Automatic Placement

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After your Display images have been created, the task remains to place them on the correct media vehicles, or Web properties, in order to render image impressions to the correct target audience. We will use the traditional term “advertisement” to describe any type of communication image you might create for your audience. Your images can convey any type of communication message: Branding, Public Relations, Event Promotion, Product Announcement or otherwise. The goal is always to serve the right message to the right target audience. The key words here are “target audience.”

Every organization or brand has a product or service that is designed for a primary target audience and perhaps a secondary audience as well. If the Internet does anything well, it creates a variety of content desired by every type of audience imaginable. As the Internet evolves, more and more sites and platforms are being created for niche audiences. This is a good thing for both advertisers and audiences.

Advertising is not always a welcomed accompaniment with media. In the past, advertisers with large budgets and little targeting ability flooded the airways, serving impressions to everyone for anything. Today, digital Media Planners can place Ads for products, services or brands on sites that are much more relevant for the audience. Serving Ads to an unqualified audience is generally wasteful for the Advertiser and largely unwanted by the audience.

The two primary methods for placing image ads in front of the right target audience are automatic placement and managed placement.

With automatic placement, the digital Media Planner manages all aspects of the account from ad creation to keyword bidding to budgeting and flighting, but the Ads are placed throughout a platform or site through the algorithms of the Ad-serving platform. The platform automatically searches for content that is relevant for your advertisement. Through this process, platforms like Google Adwords with Adsense can identify literally thousands of potential Web sites for your images.

Not all ad-serving platforms are the same. Some are better than others. You should be highly skeptical of an image ad-serving platform that does not allow you to review the sites your images are placed on. Historical data regarding the performance of your image ads on specific sites and platforms is crucial in optimizing your ads for future initiatives. Some Web properties are obviously going to be more valuable than others in driving high-value traffic to your site. Some Web properties may be better than others for specific types of communication images.

Using automatic placement for your image advertisements can be less time-consuming than the managed placement method but there are pros and cons with it. On negative side, some developers create sites specifically for ad-serving platforms, where the content is minimal at best. Ultimately, the goal is to serve impressions to a high-value audience. The automatic placement method allows digital Media Planners to identify high-value sites for a specific target audience. Web sites, pages, blogs and things of that nature come and go frequently. A high-value site for a specific audience may disappear in 6 months, replaced by 5 new content-rich sites or blogs.

The Automatic Placement method can quickly become costly if the digital Media Planner does not know how to experiment and throttle their budget appropriately. Additionally, historic performance data needs to be analyzed in order to eliminate inappropriate sites that the automatic placement method calculated were appropriate for your ads.

The biggest advantage of utilizing the automatic placement method is the discovery of high-value Web properties for your images. Once these sites are identified, they can be transformed into managed placements where bids can be throttled for the entire site or just for specific pages of the site.

Vagary knows from experience the apprehension of relinquishing partial control to the algorithms of an ad-serving platform. We also know the benefits. By far, Google Adwords, offers the largest network of sites to display your ads. Additionally, the amount of control is truly dizzying. We can control the geographical locations, time scheduling, bidding, platform (mobile phones, networks, desktops, etc.), demographics, video ads, budgeting and more. Ultimately, a qualified digital Media Planner will know how to control your automatic placement image ads in order to test specific aspects of your campaign.

Vagary can manage your automatic placement display advertisements or consult on your usage of a specific ad-serving platform. Our policy is to work only with ad-serving platforms that provide detailed historical performance analytics. We know from experience that there is no other way to optimize your display initiatives. Our objective is not simply to serve ads to a wide audience. Our goal is to help you achieve your Communication Objectives by running effective campaigns targeted to the interests of your target audience. Vagary is Social Media Solutions.