{"id":11698,"date":"2024-08-02T13:06:54","date_gmt":"2024-08-02T18:06:54","guid":{"rendered":"https:\/\/farmjournal.com\/?p=11698"},"modified":"2024-08-13T13:56:41","modified_gmt":"2024-08-13T18:56:41","slug":"blend-programmatic-and-endemic-advertising-to-boost-roi","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/blend-programmatic-and-endemic-advertising-to-boost-roi\/","title":{"rendered":"Blend Programmatic and Endemic Advertising to Boost ROI"},"content":{"rendered":"\n<p>When you\u2019re building an ad campaign, your goal is to achieve as much return on investment as possible. You want clicks. You want attention. You want engagement. So what ad strategy will help achieve these goals?<\/p>\n\n\n\n<p>Some marketers spend time (too much time, unfortunately) choosing between an endemic and a programmatic approach. But, in fact, it\u2019s not an either\/or question. The two approaches can work together.<\/p>\n\n\n\n<p>To briefly review, endemic ads are placed in media that is relevant to the content. Your ag-related message, for example, appears on ag-related sites, like <a href=\"https:\/\/www.drovers.com\/\">drovers.com<\/a>, that your ag-centric audience is most likely to visit. Programmatic ads, on the other hand, are bought and placed in real-time on brand-safe sites your audience visits, whether or not the sites are related to agriculture. Endemic advertising reaches your audience by residing where they\u2019re most likely to go. Programmatic advertising meets them where they are.<\/p>\n\n\n\n<p><strong>Pairing Is Better<\/strong><\/p>\n\n\n\n<p>Our recent studies show that it\u2019s more effective to pair the approaches, using both types of ads, than to rely on only one. By using both endemic and programmatic ads, you reach your audience when they visit contextually relevant sites and also when they visit unrelated sites and social media outlets.<\/p>\n\n\n\n<p>Using both seems logical, right? But we wanted proof. We wanted to measure how each approach worked by itself and how that result compared to using both types.<\/p>\n\n\n\n<p><strong>Programmatic vs. Both. <\/strong>We looked at the CTR (click-through rate) of campaigns using only programmatic ads, and we looked at the CTR of programmatic campaigns that ran both a programmatic ad and an endemic ad. Our study showed that the latter approach \u2014 using both types \u2014 <strong>increased CTR by 8.6%<\/strong>. Using both programmatic and endemic ads was obviously more effective and delivered greater ROI.<\/p>\n\n\n\n<p><strong>Endemic vs. Both. <\/strong>We then did the same study on endemic campaigns. We compared the CTRs of campaigns that only ran endemic ads with endemic campaigns that ran both an endemic ad and a programmatic ad. Using both types of ads <strong>increased CTR by 9.45%<\/strong>.<\/p>\n\n\n\n<p><strong>Numbers in Action<\/strong><\/p>\n\n\n\n<p>Let\u2019s say you\u2019re trying to reach an audience of corn\/soybean growers who are farming 250+ acres in the 12 north-central states. You could run endemic display ads on <a href=\"https:\/\/www.agweb.com\/\">AgWeb.com<\/a> to reach them when they\u2019re consuming ag news. At the same time, you could run programmatic CTV and social media ads to reach them when they\u2019re consuming media for entertainment.<\/p>\n\n\n\n<p>By using this strategy, you\u2019re reaching them when they\u2019re focused on farm topics, and you\u2019re also reaching them even when they\u2019re not. In short, you\u2019re reaching them whenever and wherever they go online, which is a very effective way to ensure your brand message is delivered to the right people at the right time.<\/p>\n\n\n\n<p>So, when you\u2019re creating your next media plan, don\u2019t waste time trying to choose between focusing on endemic or on programmatic ads. Instead, look for ways to effectively use both. When you see increased CTR and ROI, you\u2019ll know you\u2019ve made the right choice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you\u2019re building an ad campaign, your goal is to achieve as much return on investment as possible. You want clicks. You want attention. You want engagement. So what ad strategy will help achieve these goals? Some marketers spend time (too much time, unfortunately) choosing between an endemic and a programmatic approach. But, in fact, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12688,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[103],"tags":[],"post-author":[],"class_list":["post-11698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blend Programmatic and Endemic Advertising to Boost ROI - Farm Journal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.farmjournal.com\/blend-programmatic-and-endemic-advertising-to-boost-roi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blend Programmatic and Endemic Advertising to Boost ROI - Farm Journal\" \/>\n<meta property=\"og:description\" content=\"When you\u2019re building an ad campaign, your goal is to achieve as much return on investment as possible. 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