Examples of Programmatic Advertising and How They Work

Programmatic advertising has transformed how businesses and brands get in front of their target audiences, making ad buying more automated, efficient, and data-driven. But what, really, is it, and how can you use it to execute successful campaigns? This article goes to the heart of programmatic advertising, giving examples, definitions, and a look at some of the strategies employed and what it means to marketers and advertising professionals.

Whether you are new to programmatic advertising or just need more transparency and one-on-one attention behind the technology, this session will provide real insights into how to harness this technology for advertising success.

What is Programmatic Advertising?

Before we get into some examples, it’s important to understand what programmatic advertising is. Programmatic advertising is the process of buying and selling ad space on digital platforms, using advanced algorithms and data to make instantaneous decisions about who to show an ad to and when. This technology makes it possible to pick out exactly which users you want to serve adverts to, allowing for unprecedented ad spend efficiencies and increased ROI.

Without the need for back-and-forth haggling, common with buying ads the old-school way, programmatic advertising relies on places called demand-side platforms (DSPs). These platforms determine where your ads will be shown to target demographics, behaviors, and even real-time context.

Take, for example, a fitness and apparel company that wants to target health enthusiasts who look for gym equipment online. Programmatic advertising would use algorithms to analyze user behavior and serve the ad when those potential customers surf the web.

Why Programmatic Advertising Matters

Programmatic advertising represents the future of marketing because it:

• Saves time and effort through automation.
• Improves accuracy in reaching target audiences.
• Optimizes ad spend by minimizing guesswork.
• Scales effectively across multiple platforms and devices.
• Leverages real-time adjustments for better campaign performance.

Now, to understand programmatic advertising, it helps to see it in action. Below are real-world examples of how brands are using programmatic advertising to achieve impressive results.

Real-Life Examples of Programmatic Advertising

1. Retargeting with Precision

Example: Amazon

Amazon is a master of programmatic advertising, especially when it comes to retargeting. Ever browsed a product on Amazon without purchasing it, only to see ads for that exact product follow you across the web? That’s retargeting in action.

Amazon uses programmatic advertising to display relevant ads to users after they visit the site. The company pairs behavioral data with programmatic platforms to re-engage users, increasing the likelihood of a purchase.

Why it works:

• It creates a sense of familiarity and reduces the user’s decision-making time.
• By retargeting visitors, Amazon significantly improves its cart abandonment recovery rate.

Takeaway:

Marketers can harness retargeting for their ads by identifying website visitors and using programmatic ad placements to keep their products top of mind.

2. Hyper-Personalized Ads

Example: Spotify’s Wrapped Campaign

Spotify leverages programmatic advertising to power its widely popular “Wrapped” campaign each year. The campaign uses user data to deliver personalized experiences, showcasing favorite songs, artists, and genres from the year. These ads are rolled out across social media, display networks, and even traditional placements like billboards, with personalized content for specific audience segments.

Why it works:

• Personalization builds stronger emotional connections with users.
• Data-driven insights ensure relevancy, fostering higher engagement levels.

Takeaway:

For brands beyond music streaming, personalization can be an incredible tool. Use programmatic advertising to cater directly to your customers’ interests and habits.

3. Real-Time Bidding for Increased Reach

Example: Coca-Cola’s Summer Campaign

Coca-Cola utilized programmatic advertising to launch a massive campaign targeting teens and young adults during the summer. Leveraging real-time bidding (RTB), Coca-Cola used weather-based triggers to showcase specific ads when local conditions matched campaign criteria (e.g., sunny weather). The ads would display banners like “Hot out? Time for a Coke!”

Why it works:

• Real-time data ensured that ads were contextually relevant.
• By combining programmatic advertising with RTB, Coca-Cola could hyper-target audiences based on exact conditions.

Takeaway:

Programmatic advertising combined with real-time bidding ensures your campaigns appear in the right place, at the right time, for the right user.

4. Cross-Channel Reach

Example: Nike’s Video Display Ads

Nike’s programmatic campaigns focus on delivering consistent branding across multiple platforms. From mobile ads to desktop displays and video ads, Nike uses programmatic platforms to buy and place inventory across high-traffic sites, ensuring visibility among its target demographic.

Their use of sequential storytelling plays a vital role in the campaign. For example, a user might see a short teaser video on Instagram, followed by more in-depth storytelling on YouTube, and then a conversion-driven CTA on the Google Display Network.

Why it works:

• Consistent messaging across platforms reinforces brand authority.
• Cross-device targeting allows Nike to engage users at different stages of the customer journey.

Takeaway:

Programmatic advertising is versatile, allowing you to tell a story across platforms without losing your brand voice.

5. Localized Advertising

Example: McDonald’s Dynamic Billboards

McDonald’s adopted programmatic digital out-of-home (DOOH) advertising to display menu offerings tailored to the weather and location. For instance, on rainy days, billboard ads showcased steaming cups of coffee, while sunny days featured ice-cold McFlurries. These ads were timed perfectly for peak meal hours, maximizing impact.

Why it works:

• Weather- and location-based targeting made ads more relatable and actionable.
• Programmatic DOOH platforms optimize ad delivery to the right targets at the right moments.

Takeaway:

Pair programmatic advertising with geolocation data to run highly localized, hyper-relevant campaigns.

How to Start Using Programmatic Advertising

Convinced of its power? Here’s a basic roadmap to get started with programmatic advertising:

1. Set Clear Goals:

Define what you’re looking to achieve, whether it’s brand awareness, lead generation, or higher conversions.

2. Identify Your Audience:

Use demographic, behavioral, and psychographic data to determine who your ads should reach.

3. Choose the Right Platforms:

Partner with trusted DSPs like Google Display & Video 360, The Trade Desk, or Amazon DSP.

4. Leverage Data:

Use AI-driven insights to inform ad placement, timing, and creative decisions.

5. Measure and Optimize:

Monitor campaign performance through analytics tools and make adjustments to maximize ROI.

6. Experiment:

Try different ad formats and strategies like retargeting, video ads, and storytelling.

Elevate Your Advertising with Programmatic Tools

Programmatic advertising is no longer just a buzzword; it’s a must for businesses aiming to stay ahead in the fast-evolving digital space. By leveraging examples like Nike, Spotify, and Coca-Cola, you can see how programmatic technology elevates marketing campaigns, improves audience engagement, and drives measurable results.

If you’re ready to enhance your advertising efforts, start exploring a programmatic DSP today. The future of marketing is here, and it’s automated, data-driven, and incredibly effective.