Q: What is programmatic advertising? And what impact will it have on Sri Lanka’s digital marketing landscape?

A: Communication activities are being automated in almost all industries in the world.

In its simplest form, programmatic advertising refers to the buying and selling of digital advert space through automated platforms that connect publishers with potential advertisers. It enables the advertiser to make a scientific decision on when, where and what should be advertised based on real-time data.

The opportunity to advance digital advertising is growing in Sri Lanka owing to our higher literacy ratio. As the world moves towards data driven decision making, we too should focus on the strategy of a knowledge-based and technology focussed economy.

As the first programmatic platform in the country, Adstudio.cloud allows ad buyers to channel their marketing campaigns to targeted audiences for exceptional results, while ad sellers generate the maximum out of each ad space.

Q: What are the main reasons why corporates should use programmatic advertising?

A: To add value to the advertising budget. With an enormous quantity of data at your fingertips, you can target viewers with the right message at the right time and location.

Real-time measurement and optimisation allow each ad’s performance to be tracked in real time, eliminating the need to wait weeks to optimise a live campaign. High transparency enables brands to enjoy complete fee transparency, and know exactly where and how much money is being spent.

Contextual targeting offers a seamless and less intrusive way to reach your target audience. Programmatic advertising can reach customers at multiple touchpoints such as mobile, desktop, tablet, in-app, TV and even out of home. The possibilities are endless.

Q: How has your organisation evolved to keep up with market trends/demand?

A: A major challenge advertisers face when using international platforms is the inability to communicate in the local language. As Adstudio.cloud supports local language creatives and ad displays, advertisers will notice a considerable improvement in conversion and call to action rates.

Due to the negative effects of currency fluctuation on advertising, Adstudio.cloud uses local currency for real-time bidding. Brands can discover their best customers and most rewarding marketing campaigns with the Adstudio.cloud programmatic solution.

Our system also allows companies to publish PR articles efficiently across all local websites leveraging our longstanding business relationships with local networks. To meet market demand and consumer trends, our creative studio offers a variety of ad formats, including in-banner video advertisements, gamification adverts, countdown ads and web widgets with the aim of increasing viewership and generating leads.

Q: How can corporate Sri Lanka benefit from making programmatic advertising an invaluable part of its digital marketing strategy?

A: Programmatic advertising technologies are being used globally on a large scale to advance digital markets while markets such as Sri Lanka are still at an early adoption stage.

However, local corporates can benefit from this opportunity to reduce transaction costs related to digital media and leverage consumer data at scale to improve the efficiency of ad campaigns.

Programmatic advertising has been boosted in advanced markets such as the US, the UK, India, China and Australia. This has happened through increased usage by large industry verticals such as consumer packed goods, automobiles and pharmaceuticals, and direct response verticals such as real estate, gaming and education. Locally, we see increased participation by the banking and finance, consumer retail, real estate and education sectors.

Q: How has your industry been impacted by the country’s economic climate and how can Adstudio.cloud support the local economy?

A: Programmatic advertising opened a new portfolio of digital media inventory for local marketers during the pandemic as traditional media outlets faced disruptions.

Due to the nature of digital ad formats and shorter campaign execution times, Adstudio.cloud was able to support local marketers channel their ongoing communications steadily despite the unavailability of traditional outlets such as print.

As Sri Lanka faces significant economic challenges with depleting foreign exchange reserves and depreciation of the rupee, Adstudio.cloud once again rose to the occasion by providing viable advertising solutions for local corporates with rupee bid ad inventory trading.

Q: What is the future of programmatic advertising?

A: Programmatic advertising has the potential to move beyond internet media and impact ad trading mechanisms in other electronically served media categories. Many digitally advanced markets have already begun programmatic television and digital out of home advertising.

However, as the world moves towards a cookie-less era with a focus on privacy regulations, programmatic advertising will use data that corporates already own to deliver personalised and relevant experiences.

In the local context, regulations on privacy and consumer data are yet to be strictly enforced. Another mechanism is to use contextual advertising where the focus is on content rather than personal information. By prioritising privacy-friendly data sources and contextual advertising, corporates can still create exceptional consumer experiences without infringing on privacy.

– Compiled by Avanti Samarasekera

COMPANY DETAILS

Telephone
0706 111200

Email
info@adstudio.cloud

Website
www.adstudio.cloud