Boost online presence and drive results with search advertising

Drive awareness and conversions through social media advertising

Paid Social

Leverage advanced targeting capabilities across smart devices

Increase your brand visibility across top retailers

Retail Media

Maximize visibility and audience engagement through organic search

Target audiences with precision and efficiency across display networks

Programmatic Display

Media

Define and elevate your brand identity, voice and design

Brand Strategy

Futureproof your brand by resonating with diverse audiences

Multicultural Marketing

Marketing strategies based on your audience's behavior to maximize return

Integrated Marketing Planning

Strategy

Derive insights into channels driving the most significant impact

Media Mix Modeling

Understand customers' brand perception and purchasing decisions

Brand Awareness & Preference

Understand customer needs, preferences and behaviors to meet demands

Market Research

Collect, process and store data to inform impactful business decisions

Data Management

Business Intelligence

Bring big ideas to life through strategy, imagination and ingenuity

Creative Concepting

Inspiring design work to help your brand grow

Design

Video content that rivets audiences and compels them to act

Video Production

Creative

Influence, engage and build relationships to influence perception

Public Relations

Partner with personalities who have visibility and trust in your space

Influencer Marketing

Share relevant and valuable content for real time audience engagement 

Social Media Marketing

Create engaging and memorable event experiences

Event Marketing

Communications

Create meaningful and valuable content geared toward target audiences

Content Strategy

Build a reliable flow of content that is relevant for your audience

Content Production

Content Marketing

Maximize your marketing automation platform capabilities

CRM Management

Drive engagement and nurture sales leads through email marketing

Email Marketing

CRM Marketing Automation

Find the technology and database solutions that meet your needs

Web & Mobile Development

Make your site useful, usable, and appealing to your audience

User Experience Design

Bring products to life in ways you never thought possible

Augmented Reality Development

Web UX & Development

What We Do

Marketing Intelligence

Building & Renovation

Solutions

About Us

Our Work

Perspectives

Careers

Active Nav

Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

Columns

BlogArticle

<h2>Benefits of Programmatic Buying</h2>We like to say at Brunner that programmatic buying pushes ads to the right eyeballs at the right time with the right message. Here are the key benefits for advertisers:<ul><li>Efficiency: Programmatic buying helps spend media dollars more efficiently and saves time. With real-time bidding, advertisers can connect with multiple publishers at once, speeding up the process and ultimately placing ads in the right place, faster and with certainty.</li><li>Audience Targeting: Programmatic buying is essentially people-based marketing. Through strategic targeting, advertisers are “buying” access to the person who may be on the website, channel or platform — but they are not buying time on the specific platform. Programmatic allows advertisers to follow their target audiences across multiple channels and tracks audience behavior, including when and how that audience is engaging.</li><li>Data Driven Insights: A huge benefit of programmatic buying is real-time tracking, which provides comprehensive data in real time. That allows advertisers to identify opportunities and pivot quickly if needed. Previously, advertisers had to wait for the data to be provided when the ad buy ended.</li><li>Transparency: In traditional direct buys, advertisers could not see if the ad inventory was performing until after the campaign was over. Once you made the ad buy, you were stuck with it, even if it wasn’t driving the activity that you needed. With programmatic buying, advertisers can see all data in real time and optimize it in real time. That means advertisers can change where, when, to whom and how often ads are served — and how much they want to pay for it. Programmatic advertising offers complete transparency in campaign performance, allowing advertisers to adjust their strategy promptly.</li></ul><h2>Programmatic Buying: The Brunner Difference</h2>Our motto at Brunner is simple: Test. Learn. Optimize.At the start of a new client relationship, the Brunner team runs a test campaign to show each client the impact programmatic buying can deliver. Many Brunner clients have seen such a significant impact from programmatic buying campaigns that they have increased their media spend going forward, and not just for the channels tested. Often, clients see a significant lift not only in OTT (over the top streaming TV) and CTV but also across other channels, including SEO and paid search.The Brunner team continuously strives to ensure we’re using the most efficient, versatile, and cost-effective tools and platforms for our clients. As DSPs evolve, we constantly assess and experiment with alternative options, so we can deliver exceptional outcomes for each client. Every insight we learn — from potential pitfalls to the best tips and tricks — allows the Brunner team to apply those insights to every other campaign, across all our clients.If you’d like to learn what programmatic buying can do for your advertising efforts, we’d love to chat.

Gone are the days when advertisers had to rely on a tedious process of negotiating deals with individual account reps channel by channel, committing to ad buys, and waiting for days to receive data. Now, in a new age of high-tech, data-driven advertising, programmatic buying has emerged as the most strategic and effective solution for savvy marketers to beat the competition and drive business results.Through programmatic buying, advertisers can buy placements in real time through a central, automated platform that can purchase ad time across various channels, networks, and websites. They get real-time results showing exactly what’s working and what’s not. And they have the ability to shift budget on the fly and maximize ROI in ways not possible before.As a top 100 independent agency, Brunner is at the forefront of programmatic buying to deliver maximum impact for clients.At Brunner, we’re not sitting still. We’re agile and and we’re trying to move this industry forward. It’s not just ‘buy it, forget it and set it.’ We chase these audiences across wherever we need to chase them. We have the tools, we find the audience, and we have the results.<h2>What is Programmatic Buying?</h2>Put simply, programmatic buying is the buying and selling of ads in real time through an automated system. These systems, called demand-side-platforms, or DSPs, allow advertisers to place ads across a number of platforms.Programmatic buying took hold in 2013 and has since grown into an essential part of today’s marketing mix for advertisers. In 2021, the United States was the world’s largest programmatic advertising market worldwide at an estimated $167 billion USD, followed by China at $109.5 billion USD and the United Kingdom with $24 billion USD, according to Statista, which projected global programmatic buying to reach $493 billion USD by 2022.

Explore how programmatic buying uses advanced technology and data to manage ad buys in real-time and drive business results.

Programmatic Buying: A Data-Driven Approach to Real-Time Ad Management

Programmatic Buying: The High-tech, Data-driven Way to Manage Ad Buys in Real Time — and Drive Business Results

Programmatic Buying: The High-tech, Data-driven Way to Manage Ad Buys in Real Time — and Drive Business Results

Share to

Good people doing great work for our clients.