November 20, 2023 by Anna McDonald
November 8, 2023 by Anna McDonald
The digital media environment continues to change at a rapid pace. In order to sell digital sponsorship with confidence, we need to stay ahead of the pace of change by educating ourselves about the latest trends.
The trend toward programmatic ad buying continues to increase, and this is a bit of a pain point for us in public media. Because of our language restrictions, we can’t wholeheartedly embrace this trend alongside other advertisers.
Clients who engage in programmatic buying are using a publisher or ad network/agency to set a determined budget, upper/lower CPM, and start/end dates. The process is self-service so when the buyer clicks “go,” the buy is executed automatically, non-stop, until the budget or end-date is reached.
If you’re talking to a prospect about digital sponsorship, you should assume they’re engaging in some sort of programmatic buying. Common platforms are through Google and Facebook, but the practice is becoming more universal. In fact, an April report from eMarketer shows that $46 billion will be spent on programmatic advertising this year, meaning that 82.5 percent of digital display ads in the U.S. will be purchased through automated channels.
This doesn’t mean there’s not a valuable place for public media sponsorship.
There a strong case to be made to your clients for broadcast and digital to be sold together. Why? Because:
Programmatic has a low barrier to entry, is low-maintenance, and increasingly common. But it does have its weaknesses. Significant percentages of media buyers cites the following – legitimate – concerns about programmatic: (eMarketer 2017)
Public media’s strength, by contrast, is (almost) all about the audience. Our audience is:
But, they are also “lean-in listeners.”
We wouldn’t perform nearly as well as we do without the quality of public media programming. Our high levels of trust and engagement with our audience are incredibly valuable.
When positioning yourself against programmatic buying, consider these points to be successful:
Public media stands to win big against some of the shortcoming of programmatic buying when you embrace the unique qualities our medium offers in the ad-buying space.
New to Greater Public? Create an account.