DENVER – Last week, AdCellerant founder and CEO Brock Berry spoke at the 130th Annual Meeting of the Inland Press Association. During his presentation, titled Making Programmatic Un-Problematic, Mr. Berry educated his audience on local programmatic strategies, showing them programmatic has potential to significantly increase revenue, even at a local level. Today we’ll go over the strategies Mr. Berry outlined in his presentation and share insights on programmatic strategies for local advertisers.
For publishers, one of the biggest misconceptions of programmatic stems from a misunderstanding of the value and ROI it can bring them and their local advertisers. For local advertisers, programmatic is seen as an “alternative” or “competitive” product to traditional advertising. Neither of these is accurate.
In reality, programmatic not only allows advertisers to target their audience at a granular level, but it also can come at a significantly more cost-effective price.
When it comes to advertising local businesses, Berry notes, there are three ways to successfully execute programmatic and the digital agency strategy: “Do it yourself, White Label, or marry the two ideas.” He’s fond of the latter option.
At AdCellerant, we provide our partners a full white label solution for display, mobile/tablet, video, email, SEO and SEM. Not only does this limit the startup cost and payback period for DIY media companies, but our team also works with our partners to build, execute and report on campaigns as well as train for future success. When paired with our performance guarantee and over 35 years of shared industry experience, our programmatic product stack proves to be a crucial resource for maximizing ROI for advertisers and publishers.
With programmatic, now even the smallest businesses can directly reach their target audience. In fact, some of our greatest success stories come from advertisers with smaller budgets. In one instance, a client invested $1,500 in the promotion of a local Beer & BBQ event. During their six-week flight, they managed to sell over $26,000 in tickets. For those of you without a calculator nearby, that’s a 1,600% ROI.
Similarly, a local insurance broker who had not previously run programmatic ads was flooded with phone calls and leads following his campaign going live. Both of these clients have continued to renew their campaigns and serve as excellent examples of the versatility of programmatic targeting.
Programmatic continues to serve local advertisers and publishers as a method for significantly increasing revenue. As the landscape continues to develop and expand, we at AdCellerant are excited to be leading the change.
In addition to our advertising solutions for SMB’s, AdCellerant is also in the process of developing a single-platform solution for advertisers to manage the sales, operations and reporting aspects of their campaigns. This Trinity will allow media companies and/or SMB’s to build their own campaigns and monitor their performance. Look for more announcements on this innovative technology in the coming months.
Continue our discussion of local programmatic, join CEO Brock Berry tomorrow, November 5, at the Driving Digital Revenue conference in Atlanta, GA. He’ll once again be discussing the benefits of local programmatic, this time demonstrating the ability for newspapers to create successful programmatic agencies from existing assets.