How do you allocate your media sales budget between direct and programmatic advertising?

2 What is programmatic advertising?

Programmatic advertising is when you use software and algorithms to buy and sell ad space in real time, based on data and performance. You can access a large and diverse inventory of ad space across multiple publishers, platforms, and formats, and target your ads to specific segments and behaviors. Programmatic advertising also enables you to optimize your campaigns and bids automatically, and measure and analyze your results more easily. However, programmatic advertising can also be more complex, opaque, and unpredictable, as you have to deal with multiple intermediaries, fees, and standards, and you may face issues such as fraud, privacy, and brand safety.

3 How to choose between direct and programmatic advertising?

When deciding how much of your media sales budget to allocate to direct or programmatic advertising, there is no one-size-fits-all answer as it depends on various factors such as objectives, audience, budget, and resources. Nevertheless, some general guidelines can help you make an informed decision. If your goal is to build brand awareness, credibility, and loyalty, investing more in direct advertising may be beneficial as it gives you control over ad placement, quality and message, and allows you to align your brand with reputable publishers. On the other hand, if your goal is to generate leads, conversions and sales, investing more in programmatic advertising may be beneficial as it gives you access to a large and diverse audience and allows you to target ads based on data and performance. Lastly, if you want to achieve both brand and performance outcomes, using a mix of direct and programmatic advertising may be the best option as it gives you the control of direct advertising and the reach of programmatic advertising.

4 How to balance your media sales budget between direct and programmatic advertising?

Once you have decided how much of your media sales budget to allocate to direct or programmatic advertising, you need to find the optimal balance between the two approaches. To do this, begin by creating a clear and realistic media sales plan, based on your goals, audience, budget, and resources. Define your key performance indicators and decide how you will measure and track them. Research different publishers, platforms, and formats to compare their costs, benefits, and drawbacks. Negotiate the best deals and terms for your direct advertising contracts, and the best settings and strategies for your programmatic advertising campaigns. Test and optimize your media sales performance by using data and feedback to monitor and analyze results. Adjust your budget allocation, creative, and targeting accordingly. Experiment with different combinations and variations to learn from successes and failures.

5 How to improve your media sales skills and knowledge?

Keeping up with the latest trends and developments in the advertising industry is essential for media sales professionals, and it’s important to constantly improve your skills and knowledge. Reading and following reputable sources of information, such as blogs, podcasts, newsletters, or reports, can help you stay up-to-date on topics like media sales, advertising, marketing, and technology. Additionally, attending and participating in online or offline events like webinars, workshops, conferences, or networking sessions offers you the opportunity to learn from experts, peers, and partners while exchanging ideas and best practices. Finally, consider enrolling in online or offline courses, programs, or certifications that provide structured and comprehensive learning experiences on topics such as media sales, advertising, programmatic analytics, or soft skills.

6 Here’s what else to consider

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