Firm highlights potential of automated media buying system

To reach more audience, reduce cost per acquisition and lower cost per engagement, advertising experts in Nigeria have identified Programmatic Media Buying as an effective way to achieve results.

This is in line with research data recently released by research firm, eMarketer, which stated that automated selling and buying of digital advertising space more than tripled last year and is set to grow by over 60 per cent this year.  

Using the media buying system, campaigns carried out with renowned brands such as Coca-Cola, Orijin and First Bank by ARC, real-time advertising specialists headquartered in the UK with presence in Nigeria, working with Sponge Limited, showed its immense relevance in massive reach, reduction in cost per acquisition, and lowered cost per engagement, among others.
 
According to Oti Ukubeyinje, Media Director at Sponge, “By working with ARC on this venture, we have been able to target specific users with relevant messaging based on their interests, location and intent, all in real time using the right creative”.
 
Automated or programmatic advertising selling is described as becoming a major part of how ad space is bought and sold.