Lowering costs and increasing efficiency with Adform

In May of last year we made a strategic decision to enter into an exclusive partnership with Adform, a global programmatic advertising technology company (read more about this here). Programmatic advertising has been a staple in our product offering for years, as it is a great way to create visibility and brand awareness by displaying your brand in national and regional newspapers and popular websites.

Programmatic advertising is a way of buying and selling online ads using automated technology. By automating the bidding and buying process of ads, it allows us to bid and win an auction for ads in milliseconds. By leveraging data based on user behaviour, preferences and past interaction with ads, advertisers can target their ads very precisely.

In short, programmatic advertising uses technology to buy and place ads online more efficiently and effectively than traditional methods, allowing advertisers to reach the right audience at the right time with the right message.

Our goal when opting for Adform as our main partner for programmatic advertising was to better serve our clients in the real estate market with exclusive access to advanced audience targeting and real-time optimization in a compliant way. By leveraging the cutting-edge technology and innovative solutions that Adform offers, we are able to optimize our ad placements, and enhance the targeting precision of our campaigns. As a result, we have been able to reduce our marketing costs and improve overall results.

A year into the partnership we have fully integrated Adform's technology and tools into our marketing strategies. One of the most notable benefits is a significant reduction in marketing costs. By utilising the advanced algorithms and real-time data analytics available, we have been able to optimize our cost-per-click (CPC) and cost-per-thousand impressions (CPM) metrics. This has allowed us to allocate the budget more effectively, driving maximum value for our clients.

For example, the average CPC dropped 74% for a premium product of one of our largest customers, while we saw a 15% drop in the CPM. These cost savings have enabled us to reinvest in other areas of our campaigns, further enhancing their overall performance and reach.

Lower costs are just one piece of the puzzle. The true measure of success lies in the results. Since partnering with Adform, we have seen impressive improvements across various key performance indicators (KPIs). For one of our clients the click-through rate (CTR) has increased by 217% per campaign and we have more control over unique reach and frequency. These improvements have translated into higher engagement, more people reached and more quality ad placements.

The marketing landscape is constantly evolving, and it is important to stay ahead of the changes and opportunities that arise. Embracing new and advanced technologies is vital to staying ahead of the game. Reducing costs and improving results is a win-win scenario that helps strengthen our relationships with our clients and keep our competitive edge.