RTÉ Media Sales – Digital and Amnet Ireland have launched Ireland’s first “Programmatic Guaranteed” digital advertising campaign. This media first campaign, for General Motors, was enabled via Google’s Doubleclick Bid Manager (DBM) product.
Programmatic Guaranteed is the latest in a series of new advertising innovations, which RTÉ’s digital division has launched into the marketplace.
Programmatic Guaranteed is a simple and effective method of digital advertising trading. It provides an end-to-end solution for publishers and advertisers to automate direct advertising campaigns. This process allows advertisers to reserve and guarantee a fixed number of impressions at a pre-agreed price in advance. The main benefits to advertisers are efficiency, ease of set-up and campaign management across brand and tactical activity.
According to Gillian Whittal, Opel Ireland, “We want to put a big focus on programmatic buying as it has proved to us already that it is a much more efficient way to buy our desired audience. Getting the chance to run a guaranteed buy on RTÉ gives us an opportunity to leverage their brilliant reach and quality environment while centralising our data. This makes our budget work much harder for us and minimises waste.”
Commenting on the media first, David Lenny, Amnet Ireland said, “Programmatic guaranteed is a landmark moment for media buying teams. It streamlines the buying process and enables advertisers to execute both brand and tactical campaigns from one platform. AMNET Ireland, Dentsu Aegis Network’s programmatic team are delighted to have partnered with RTÉ and DoubleClick on this market first for General Motors. It marks the beginning of how digital campaigns will be planned, booked and implemented in the future.”
David Fogarty, RTÉ Media Sales Digital, adds: “The Programmatic Guaranteed campaign set-up was incredibly straightforward. The troubleshooting and delivery concerns normally associated with a private marketplace deal (PMP) were non-existent. The guarantee on inventory this provides enables us to open up more of our premium inventory to programmatic channels.”