Dominate Your Audience’s Digital Experience
The power of programmatic is its omnichannel nature. In today’s digital marketplace, brands can advertise on a range of platforms and channels. Programmatic advertising allows you to target audiences perfect for your product, as you use advanced targeting to reach your niche user across various touchpoints. With the help of Vine Digital, you can create holistic customer journeys which lead to increased conversions and brand awareness with relevant audiences.
70% of all digital display ads were programmatic in 2021, and businesses spent almost AUD$42.9 billion on programmatic advertising placement. So what makes it so popular? Programmatic gives your campaigns a laser focus, targeting profiles based on interests, demographics, browser histories and shopping habits. Whether you’re a digital bank needing to target women under 30 with an BNPL account, or a hospital targeting over 55’s in a metropolitan area, Vine Digital’s specialists can help you make it personal.
Our specialists are always on the lookout for new publishers, with premium inventory relevant to your niche. This gives you a greater selection of platforms, so you can serve your ads to the right audience at the right time—resulting in better forecasting and results, in an increasingly cluttered marketplace.
Programmatic & Media Buying for Health Brands
Programmatic advertising is typically underutilised in the health and pharmaceutical space, with the industry only accounting for 1.7% of programmatic ad spend. With a programmatic strategy and the support of an expert, you can become a trailblazer in the industry—beating out your competitors as you increase your market share across channels. At Vine Digital, we understand the intricacies of creating programmatic strategies for health businesses. As a specialist agency who understands the regulatory environment, we are passionate about helping our partners stand out with clever and efficient programmatic campaigns.
WHAT WE’VE ACHIEVED FOR OUR HEALTH & FINTECH CLIENTs
$ 1.3 BILLION
revenue generated for paid media clients
$ 1.3 MILLION
clicks driven via paid media
increase in paid media CTR in last financial year
Our Programmatic & Media Buying Strategy
For years, Vine Digital’s team of international experts have been refining their programmatic advertising strategies. Here’s how we’ve implemented successful campaigns for some of the world’s leading players in the health and fintech fields.
Step 1 Account Audit
Step 2 Set Up
Step 3 Monitoring
Step 4 Optimisations
Step 5 Reporting
We conduct a thorough audit of your current paid media accounts. This is to understand what you have done in the past, including what’s worked for you and where there may be opportunities for improvement. If you haven’t got an account, don’t worry: we will set one up for you.
The set-up process draws on details from the account audit. We conduct further audience targeting research to collect behavioural, demographic, third party, contextual and location data. Based on this, our specialists formulate a strategy to meet your goals within your budget. Once we have the strategy confirmed, we build your campaign including GIF or image content.
Once the campaign is live and running, we begin monitoring the results through conversion tracking. This allows us to better understand your audience and their online behaviour, as well as further highlighting any barriers in the customer journey.
At Vine Digital, our specialists are bold in their tactics and testing. In the fast-paced arena of programmatic, we’re always ready to learn where we can capitalise, and where we can improve. We’re always striving to improve the performance of your campaigns by first understanding the data.
Each month, we provide a detailed report on the results of the campaign—and meet with you to unpack this and hear your feedback. This includes tracking of key metrics and trends over time, which further informs our bidding strategy going forward.
Custom Programmatic Advertising Services
Our paid advertising expertise reaches far and wide; we’re constantly growing and deepening our service offering. Check out some of the custom paid strategies that Vine Digital offers.
You’ve created a programmatic media buying strategy; you’ve paid for the user’s click; and you’ve lost them at the finish line. As a Vine Digital partner, this will never happen. Our specialists are masters of conversion, drawing on data and expertise to produce effective landing pages designed to win conversions.
As programmatic advertising skyrockets in popularity, so does the number of display banner ads vying for the user’s attention. Our experts have a deep understanding of the programmatic marketplace—and know how to innovate when it comes to static and HTML5 banner creation.
Videos make up about 82% of all consumer demand—with 72% of B2C brands planning to invest in video in 2022. With video, you can spread your brand message across YouTube and other platforms. Vine Digital’s specialists are here to help you execute with impact, from concept through to production and distribution.
Ad creatives play a key role in programmatic results. In a creative analysis, our specialists will ascertain which parts of the content have caused certain results: with the goal of amplifying the creatives that consumers respond to the most.
In programmatic advertising, A/B testing is invaluable. By testing different aspects of your campaign, you can better understand how to market to your niche. From running different ad creatives to tone and messaging, A/B testing can give you data worth its weight in gold.
Audience data sets programmatic advertising apart from other channels. With the help of our specialists, you can harness the power of this data to target relevant audience segments with your ads. Maximise brand awareness with an audience analysis today.
If a customer has visited your website or left something in their cart, there’s still a way to reach them! Retargeting allows you to build a pool of users, who you can target across channels and platforms with custom ads.
Placement is important when it comes to programmatic advertising. With an in-depth analysis of ad placement and website inventory, you can rest assured that your campaigns are appearing before the right people, in the right place.
The world of programmatic advertising is fast-moving: it’s essential to stay ahead of the curve. To help you do just this, our specialists will conduct an in-depth investigation: analysing other brands who compete for a share of your audience’s attention.
Paid Media Strategy
Vine Digital takes a holistic approach to paid media strategies, whether you’d like to focus on one platform or multiple channels. Not only does this help you achieve your specific business objectives much faster: you can amplify your brand’s USPs with custom messaging and targeting.
Not seeing results from your campaigns? Our data analysts can help you understand why; they’ll dive into the data to discover what’s working, and what’s not. Conversion tracking is the engine behind all successful programmatic strategies – as it maximises clicks and sales.
Why Partner With Us?
Here’s why our clients continue to work with us.
Our experts understand your industry’s landscape and regulations, and know how to rank for industry relevant topics.
We’re forever refining our internal systems and processes, using bespoke workflow tools to ensure a superior product.
Every health and fintech business has its own needs and goals, and your strategies should reflect that.
Our strategists are constantly upskilling and staying on top of the latest shifts in the digital market.
Our Clients Are Our Partners
We want you to be so impressed with your results, you’ll want to continue working with us.
Transparency Every Step of the Way
We empower our clients with knowledge, so you can have as much insight on your strategy as you’d like.
Client Success Stories
increase in leads
LexisNexis is a global data analytics company. Servicing over 175 countries worldwide, LexisNexis wanted to reach business audiences through paid search and programmatic advertising. Vine Digital helped the client achieve a 75% increase in leads. Read more.
increase in organic keyword ranking
Dementia Australia supports people living with dementia and their loved ones. The healthcare niche has rigorous SEO guidelines; with Vine Digital’s help, their website became a valuable traffic source. Read more.
Frequently Asked Questions
If you’ve got questions about programmatic advertising and how we do it at Vine Digital, check out our frequently asked questions below.
What is Programmatic Advertising?
Programmatic advertising is an automated method of buying and selling ad space across devices and platforms. In real-time, advertisers can use programmatic technology to bid on, and purchase ad impressions—all in the time it takes for the user’s page to load. Programmatic ads can appear on TV, radio, streaming services, billboards and display ads, as well as Snapchat, TikTok, YouTube and more. While traditional advertising saw marketing managers needing to contact these individual publishers to propose and negotiate ad placements and prices, programmatic has replaced this practice, by placing all available advertising space in one automated marketplace.
How Does Programmatic Advertising Work?
Programmatic is a form of paid advertising that uses an auction exchange to navigate supply and demand. What this means is there are two stakeholders: publishers who sell ad space on their websites or devices, and advertisers who want to buy ad space.
For advertisers, campaign goals, time slots, audience data and budget is added to the backend of the demand side platform. Programmatic advertising companies like Vine Digital can help you set bids and ad spend limits, and target certain audiences with the help of AI.
Here’s a rundown of what happens in the space of a few milliseconds, as an end user clicks on a webpage and waits for it to load:
1. The click sends a notification to the ad exchange, telling the server that there’s an available ad slot.
2. The ad server notifies the supply side platform of a potential buyer, unless a guaranteed buy has been secured.
3. All the advertisers bid in an ongoing auction to purchase the ad slot (via the demand side platform).
4. The algorithm determines whether your ad “wins” the space—based on your budget and other data. If you win the action, your ad is displayed where it will receive the most engagement.
What Is RTB?
RTB stands for Real Time Bidding: the process of buying ad space is real-time. Algorithms use RTB to automate your purchase, based on preset parameters on placement, ad space and more.
What Is The Difference Between Remarketing And Retargeting?
The two terms are often confused, as they have similar purposes. However, they achieve these goals in different ways. Retargeting automatically targets users who have interacted with your business online in the past. Relying on cookies, retargeted ads are placed by third-parties—and can occur across the Google Display Network and programmatic advertising locations. Remarketing, however, usually takes the forms of emails.
What Are The Benefits Of Programmatic Advertising?
If you haven’t moved into the programmatic space, you’re likely falling behind your competitors and as a result, missing out on many potential customers. Programmatic digital ads are becoming more and more common, and there’s a good reason many businesses (including your competitors) are jumping on the bandwagon:
- It’s much more cost effective than traditional methods because it’s based on supply and demand.
- You can account for multiple channels, devices and mediums simultaneously and build widespread brand awareness.
- You can set more targeted parameters to ensure you’re reaching the right users.
What’s The Difference Between PPC And Programmatic Advertising? Which Should I Use?
Both are digital advertising strategies, but they work differently. PPC involves bidding on keywords for ad placements in search results (Google Ads) and other locations on Google’s Display Network. It’s a great way of building traffic to your website. Programmatic, on the other hand, enables you to buy advertising space across the web, driving brand awareness at scale. The location of your programmatic ads will depend on what the demand side platform offers.
These two methods work best together as a holistic paid media strategy, as you can target users through all stages of the buying funnel. Vine Digital uniquely offers both services in-house. This means we can help you build a complete paid media strategy and streamline your paid marketing efforts.
How Long Does It Take To See Results?
Every programmatic advertising strategy is different; the time it takes to see results will depend on the goals you’ve set for the campaign. As the AI spends approximately five days in learning mode before the project launch, you’ll likely see increased traffic and clicks to your site after one to two weeks. For an impact on conversions, results generally surface after about a month.