re excited to help you achieve your marketing goals!

Discover how a team of marketing experts can immediately improve your campaign performance.
  • Identify opportunities within existing marketing campaigns and landing pages to increase overall conversion rates
  • Define additional customer targets to effectively scale and grow your business
  • Maximize your Return on Ad Spend by eliminating media waste from underperforming audiences and creatives

“Operam has truly transformed our marketing campaigns. The team is incredibly passionate and dedicated to our success -- It feels like they are an extension of our internal marketing team!” - Represent

Ready to speak with a marketing expert? Give us a ring:

+1 888-790-1290