Programmatic advertising

Programmatic advertising is the use of automation in buying and selling of digital advertising space, where computer systems decide which ads to buy and how much to pay based on data. This allows marketers to make real-time decisions about the advert they want to deliver to the audience. For example, what audience to reach base on their demographic and behavioural attributes online, on what kind of day, at what scale and what devices.

As a price is pre-agreed between buyers (marketers) and sellers (media), a pro about programmatic advertising is guaranteed impressions - under a negotiated price, inventory from the seller is reserved for that buyer. Inventory is designated for only that buyer at that price. And instead of buying millions of impressions on one single media platform, programmatic advertising allows brands to spread the budget across multiple publishers and media owners, to better target a particular audience segment.

Programmatic advertising services

At Comms8, with our extensive media partner and strategic advertising approach, we could help bring your brands forward via various platforms - listing some of the examples below:

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Google Display Network

Leveraging the extensive network of Google, GDN has over 2 million websites, videos and apps for advertising with a high reach of 90% of internet users. Its advertising perimeters allow brands to showcase particular contexts to particular audiences in specific locations and more.

Premium News Network

A dedicated news-related network, covering top-tier local, national and regional media. Particularly for B2B brands hoping to reach C-suite audiences, decision-makers and industry professionals, as well as expanding new clientele, we would help you reach your niche audiences base on desired targeting perimeters.

Tencent Platforms

Being one of the leading tech companies in China, brands can leverage Tencent Ads to advertise on its popular communications platforms, including WeChat, QQ and Tencent News Mobile, covering 90% of online users in China with over 15 billion daily page views. Aside from location and demographic, brands can reach their niche audience through specific keywords and interests.

Baidu Platforms

Baidu is the most popular search engine in China with over 70% market share - across both desktop and mobile users. With its ability to run in-feed ads and create a brand zone, Baidu is particularly great for B2C brands and offers more than just paid search advertising to reach the target audience. In addition, Baidu has also boosted its ability to obtain industry search insights and a drag-and-drop landing page builder. These features could better capture the audience's behavioural insights to optimise the campaign.

Toutiao Platforms

This popular Chinese news platform is known for its personalised and news aggregation feature built on machine learning and artificial intelligence technology. With a highly active user volume of over 150 million users per day, ads on Toutiao are shown to only the most relevant and interested users. To better engage with audiences, ads on Toutiao looks like other organic news content - a big pro for brands in building awareness and drive traffic to the site.

If you are thinking of starting programmatic advertising on any of the above platforms or looking for suggestions on how to kick start one, message us and our programmatic experts will get in touch!

Client Testimonial

Echo Z - Schneider Electric

“From strategic planning to execution, Comms8's services reflect its highly-rated professionalism and a sense of responsibility.”

Sandra N - Nelson

“We're delighted with the 2x short-term sales impact plus winning the Chair's award at The Drum Digital Advertising Awards 2020. “

Wen J - Nestle

“We have worked with Comms8 for various projects to communicate to Chinese audiences. The team really pays attention to details and very often goes the extra mile to deliver good results.”