So while "programmatic" is a loaded baked potato of a word, there are many advantages of programmatic advertising. It's got everything, and because it's so complicated, a lot of people don't use it and don't think about the ways to leverage it for their business.
Programmatic advertising constitutes 47% of all digital advertising opportunities. Programmatic advertising is the way to deliver ads on your favorite news and sports and blog sites and apps. So local and national news websites, for example. In other words, all the websites that are ad supported. These websites can be broad, niche, or narrow. They can even be trade publications.
In addition to being this open web inventory, programmatic advertising also includes connected television (CTV) -- so ads on Roku, Hulu, Pluto and Tubi -- digital audio, Pandora, Spotify, podcasts, and digital out of home (DOOH). It also includes ads on malls and taxis, at gas stations, on the video screen at the office, on the video screen after the gym. All of these are delivered by a robust ecosystem of providers that allows the advertiser to reach people in all these different channels. So instead of calling it "programmatic," you might hear us talk about "the open web" or just "digital advertising." And when you think about that other 53% of inventory of ad spending, the vast majority of that is going to go to Google and Meta. The rest of that 53% is going to go to paid email marketing, SMS marketing, affiliate marketing, and a smaller set of publications and sites, like Reddit and Twitter, which attract relatively little spend in the larger advertising ecosystem.
Programmatic Advertising Advantages
Video Transcript: Programmatic Advertising Advantages
Are you sleeping on 47% of all digital advertising opportunities? You might be, and that's if you're ignoring programmatic advertising. Programmatic is a loaded baked potato of a word.
It's got everything, and because it's so complicated, a lot of people don't use it and don't think about the ways to leverage it for their business. Programmatic is the way to deliver advertising on your favorite news and sports and blog sites and apps. So news, local to Los Angeles, NBC, LosAngeles.com, ABC7.com, LATimes.com, New York Post, New York Times, CNN, Fox News, MSNBC, all the websites that are ad-supported, which can be broad, which can be narrow, which can be niche, which can be focused, which can be trade publications.
So like, talk about your favorite business and talk about the nuances of your business. Those all have the ability to be ad-supported. In addition to being this open web inventory, is also going to be connected television, so ads on Roku and Hulu, Pluto and Tubi, digital audio, Pandora Spotify podcasts, digital out-of-home, big bulletins that you see when you drive through the freeway that rotate every 8 to 15 seconds, ads in malls, on taxis, at gas stations, on the video screen at the office, on the video screen at the gym.
All of these are delivered by a robust ecosystem of providers that allow the advertiser to reach people on all these different channels. So we don't talk about programmatic. You might hear us talk about the open web or just digital advertising.
And when you think about that other 53% of inventory of ad spending that comprises the $297 million, the vast majority of that is going to go to Google and Facebook, and then the minority is going to go to paid email marketing, SMS marketing, affiliate marketing, and smaller set of publication and sites like Reddit, for example, and Twitter, who have come at a very small budget in the larger advertising ecosystem. If you're not thinking about programmatic, you're sleeping on 47% of all the advertising opportunities that you have available to you. My name is Robert.
I'm your friend in digital advertising. I run a paid media firm called Brill Media. Follow for more advertising and marketing tips.
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