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Five outstanding examples of programmatic advertising campaigns Programmatic advertising has redefined the landscape of digital marketing, offering unprecedented opportunities for precision targeting. While programmatic encompasses a wide range of formats, banner ads remain one of the most widely used. The combination of programmatic buying with visually engaging banners can lead to powerful campaigns. Let's explore five memorable programmatic advertising example banner campaigns: Coca-Cola's "Share a Coke" Campaign: Coca-Cola's iconic "Share a Coke" campaign took personalization to a new level. Originally a traditional marketing campaign, Coca-Cola used programmatic buying to push personalized banner ads to users. Based on user data, these banners would display names or personalized messages encouraging users to find and purchase a Coke bottle with that name. The dynamic nature of these programmatic banners significantly increased user engagement, making it a digital counterpart to its real-world success. Cadbury's "Match & Win" Campaign: Cadbury leveraged programmatic banners to promote its "Match & Win" competition. Users would see banners with a unique code prompting them to buy a Cadbury product, enter the code online, and win prizes. What made the campaign special was its dynamic targeting. Using data, the banners were displayed to users more likely to participate, such as past competition entrants or those who had shown interest in similar promotions. Nike's Weather Sync Campaign: Nike decided to showcase its weather-appropriate gear using real-time weather data. Through programmatic banners, if a user was experiencing rainy conditions, they'd be shown Nike's latest waterproof running gear. Conversely, on hotter days, Nike would promote its breathable sportswear. The synchronization with real-time conditions made the ads timely, relevant, and highly effective. Lexus' Dynamic Retargeting Banners: Lexus utilized programmatic technology to retarget users who had shown interest in specific car models on their website. Depending on which model the user had shown interest in, they would see a customized banner ad showcasing that particular model, its features, and any ongoing promotions or discounts. This precise targeting made users feel that the ad was tailored for them, increasing the chances of them returning to the website and progressing further down the sales funnel. Burberry's Personalized Fragrance Ads: To promote its range of fragrances, Burberry used programmatic banners to target users based on their browsing behavior and previous purchases. If a user had previously shown interest in men's products, they'd see a banner promoting Burberry's latest men's fragrance. Similarly, those browsing female-centric products would see banners for women's fragrances. By ensuring that the ads were closely aligned with user interests, Burberry increased the resonance of its messaging. In conclusion, these programmatic advertising examples show how data, creativity, and technology can come together to deliver impactful messaging. As programmatic advertising continues to evolve, we can expect even more innovative and personalized campaigns that resonate deeply with audiences. Start running programmatic advertising in the Emerse DSP today by signing up for an account. No minimum deposit and you can launch your first campaigns quickly.

In the digital age, advertisements have evolved beyond mere static images and texts on web pages. They’ve transformed into a dynamic, personalized experience, directly tailored to individual user preferences. The force behind this revolution? Programmatic buying platforms. But what are they, and why are they so crucial in the contemporary advertising ecosystem? What Are Programmatic Buying Platforms? Programmatic buying platforms, at their core, automate the purchase, placement, and optimization of digital advertising, as opposed to the traditional method of human negotiations. They leverage data insights and technology to acquire specific audience segments at optimal price points in real-time. In essence, it’s the "stock exchange" of the digital advertising world. These platforms fall under two main categories: Demand-Side Platforms (DSPs): DSPs such as the Emerse DSP allow advertisers and agencies to buy digital ad inventory across multiple sources, from websites to apps. They optimize based on specific targeting criteria such as demographics, geography, interests, and browsing behavior. Supply-Side Platforms (SSPs): SSPs are utilized by online publishers to sell their ad space to advertisers. They ensure the publishers get the highest possible prices for their ads through real-time bidding processes. How Do They Work? Imagine a user visiting a website. The moment this site loads, it sends a signal to an ad exchange that this particular user is available for an ad impression. The ad exchange assesses the ad impression's data (URL, demographic information, interests) and matches it with an advertiser's criteria. If it's a match, an auction between competing advertisers begins, and the highest bidder gets their ad displayed to the user. All of this happens in milliseconds, ensuring the user experience remains smooth and uninterrupted. Benefits of Programmatic Buying Platforms: Efficiency: Automation means quicker transactions and optimized pricing. Advertisers can reach their desired audience more effectively, and publishers can sell their inventory faster. Precision: By using data-driven insights, advertisers can target ads to specific user segments, ensuring the content is relevant and more likely to lead to user engagement. Real-time Analysis: Programmatic platforms offer real-time data analytics. Advertisers can see how their ads are performing and make immediate adjustments if necessary. Scale: Programmatic buying platforms connect advertisers to a vast network of publishers. This means more opportunities to display ads to the right audience, across various platforms and devices. Challenges and Concerns: While programmatic platforms have revolutionized digital advertising, they are not without challenges. The complexity of the ecosystem can lead to issues like: Transparency: With so many intermediaries involved, it can sometimes be unclear where an advertiser's money is going and how much of it is spent on actual ad placements versus platform fees. Ad Fraud: Automated systems can sometimes be exploited by malicious actors to generate false clicks or impressions, costing advertisers money with no real engagement. Privacy Concerns: Collecting user data for targeted advertising has raised privacy concerns. New regulations like the General Data Protection Regulation (GDPR) in Europe have been instituted to protect user data. Platforms such as the Emerse DSP are members of the IAB TCF Framework which works to ensure the privacy choices of consumers are handled correctly in digital marketing. Conclusion: Programmatic buying platforms have fundamentally altered the digital advertising landscape. They've made ad placements more efficient, targeted, and data-driven. As with all technological advances, they come with challenges. But with continuous innovation and appropriate regulations, they promise a future where advertisements are not just seen as interruptions, but as relevant, timely content that provides value to both the advertiser and the end user. Setup an account in the Emerse DSP today to get started with your programmatic buying or contact our team to schedule a demo and talk more.

Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple demand partners (advertisers) simultaneously before making ad requests to their ad server, such as Google's DoubleClick for Publishers (DFP). This process increases competition for ad space, leading to higher revenue for publishers and more efficient ad placements for advertisers. Here's a step-by-step explanation of how header bidding works: Setup: The publisher installs a header bidding wrapper, which is a piece of JavaScript code, on their website or app. This wrapper is responsible for managing the header bidding process and communicates with different demand partners or ad exchanges. Ad inventory: The publisher defines the ad inventory (ad units and ad placements) they want to offer for header bidding. Bid request: When a user visits the publisher's website or app, the header bidding wrapper sends bid requests to multiple demand partners, along with information about the ad inventory and user (such as device type, location, and browsing behavior). Bid response: Demand partners review the bid requests and decide if they want to bid on the ad inventory. If they do, they return a bid response, which includes the bid price and the creative (the actual ad content). Auction: The header bidding wrapper collects all bid responses and conducts an auction to determine the highest bidder for each ad unit. Ad server request: After the auction, the header bidding wrapper sends the winning bids to the publisher's ad server. The ad server compares the winning bids from the header bidding process with other demand sources, like direct deals and ad networks, to determine the final winning bid for each ad unit. Ad rendering: The ad server returns the creative for the final winning bid to the publisher's website or app. The ad is then displayed to the user. By allowing multiple demand partners to compete for ad inventory, header bidding helps publishers maximize their ad revenue and ensures advertisers have access to premium ad placements, often resulting in more relevant and engaging ads for users.

Prebid is an open-source set of solutions designed to streamline and optimize the process of header bidding in digital advertising. Header bidding is an advanced programmatic advertising technique that allows publishers to offer their ad inventory to multiple ad exchanges simultaneously before making a call to their ad server. This competition among ad exchanges typically results in higher CPMs (cost per thousand impressions) and increased ad revenue for publishers. Prebid offers a suite of tools, including a JavaScript library for implementing client-side header bidding, server-side header bidding solutions, and additional tools for analytics and reporting. Prebid.js is the most widely used component of Prebid, as it allows publishers to easily integrate multiple demand partners (e.g., ad exchanges and networks) into their websites or apps. The main benefits of using Prebid include: Increased ad revenue: By fostering competition among multiple demand sources, Prebid helps publishers maximize their ad revenue. Improved transparency: Prebid provides publishers with greater insight into how their ad inventory is being valued and sold across different demand partners. Enhanced control: Publishers can customize and optimize their header bidding setup according to their specific needs. Faster page load times: Prebid is designed to minimize the impact of header bidding on page load times, ensuring a better user experience. Strong community support: As an open-source project, Prebid benefits from a large community of developers, users, and contributors who work together to improve and maintain the platform.

There are two primary types of auctions in Real Time Bidding (RTB) and programmatic advertising. First-price auctions and Second-price auctions. First-price auctions and second-price auctions are two distinct types of auctions that differ in how the final price paid by the highest bidder is determined. Here's a brief overview of each: First-price auction: In a first-price auction, bidders submit sealed bids, and the highest bidder wins the auction. The winner then pays the exact amount of their bid. Since bidders are unaware of what others are bidding, they must strategize and balance their desire to win the auction against the risk of overpaying for the item. This might lead to bidders submitting lower bids than their true valuation to avoid overpaying, a strategy known as bid shading. Second-price auction: In a second-price auction, also known as a Vickrey auction, bidders also submit sealed bids, and the highest bidder wins the auction. However, the winner pays the amount of the second-highest bid rather than their own bid. This auction format encourages bidders to submit bids that reflect their true valuation of the item, as they only pay the price of the next highest bid if they win. This mechanism is designed to reduce the winner's curse, which occurs when the winner overpays for an item in a first-price auction. In summary, the main difference between first-price and second-price auctions is the way the final price is determined. In a first-price auction, the winner pays their own bid, while in a second-price auction, the winner pays the second-highest bid. This difference in pricing mechanisms affects bidders' strategies and the overall efficiency of the auctions.

Here's a step-by-step guide to help advertisers effectively leverage ChatGPT for their campaigns: Define objectives: Clearly outline the goals of the A/B-test, such as increasing click-through rates, conversions, or engagement. Generate variations: Use ChatGPT to create different versions of ad headlines, copy, and calls-to-action. Provide the AI with context, target audience, and desired outcome to ensure the generated content is relevant and effective. Create ad visuals: While ChatGPT does not generate visuals, you can pair it with a visual design AI tool to create ad images or use your in-house design team to develop visual elements for the different variations. Set up the A/B-test: Set up the A/B-test using an ad platform like Emerse Labs, ensuring that you evenly distribute traffic between the different ad variations or let the Emerse Labs machine learning algorithm automatically distribute more impressions to the better performing version as quickly as possible. Monitor performance: Keep track of key performance indicators (KPIs) for each ad variation during the test period. These KPIs may include click-through rates (CTR), conversion rates, cost per click (CPC), and return on ad spend (ROAS). Analyze the results: After the test has run for a sufficient duration, analyze the data to determine which ad variation performed better based on your predefined objectives. Refine and iterate: Utilize the insights gained from the A/B-test to make data-driven decisions about your ad content. You can use ChatGPT to refine the winning variation further, generate new variations, or optimize other aspects of your advertising campaign. Continuous optimization: Regularly perform A/B-tests to stay ahead of market trends, audience preferences, and the competition. Use ChatGPT as an ongoing tool to help you quickly and efficiently generate new ad content ideas for testing. We help our customers setup A/B-tests, adapt (if necessary) the creative content assets needed to upload into Emerse Labs then run the A/B-tests using our programmatic advertising platform (DSP). Our A/B-testing solutions are available both as self-service and as a managed service. Contact our sales team today to get started.

Using A/B testing in digital advertising allows businesses to make data-driven decisions and optimize advertising campaigns for better performance. Here are a few reasons why A/B testing is valuable for digital advertising: Increase Click-Through and Conversion Rates: A/B testing allows businesses to test different variations of their ads to see which version results in the highest click-through and conversion rates. By identifying the elements that have the most impact on customer interactions, businesses can optimize their ads to drive more traffic, conversions and generate more revenue. Optimize Ad Spend: A/B testing can help businesses determine which ads are most effective at driving results, allowing them to allocate their advertising budget more efficiently. By investing in the ads and campaigns that have the highest ROI, businesses can reduce waste and improve the overall effectiveness of their advertising efforts. Improve User Experience: By testing different variations of their ads and landing pages, businesses can identify which design elements, copy, and offers resonate most with their target audience. This information can be used to create better user experiences that result in higher engagement, longer visit duration, and ultimately, more conversions. Overall, A/B testing provides valuable insights that can help businesses make data-driven decisions and optimize their digital advertising campaigns for better results. By investing time and resources into testing and optimization, businesses can improve their ROI and stay competitive in an ever-evolving digital landscape. The Emerse Labs platform for A/B testing of ad content provides a powerful way to easily run experiments and test a large number of ad variants. Emerse also offers A/B testing as a service. Contact us to find out more.

A Demand Side Platform (DSP) is a technology platform used by advertisers and agencies to manage and optimize their programmatic advertising campaigns across multiple digital platforms. The DSP connects advertisers to multiple supply sources, such as ad exchanges, ad networks, and supply-side platforms (SSPs), allowing them to buy ad inventory in real-time auctions. The DSP provides advertisers with tools to manage their campaigns, target specific audiences, and control the types of ads that appear on various digital platforms, such as websites, mobile apps, and social media. The platform also provides real-time data and analytics on ad performance, allowing advertisers to optimize their campaigns and improve their return on investment (ROI). DSPs are designed to integrate with other ad tech platforms, such as ad servers, data management platforms (DMPs), and verification providers, to provide advertisers with a comprehensive solution for managing their programmatic advertising campaigns. In the programmatic advertising ecosystem, the DSP plays a crucial role in enabling advertisers to reach their target audiences, using RTB technology, and buying ad inventory in real-time auctions. By automating the buying and selling of ad inventory, the DSP helps to increase efficiency and transparency in the digital advertising industry. The Emerse DSP is a powerful Demand Side Platform currently serving customers globally in delivering billions of high quality ad impressions in both local, national and international ad campaigns.

Programmatic advertising refers to the use of software and algorithms to automate the buying and selling of advertising space across various digital platforms, such as websites, mobile apps, social media, and streaming services. With programmatic advertising, advertisers can use data and targeting parameters to reach specific audiences with personalized and relevant ads, while publishers can maximize the value of their ad inventory by selling it to the highest bidder in real-time auctions. Programmatic advertising uses real-time bidding (RTB) technology to enable advertisers to bid on ad inventory in real-time, based on factors such as audience demographics, location, device type, and browsing behavior. Advertisers can then deliver their ads to the right audience, at the right time, and on the right device, with minimal manual intervention. Programmatic advertising has revolutionized the digital advertising industry by making it more efficient, transparent, and cost-effective, and it continues to evolve with the integration of artificial intelligence and machine learning algorithms to optimize ad delivery and performance. Here's how programmatic advertising works: Advertiser identifies the target audience: Advertisers use data and targeting parameters to identify the audience they want to reach, such as demographics, interests, behaviors, and location. Advertiser sets up the campaign: The advertiser creates the ad campaign, sets the budget, and defines the bidding strategy. Advertiser bids for ad inventory: The advertiser's demand-side platform (DSP) sends a bid request to the supply-side platform (SSP) for ad inventory that matches the targeting criteria. The SSP sends the bid request to multiple ad exchanges, which auction off the ad inventory in real-time. Ad inventory is auctioned: Advertisers bid for the ad inventory based on their targeting criteria and budget. The highest bidder wins the auction and their ad is displayed. Ad is displayed to the target audience: Once the ad is served, it is displayed to the target audience on the publisher's website or app. Ad performance is tracked: Ad performance metrics, such as clicks, impressions, and conversions, are tracked in real-time, and the advertiser can use this data to optimize the campaign and improve its performance. Programmatic advertising uses advanced technologies such as real-time bidding (RTB), artificial intelligence (AI), and machine learning (ML) algorithms to automate and optimize the process of buying and selling ad inventory, making it more efficient, transparent, and cost-effective. How to start buying programmatic advertising Emerse offers both a self-service Demand Side Platform for buying programmatic advertising as well as services to help buyers get started. Contact us to to learn more.

Vill du komma i kontakt med oss, veta mer om Emerse eller programmatisk marknadsföring? Kontakta oss genom formuläret här eller Stina Larsson på telefon +46 709 769 901. Bakgrunden Funnys Äventyr på Mobila ville genom enkla medel skapa uppmärksamhet och locka besökare till deras sagovärld i Malmö. Det är sommarlov och sagovärlden är ett självklart besöksmål för många som känner till dem. Nu har man maxat sagolandet med aktiviteter, lek samt teater och vill att ännu fler ska känna till dem och besöka dem. Behovet Öka antalet besökare. Kan vi slå förra årets besökarantal? Vad behöver vi göra för att maximera resultatet? Med en svag svensk valuta i förhållande till danska kronan är det en självklarhet att nå barnfamiljer i Köpenhamn. Här är det lätt för danskar att ta sig över bron och njuta av Skåne. Att synas på sociala medier är givetvis inte något man behöver fundera två gånger över, men att addera programmatisk marknadsföring på det kan låta komplicerat. Programmatisk marknadsföring är trots allt ett av de mest komplexa digitala verktyg som finns och vet man inte hur det ska pareras kan ett litet test kännas som bortkastade pengar. Genomförandet - Social Media + Programmatisk annonsering = SANT Facebook På Funnys Äventyrs sociala medier låg fokus på att driva trafik till hemsidan samt bokningssidan i både Sverige och Danmark med en övervikt på framför allt Köpenhamn. Programmatisk Till de trafikdrivande kampanjerna på Facebook adderade vi programmatiska annonser med fokus på att skapa kännedom och räckvidd i Danmark med större övervikt på Köpenhamn. Här riktade vi in oss på småbarnsföräldrar och mor/farföräldrar för att nå potentiella besökare till Funnys Äventyr. Vi riktade även in oss på hemsidebesökare, så kallad retargeting, ett generellt för att bjuda på specifik information om aktiviteter som skedde. Perfekt sätt att bearbeta de som hade hittat till hemsidan via sociala medier men inte ännu tagit action. Vi använde också en metod som kallas för retargetingoptimering som i stora penseldrag handlar om att man hittar helt nya målgrupper som har samma beteende som de som besöker sajten. Resultatet - REKORD med +2000% besökare Under Juli månad 2023 ökade antalet danska besökare med över 2000%. Dagsbesökarantalet slog rekord flera dagar under månaden. Flest antal besökare på en enda dag uppgick till totalt nära 1000 besökare. Även onlinebokningarna ökade kraftigt! Resultatet blev en mycket lyckad kampanj med glada besökare tack vare bl.a. välplanerade event från Funnys Äventyr. Sammanfattning Att få till en bra räckvidd och skapa kännedom associeras ofta med dyra köp via TV eller Radio. Programmatisk annonsering tillhör också ett kraftfullt räckviddsmedia men till betydligt lägre priser. Dock är programmatisk annonsering ett alternativ som är komplext och okänd mark för många. Därför är det viktigt att kunna arbeta med en partner som inte bara lägger upp annonser och låter annonserna bara göra sitt. Här krävs kunskap, optimering och nitty gritty arbete på djup nivå för att få valuta för investeringen. Sociala medier är däremot ett självklart val för många! En kanal som är stark längre ner i säljtratten både trafikdrivande och konverterande. Att kombinera programmatisk annonsering för att skapa räckvidd, med Sociala medier för att skapa trafik är en strategi som Funnys Äventyr använde och som slog besöksrekord. Ett vinnande koncept helt enkelt! Om Funnys Äventyr Funnys Äventyr i Malmö är ett kreativt och lekfullt kulturhus för barn! Tänk dig ett sagolandskap där du kliver rakt in i några av våra mest älskade barnböcker. Kika in i Alfons Åbergs kök, hoppa i höet hemma hos Pettson & Findus, åk tillbaka till vikingatiden med Halvdan och Meia, lös mysterium med Kattspionerna i en miniatyr av Rosengård, hälsa på i Mumindalen, lär känna den vanliga men ovanliga flickan Funny och hennes kompis Humlan Djojj och mycket mer! Om Emerse Emerse har varit i branschen sedan 2007 och var en av de första att börja skriva egen kod för att skapa ett programmatiskt verktyg, en DSP. Det ger bolaget en djup kunskap om algoritmer, machine learning, AI och hur man hanterar programmatisk annonsering för bästa resultat. Med denna kunskap hanterar vi samtliga digitala verktyg på ett specialiserat och unikt sätt. Emerse sitter med i den internationella kommittén W3C som är en global organisation för att sätta standarder och guidelines för webben. Vi är också medlemmar i IAB (världsorganisation för online-marknadsföring). Vill du komma i kontakt med oss, veta mer om Emerse eller programmatisk marknadsföring? Kontakta oss genom formuläret här eller Stina Larsson på telefon +46 709 769 901.