Generate More Impressions
Written by: James Nash, Creative Director
Published: March 30th, 2017
As an advertiser, perhaps the biggest challenge you may face is reaching your target audience, making sure that the brilliant creative you and your team put blood, sweat, and tears into the wee hours of the morning to perfect receives both the quality, and quantity of impressions that it deserves.
For many marketers, a private marketplace (or PMP) is the ideal solution to this problem, but of course, like all good solutions, it comes with a price.
But what exactly is a PMP?
PMPs are closed exchanges where publishers grant advertisers special access—at a higher price—to prime ad placement next to their best, most popular content, as well as their most engaging and immersive formats.
However, these exclusive “clubs” aren’t open to just any old agency. Publishers only grant access to those that meet a certain set of standards. Poor quality creative won’t make the cut. The creative needs to be top notch, can’t be distracting or invasive, and the page it’s hosted on needs to look clean and cohesive, even after the ads are placed into the mix.
This arrangement benefits both parties.
Advertisers get to see their ads sitting next to high caliber content, and can rest assured knowing they will likely generate quality impressions.
By selling this prime “real estate” at a higher price, the publishers can guarantee significant ad revenue, and they can be sure that the quality of the ads is on par with the quality of their own content.
So? Is a PMP the solution to your impression woes? That depends.
PMPs are your best bet when you’re aiming to raise brand awareness and recognition within a particular market segment, as you can purchase ad space from publishers that also cater to your target audience. This kind of pinpoint accuracy easily justifies the increase in price.
If direct response is your goal, however, you may be better off purchasing ad space on the open exchange.
And if you do opt to purchase ad space through a PMP, it’s better to act sooner rather than later; the first PMPs came into existence in 2011, and since then the market has done nothing but grow—fast.
According to Digiday, buyers spent $670 million on PMP exchanges in 2014, and are projected to spend over $2.86 billion worldwide.
The reason for this rapid growth is the fact that PMPs are a safe investment. “You know what you’re getting, and you have a lot of control,” says Paul Bannister, evp of Café Media, and PMP expert. “It’s where publishers are putting their best inventory so brands are going to be there.”
Clearly, PMPs are here to stay, and if you’re reading this, then consider yourself ahead of the curve. Securing the exclusive real estate that PMPs have to offer may be your best bet to pull ahead of your competitors.