[Opening Scene] 

Susie: Hello and welcome to Pixels and Points! Today, we’ve got a lot of special guests. Let me introduce Matt Nelson, our media director at Redroc. 

Matt: Thanks! And we have Susie Brown, our media buyer and planner extraordinaire. We also have Katie and Carson from Basis, who help us with programmatic advertising. Katie, can you introduce yourself? 

Katie: Sure! I’m the Customer Success Manager for Redroc at Basis, an ad-tech platform. Redroc uses us for programmatic advertising. Today, we’ll cover what programmatic advertising is and some strategies for success. 

Carson: Hi everyone! I’m Carson Bodner, an account lead at Basis. I help with day-to-day questions and support Katie with various tasks. 

Matt: Katie and Carson help us stay current with programmatic trends. Many people in advertising know search or social media like Facebook, but they might not be familiar with streaming or other programmatic options. This session is a great introduction to help people understand what programmatic advertising is. 

[Presentation Begins] 

Katie: Programmatic advertising refers to using technology to automate the buying of ad space in real-time. Instead of manually negotiating ad space, a programmatic platform connects advertisers with ad space across various digital channels. This includes display ads, video, and even streaming platforms. 

Carson: Yes, exactly. Programmatic offers several advantages, including precise audience targeting, real-time optimization, and the ability to access a wide range of media types. It allows for more efficient and effective ad campaigns. 

Katie: For example, if you want to target people who are interested in outdoor activities, programmatic technology can help you reach them across websites, apps, and even smart TVs. 

[Audience Interaction] 

Matt: So for businesses that may know a bit about search or social media but are new to programmatic, what are some of the first steps they should take? 

Katie: The first step is understanding your audience. Programmatic platforms allow you to target based on demographic, behavioral, and contextual data. You can also use first-party data from your website to target people who have already shown interest in your product. 

Carson: Once you know your audience, you can start building your campaign. Programmatic platforms like Basis make it easy to set up, monitor, and optimize campaigns in real-time. 

[Discussion on Challenges and Opportunities] 

Matt: What are some challenges people face when they first start with programmatic advertising? 

Katie: A common challenge is understanding the vast amount of data available. It can be overwhelming at first, but the key is to focus on the metrics that matter most to your goals, like conversion rates or return on ad spend. 

Carson: Another challenge is keeping up with changes in the industry. Programmatic is always evolving, so it’s important to stay updated on new platforms and technologies. 

Matt: Great points. On the flip side, what are some of the biggest opportunities in programmatic right now? 

Katie: One of the biggest opportunities is the ability to reach audiences across multiple channels, including emerging platforms like connected TV (CTV). You can create unified campaigns that span devices and media types, which helps create a seamless brand experience. 

[Conclusion] 

Matt: That’s really insightful. Thanks, Katie and Carson, for breaking it down so clearly. Programmatic can seem complex, but it’s really about using data and technology to make advertising more efficient and effective. 

Katie: Exactly! And remember, the key is to start small, test different strategies, and adjust based on the results. 

Carson: We’re here to help with any questions or challenges as you dive into programmatic. 

Matt: Thanks again! This was a great overview for anyone new to the space, and I’m sure our audience found it valuable. We’ll be back soon with more insights on Pixels and Points!