Programmatic display refers to the automated buying and selling of online advertising space using algorithms and real-time data. Unlike traditional manual negotiations, this method relies primarily on real-time bidding (RTB) to display visual banners to an ultra-targeted audience, at the precise moment when they are most receptive. By connecting publishers’ offers to advertisers’ demand via technological platforms (DSP and SSP), programmatic display optimizes marketing budgets and considerably improves the return on investment (ROI) of digital campaigns.
To better understand this digital acquisition lever, we interviewed antvoice, a programmatic display specialist and Effinity partner. Ludovic Vannier, antvoice’s Salles & Customer Sucess, answers our questions.
Can you tell us about your company and its services?
Since 2017, antvoice has been operating programmatic display campaigns for dozens of advertisers (Maisons du Monde, Floa, Jacadi, Renault, etc.) and agencies with a dual approach, technological and responsible. The aim is to make display (= non-GAMA) a simple, effective and efficient lever, used on a massive scale because it offers a real alternative to GAMA. As an AI expert, we have created our own trading solution (DSP) connected to the main advertising inventories (SSP), which, combined with powerful targeting algorithms, enables us to reach the right people under the best conditions to generate maximum performance. We can operate any strategy (top-of-mind, prospecting, retargeting, loyalty), on any format (video, audio, skins, banners, native) and any device (mobile, desktop) thanks to our automated trading algorithms. On the other hand, we set up advertising campaigns that are as respectful as possible of web surfers (contact if interest only, controlled repetition, etc.) and of our customers’ brands (brand-safe environment, etc.). Ultimately, by offering a global, high-performance display offer, we help our partners optimize their time, the advertising experience and, of course, their investments.
How would you define your role in the conversion/loyalty chain?
Understanding the consumer and his or her needs is key to creating engagement and interest in the brand and its offers. That’s why antvoice’s R&D team has created powerful algorithms to score an Internet user’s intention for a brand or an offer. Then, thanks to trading algorithms, antvoice can create a qualitative and effective advertising experience by mixing different formats to present the brand and its values, then describe its offer.
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
We’ve run a number of campaigns with the Effinity teams, because they’re always on the lookout for innovative yet high-performance solutions.
One example is a major player in the gardening sector, who was looking to combine year-round acquisition with a strong focus on its peak season, spring. We came up with a plan combining year-round prospecting and boosted prospecting + video during the peak season, to work on top of mind and performance!
