Real Time Bidding (RTB) is usually associated with performance advertising, with good reasons. However, it has grown beyond this and is now in a position to deliver on the requirements of brand advertisers. Case in point: more than half of Kellogg’s digital media now goes through RTB platforms. Why? Here are three reasons why RTB is good to your brand:
1. More control over reach and frequency
Media planners often end up reaching fewer unique users than planned and individual users more times than necessary. This is a symptom of treating individual publishers and suppliers in isolation. It creates overlap and duplication across the media plan.
RTB solves this issue as it provides a user-level view across inventory at the same time, controlling the number of people who see an ad and how many times they are exposed to it. Because of the huge volume of inventory and publishers available on the exchanges, brand advertisers can leverage this to target a much larger user base than previously possible through traditional media planning.
2. More control through private exchanges
A private exchange involves a publisher making a segment of its inventory available to an advertiser via RTB. This allows brand advertisers to form exclusive partnerships with premium publishers while still being able to target person-by-person, in real-time, at scale, within a controlled environment.
At the same time, the brand advertiser has direct access to a pool of inventory before it is available publicly, while protecting its brand by knowing where the ads will be served. With this level of control, the advertiser can identify the most valuable impressions and pay accordingly.
3. Sophisticated audience targeting
Through RTB, brand advertisers can successfully profile their ideal audience. They can do this by recognizing the attributes of their existing customers and matching them with the audiences available through third-party data providers. This is a huge advantage compared to the traditional planning and buying approach. It allows you to identify the most relevant audiences for the brand and target them at scale across the exchanges.
With RTB, brand advertisers can mitigate wastage by showing ads only to users who match their target audience profile in a brand-safe environment with reach and frequency controls that were not available to them until now.