Programmatic advertising takes the guesswork out of digital ad buying, using automation and real-time data to place your ads in front of the right audience at the right moment.
Unlocking the Power of Programmatic Advertising: An Introduction to DV360 and Hyperlocal Targeting
In today’s digital advertising landscape, staying ahead isn’t just about reaching the right people, it’s about making sure your brand message lands in a relevant and meaningful way. That’s where The Optimisers’ programmatic advertising solutions come in. By combining the strengths of Google’s DV360 and the precision of Blis hyperlocal targeting, we ensure your ads don’t just get seen; they’re seen by the right audience, in the right place, at the perfect time.
Curious about how this works? Let’s dive into the game-changing benefits of programmatic advertising, the unique capabilities of DV360, and the laser-focused power of hyperlocal targeting to help your brand shine.
What is Programmatic Advertising?
Programmatic advertising automates buying and selling digital ad space, replacing the old manual negotiations with website publishers. Instead of reaching out to individual sites, brands can connect with audiences across thousands of platforms in seconds.
It uses data-driven insights to target consumers precisely, with AI managing the bidding based on your budget and goals. It’s not just about buying space – it’s about reaching the right audience, reducing wasted spend on unseen ads.
Programmatic can sound scary, but it’s just a simple concept caught up in a bunch of jargon. It’s also not a set-and-forget! It needs close monitoring and tweaking to ensure you’re getting the most out of your spending.
The Optimisers Programmatic Offerings: DV360 and Hyperlocal Targeting
At The Optimisers, we offer two primary programmatic solutions tailored to fit diverse business needs:
1. DV360 – Google’s Programmatic Platform
Google DV360, also known as a demand-side platform (DSP), allows brands to place online ads across Google’s network as well as other inventory, including premium. As one of the most powerful programmatic platforms, DV360 enables The Optimisers to deliver sophisticated audience targeting, high ad viewability, and measurable engagement across display, video, and more. You can read more about why we trust Google’s programmatic platform here.
2. Hyperlocal Targeting – Powered by Blis Technology
For brands looking to reach audiences in specific physical locations, The Optimisers offers hyperlocal targeting using Blis’ geo-powered technology. Hyperlocal ads leverage GPS and other location-based data to target users in precise locations, making it an excellent solution for businesses with brick-and-mortar stores or those looking to increase foot traffic to physical locations. You can explore Blis’ geo-technology and its advantages here.
The Optimisers Precision Framework
Align
Define success, analyse past results, and set key metrics.
Analyse
Understand audience behaviours, explore targeting options, and identify opportunities.
Activate
Test across audiences, placements, and creative formats to optimise performance.
Adapt
Continuously improve through data insights and real-time adjustments.
Key Benefits of Programmatic Advertising with The Optimisers
The Optimisers programmatic services are crafted to maximise the reach and impact of your campaigns. Here’s how we deliver value:
Market-Leading Viewability Rates
High viewability is key to success, ensuring your ads are seen by users, not hidden out of sight. While the global average viewability for desktop ads hovers around 71%, The Optimisers campaigns regularly achieve an impressive 90%–96%. This visibility minimises wasted budget and boosts chances of meaningful engagement. You can learn more about industry standards from Microsoft’s guide on viewability here.
Unmatched Transparency
With The Optimisers, transparency is built-in. Through Google DV360 and Blis, we provide full visibility on where your ads appear. Our thorough whitelisting and blacklisting process ensures ads only show in safe, brand-appropriate environments—protecting your reputation while optimising reach.
Largest Inventory Access
Our Demand Side Platforms [DSPs] offer access to one of the most extensive ad inventories available, covering both Google and non-Google platforms, plus premium sites like NZ Herald, Stuff, and TVNZ+. This wide reach allows The Optimisers to place your ads in high-traffic spots where your audience is most active.
Advanced Measurement and Optimisation
DV360’s advanced measurement tools go beyond basic metrics. The Optimisers uses in-depth engagement metrics to track performance at every stage of the customer journey. This enables us to refine strategies and boost the overall effectiveness of your campaigns, aligning with your business goals.
DV360’s Capabilities: How The Optimisers Utilizes Google’s Programmatic Platform
DV360 empowers us to create smart, data-driven campaigns with advanced targeting, real-time optimisation, and flexible ad formats. Here’s how we make the most of DV360’s capabilities:
Audience Targeting & Lookalike Audiences
DV360 lets us build audiences based on relevant search terms and the URLs from your site and competitors, crafting a custom intent audience with a proven interest in your products. By leveraging first-party data (like email lists or website visitors), we can also create lookalike audiences that closely resemble your existing customers, boosting the chances of reaching high-intent users likely to convert.
Contextual Targeting & Remarketing
With contextual targeting, we position ads within relevant online spaces—such as placing outdoor equipment ads on hiking or travel sites. DV360’s remarketing feature allows us to reconnect with past visitors, enhancing brand recall and encouraging repeat engagement. When these targeting types are overlapped, it allows us to reach the most high-intent audiences browsing in the most relevant content.
Dynamic Ad Formats for Engagement
DV360’s creative tools enable us to run campaigns across display, video, and interactive formats, allowing us to capture audience attention in the most effective ways, from short, engaging videos to immersive interactive ads tailored to your brand.
Hyperlocal Targeting: Engage Local Audiences with Blis
Hyperlocal targeting has transformed how businesses connect with local audiences. Blis’ technology allows The Optimisers to reach users within specific geographic areas, such as neighbourhoods, stores, or popular local attractions. Here’s how hyperlocal targeting works and why it’s beneficial:
Reaching Audiences Where They Are
With hyperlocal targeting, we can reach users in relevant locations. This location-based targeting makes it easy for brands to connect with customers who are already interested in products related to their surroundings, increasing the chance of conversions.
Driving Foot Traffic and Local Engagement
For brands with physical locations, hyperlocal ads are highly effective for driving foot traffic. By reaching users when they’re near your store or one of your retail partners, you increase the likelihood of in-store visits and, ultimately, sales. Hyperlocal campaigns are particularly useful for brands looking to enhance their presence in local markets.
Custom Audiences Based on Physical Location
Blis’ technology also allows The Optimisers to build custom audiences based on physical locations that users frequently visit. For instance, we can create audiences of “Outdoor Enthusiasts” who frequent hiking trails, campgrounds, and parks. This information helps us design campaigns that speak to your ideal customers, right where they’re likely to engage.
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Need Help with Creating Programmatic That Works? Get in touch with The Optimisers!
Hopefully, programmatic sounds a little friendlier now, but it’s still a huge beast! If you’re interested in setting up a programmatic strategy to help you achieve conversions, clicks, customer loyalty, and more, The Optimisers can help! Approaching your next programmatic ad with a strategic plan will maximise impact, connect with the right audience, and deliver results that align with your business goals.
Get expert advice from our programmatic professionals to take your digital marketing to the next level and get your content strategy on track to rank with the best.
