325 AGENCY / PROGRAMMATIC ADVERTISING

Smart
Targeting.
Better Reach.

Programmatic advertising combines audience data, location, behavior and digital media to help put your message in front of the people most likely to matter to your business.

YOUR
AUDIENCE
SMART AUDIENCE TARGETING
THE PROGRAMMATIC TOOLBOX

Different tools.
One smart strategy.

Programmatic advertising includes dozens of technologies and tactics. We've organized the major tools into four straightforward groups so you can quickly see where each fits.

01 / WATCH + LISTEN

Streaming
& Video

Reach audiences through connected television, online video and streaming audio.

02 / WHO

Audience
Targeting

Target by demographics, interests, behaviors, content and intent.

03 / WHERE

Location
Intelligence

Build campaigns around geographic markets and relevant real-world locations.

04 / ACTION

Retargeting
& Conversion

Reconnect with interested consumers and measure what happens after exposure.

OUR PROGRAMMATIC SERVICES

Choose the right tool
for the objective.

Filter the services below to explore different ways programmatic advertising can find, reach and reconnect with potential customers.

TV

TV / CTV / OTT Advertising

Deliver high-impact video advertising through internet-connected televisions and streaming environments while using audience targeting to improve who sees it.

BEST FOR: AWARENESS + HIGH-IMPACT VIDEO
Rather than relying solely on television programming, programmatic CTV can use audience and household data to help determine which viewers receive an advertisement.
▶

Online Video

Extend video advertising across websites, apps, phones, tablets and digital video environments.

BEST FOR: VIDEO REACH + STORYTELLING
Online video creates additional opportunities to reach audiences beyond the television screen.
PT

Performance TV

Combine television-style video advertising with digital measurement and performance objectives.

BEST FOR: VIDEO + PERFORMANCE
Streaming delivery can be combined with digital measurement to better understand actions occurring after advertising exposure.
♪

Streaming Audio

Reach listeners through streaming music, digital radio and podcast environments.

BEST FOR: FREQUENCY + MOBILE AUDIENCES
Audio campaigns can combine geographic, demographic and audience targeting while consumers listen throughout the day.
AD

Programmatic Display

Deliver visual advertising across websites and apps using automated media buying and audience targeting.

BEST FOR: REACH + FREQUENCY
Display advertising helps create repeated brand exposure across desktop, tablet and mobile environments.
ID

Demographic Targeting

Focus campaigns around available demographic and household characteristics relevant to your audience.

BEST FOR: DEFINED CUSTOMER PROFILES
Instead of reaching an entire market, a campaign can focus delivery toward audience segments matching defined customer characteristics.
◎

Behavioral Targeting

Build audiences using digital behaviors and interests that may indicate relevance to your product or service.

BEST FOR: INTEREST-BASED AUDIENCES
Campaigns can focus on audience segments associated with particular interests, behaviors or purchasing categories.
CTX

Contextual Targeting

Place advertising alongside content relevant to the product, service or audience you're trying to reach.

BEST FOR: CONTENT RELEVANCE
An advertiser can prioritize placements around digital content categories relevant to its customer.
1:1

Addressable Advertising

Use qualified audience or customer data to create more precisely defined advertising audiences.

BEST FOR: PRECISION AUDIENCES
Addressable strategies can use privacy-conscious audience matching to activate qualified audiences across compatible digital channels.
⌖

Geofencing

Create virtual geographic boundaries around relevant real-world locations to help build or activate audiences.

BEST FOR: LOCAL + EVENT STRATEGIES
Potential locations can include business districts, event venues, retail areas, trade shows and other locations relevant to the campaign.
↻

Geo-Retargeting

Continue reaching qualified audiences after a relevant real-world location visit.

BEST FOR: LOCATION INTENT + FOLLOW-UP
A campaign can build an audience from qualifying location activity and continue reaching that audience through compatible digital media.
GV

Geo Video

Combine location intelligence with video creative for geographically relevant campaigns.

BEST FOR: LOCAL VIDEO
Location-based audience strategies can be paired with video advertising for a more focused local campaign.
→

Foot Traffic Attribution

Use location data to help evaluate whether advertising exposure is associated with physical location visits.

BEST FOR: RETAIL + PHYSICAL LOCATIONS
For businesses where an in-person visit matters, foot-traffic measurement can add another layer beyond clicks and website activity.
↺

Site Retargeting

Reconnect with people who previously visited your website but haven't yet taken the desired action.

BEST FOR: WARM PROSPECTS + CONVERSION
A tracking tag can help create an audience from website visitors so compatible advertising can continue reaching them.
⌕

Search Keyword Targeting

Build audiences around relevant recent search activity associated with your products or services.

BEST FOR: ACTIVE INTENT
Search activity can provide an intent signal that helps create audiences for advertising beyond the original search environment.
@

Enhanced Email

Use email as part of a broader digital strategy to communicate directly with qualified audiences.

BEST FOR: DIRECT RESPONSE + FOLLOW-UP
Email can complement display, video and retargeting by adding another direct communication channel.
</>

Conversion Tracking

Track defined website actions following advertising exposure to better understand campaign activity.

BEST FOR: MEASUREMENT
Depending on configuration, measurable actions may include site visits, landing-page activity, form submissions and other defined events.
▥

Campaign Reporting

Bring delivery, audience and available performance information together in a clearer campaign view.

BEST FOR: ACCOUNTABILITY + OPTIMIZATION
Reporting helps evaluate impressions, clicks, delivery and available conversion signals throughout the campaign.
INTERACTIVE CAMPAIGN BUILDER

Build it.
Adjust it.
See the numbers.

Choose the campaign objective, adjust the media budget and campaign assumptions, and watch the estimates change in real time.

01 / Choose Your Objective
02 / Adjust the Campaign

Campaign Controls

Move the controls and the estimated campaign numbers will update automatically.

$1K $10K $25K $50K
$10 $29 $60
1x 4x 8x 12x
7 Days 30 Days 60 Days 90 Days
LIVE CAMPAIGN ESTIMATE

Your Campaign at a Glance

Media Budget
$5,000
Selected media investment
Estimated CPM
$29.00
Cost per thousand impressions
Estimated Impressions
172,414
Estimated ad deliveries
Estimated Reach*
43,103
Based on selected frequency
Frequency
4.0x
Average estimated exposures
Daily Media Budget
$167
Based on campaign duration
RECOMMENDED MIX

Build Reach Across Multiple Screens

Combine high-impact streaming video with supporting online video, display and audio to build reach and frequency.

Connected TV Online Video Streaming Audio Display Audience Targeting

Example Media Allocation

The allocation changes automatically based on the primary campaign objective selected above.

Connected TV
$2,250
Online Video
$1,250
Display
$1,000
Streaming Audio
$500
YOUR CURRENT BUILD

Campaign Snapshot

This planning tool provides illustrative estimates. Actual CPMs, inventory, audience availability, reach, frequency and campaign performance can vary by market, publisher, targeting and inventory.

Objective
Build Awareness
Budget
$5,000
Creative
:15 Video
Audience
Demographic + Behavioral
Duration
30 Days
HOW IT COMES TOGETHER

From audience
to action.

The technology behind programmatic can be complicated. The campaign strategy should be much easier to understand.

01

Define

Identify the business objective, market and customer you're trying to reach.

02

Target

Use appropriate audience, location, contextual or intent signals.

03

Deliver

Reach the audience through CTV, video, audio, display and other appropriate channels.

04

Optimize

Review campaign delivery and available performance signals as the campaign develops.

PROGRAMMATIC IN PLAIN ENGLISH

Skip the jargon.

Click a term for a quick explanation.

Connected TV. Television content viewed through an internet-connected television or streaming device.
Over-the-top media. Video delivered over the internet rather than solely through traditional cable or satellite.
Cost per thousand impressions. At a $29 CPM, approximately $29 in media cost represents 1,000 impressions.
One recorded delivery of an advertisement.
An estimate of the number of different audience members exposed to a campaign. Reach is different from total impressions.
The average number of estimated advertising exposures per reached audience member.
A virtual geographic boundary used as part of a location-based advertising strategy.
Advertising designed to reconnect with people after they've demonstrated a relevant signal, such as visiting a website.
Technology-assisted buying and delivery of digital advertising using defined targeting and campaign rules.
Methods used to help understand whether advertising exposure may be associated with a later action.

Smarter targeting.
Better use of the budget.

325 Agency brings audience strategy, media and creative together to build campaigns around the people your business actually wants to reach.

Let's Build Your Campaign