Programmatic buying for the property industry.

14th October, 2020

During the COVID-19 pandemic we have seen a shift in consumer behaviour, with people spending more time online than ever before. Podcast listening is up 15%, while 35% of Australians have significantly increased the time they spend on their mobile phones and connected TV sources since the global pandemic began.

Therefore, to continue reaching targeted audiences, we have had to adapt and diversify our advertising strategies, introducing new methods of communication. One of the more effective methods we have found is programmatic buying.

Programmatic buying, or programmatic advertising, is the use of automated technology to buy advertising space on websites.

Traditionally, digital advertising requires a lot of manual work, but programmatic buying takes advantage of machine learning technology so that you can achieve consistently better results without increased labour.


How does programmatic buying work?

Programmatic buying utilises data insights and algorithms to serve ads to the right users at the right time, and at the right price. Ads can be shown almost anywhere, from music or podcasting stations on Spotify, to news websites like theage.com.au, popular forums like Reddit and even the rapidly growing platform of catch up TV, with channels like 7Plus, 9Now or 10Play.

These ads can be served as display images, short-form videos on websites or even audio snippets in between songs.

The main benefit of using programmatic buying is that it can target active property searchers on whatever websites or platforms they are consuming content on. It doesn’t rely on them searching for property on property specific portals like realestate.com.au. Wherever your target audience goes online, programmatic buying will ensure your ad is shown to them.

The automated process of programmatic buying guarantees speed and efficiency that is unmatched by traditional media buying. With Australians spending more and more time online, reaching them in that space has never been more important and that’s why programmatic can be such an important part of your advertising strategy.

To learn more about this service and discuss whether it’s the right fit for your business, call Ant Bray on 0407 850 603 or email at anthony@tomorrowagency.com.au.