Healthcare programmatic advertising uses automated technology for media buying instead of relying on the traditional, or manual, methods of digital advertising. This type of healthcare advertising is fast becoming an industry standard as it can produce highly effective and cost-efficient results quickly and reliably.
In this guide, you’ll learn more about programmatic media buying and how it can benefit your business.
What is Programmatic Media Buying?
While programmatic media buying can be somewhat of a complex subject, a streamlined explanation of it is that this type of media buying utilizes data insights and algorithms to display relevant ads to the right user at the right time.
There are three different types of programmatic media buying:
- Real-Time Bidding (RTB): Real-time bidding works like an open auction. The inventory prices are decided through an auction that is taking place in real time. Since the auction is “open,” any advertiser or publisher can bid on space. This type of bidding is preferred among those who want to reach a large audience in a cost-efficient way.
- Private Marketplace (PMP): Private marketplace bidding works like an open auction, but these do have restrictions on who can participate. Most PMPs operate on an invite-only basis, however, there are instances where a publisher may allow advertisers to apply for an invitation.
- Programmatic Direct: Some publishers may choose to bypass the auction environment and instead sell their media inventory at a fixed cost per mille (CPM) direct to one or more advertisers. This is called programmatic direct media buying.
The primary benefit of buying healthcare programmatic advertising space is that unlike the traditional media buying process, just about everything is automated. Whereas traditional media buying involves a lot of manual work, such as submitting several requests for proposals (RFPs), handling price negotiations, and manually preparing and placing the orders, programmatic media buying is quick, easy, and efficient. Programmatic media buying gives advertisers more control over their campaigns and placement, so their ads can reach their target audience with full scalability based on their online habits and other core data.
If you’re ready to take your advertising efficiency to the next level, then partner with Innovare Medical Media today. Innovare Medical Media is a leading provider of innovative healthcare advertising solutions and thanks to our recent partnership with Vengo Labs, our inventory is now available on leading programmatic exchanges such as, Place Exchange, Broadsign, Adomni, and Hivestack, among others. The Innovare premium DOOH screens engage a hard-to-reach, affluent, educated demographic: Healthcare Professionals. In addition, Innovare’s quantity of impressions for Point of Care audience (Patients and Visitors) is second to none!
Contact Innovare Medical Media today by calling 866-887-2207 or submit an online contact form and one of our agents will get in touch with you promptly.