Display ads seemed to lose with Pay Per Click (PPC) ads as the click-through rate (CTR) decreased. However, clicks are not the only goal of display campaigns, which also bring positive effects in the process of building brand awareness (branding). In addition, retargeting and an even more innovative Real-Time Bidding (RTB) model, which is an improved form of exposure advertising, contributes to the revival of this type of online advertising.
RTB – Real-Time Bidding. Auction model quite often used in online advertising. It involves conducting auctions in real time – through algorithms. When you want your ad to appear – the advertiser begins the auction, which ends with the victory of the specific ad and displaying it to the user. Algorithms in the auction usually take into account many factors – not only those related to the advertiser’s proposed rate, but also historical CTRs (click through rate), ad relevance (how much it matches the Content of the page) or user search, and the quality of the landing page – i. e. which the user is redirected to after clicking on the ad.
Along with using the RTB model, you implement advertising campaigns that affect the achievement of your business goals. As part of the activities, you can run retargeting campaigns tailored to the preferences of potential customers. Thanks to that you will focus on the most important group of customers who are willing to buy (e-commerce). This medium will allow you to develop your brand by creating image and sales campaigns.
In addition to the advertising space (RTB) model itself, Audience Targeting, which is associated with it, gives the Advertiser the opportunity to reach the right Users with the right advertising message at a specific time and place, which is undoubtedly the great advantage of Real-Time Bidding. Understanding the capabilities and limitations of individual RTB platforms and targeting options allows you to choose the Optimal emission parameters for your campaigns.
RTB advertising is a mutual benefit for both the advertiser and the owner of the advertising space. The advantages of this system from the publisher’s point of view are low campaign costs, as well as convenience for people providing advertising space, because this ad doesn’t require constant changes to the code added on the page. The advertiser gains a new space where his advertisement can be displayed, and the owner of the page has the option of using space that was not previously advertised.
For RTB advertisers, it is possible to customize the project to the recipient, but also a chance to promote without restrictions on thousands of websites and precisely reach those who are interested. Another benefit for the advertiser is the low cost. It depends on the market, format Popularity and user profile. It’s the publisher who sets the minimum amount for displaying the ad. Ad providers, on the other hand, propose the maximum bid they can offer for the given advertising space.