Serene Media is a digital marketing agency based in Bedfordshire and have just recently launched a new Programmatic Advertising Platform that allows SME’s to take advantage of this incredibly targeted advertising technique that has until recently only been available to large multi-national companies.
What Is Programmatic Advertising?
Programmatic Advertising is the ability to offer adverts via online ad-space on devices (mobile phones and tablets). It can be highly targeted geographically and demographically and combined with AI bidding, achieves incredible ROI through creative marketing opportunities.
Client: It’s Just Cricket Ltd.
It’s Just Cricket Ltd. is a premium cricket equipment supplier that has a successful eCommerce website and physical store based just five minutes walk from the famous Oval cricket ground, home to Surrey CCC.
Programmatic Advertising Opportunity: 5th Ashes Test England vs Australia 2019
With their physical store only 5 minutes walk away, It’s Just Cricket Ltd. wanted to take advantage of the 25,000 cricket fans visiting The Oval for each day of the Test Match. With such a high volume of their perfect demographic customer in such a confined area nearby, this was the ideal opportunity to trial programmatic advertising.
A virtual circle was drawn around the Oval, 1000 metres in diameter and the advert was set to start at 9:00am and finish at 7:00pm. The adverts were simple, bold and effective with minimum text and a clearly defined message.
The results from the advertising campaign were quite simply incredible. An example from Day 1 of the Test Match can be seen below:
- Impressions: 21,439
- Clicks to Website: 91
- CTR: 0.42%
- Media Spend £48.87
Considering the potential amount of people to see the advert over the course of the Test Match and with a Pay-Per-Click equivalent of £0.53 per click, it is easy to see why marketing savvy companies are starting to prefer Programmatic Advertising to traditional Google PPC.