Note: This is the first installment of a three-part blog series highlighting The Tombras Group’s media capabilities: Trading Desk, Programmatic TV, and Performance Attribution on Traditional Media.
Over the past twelve months there’s plenty of industry buzz about trading desks. In fact, sophisticated marketers like Unilever, Proctor & Gamble and Mondelez are in the process of shifting up to 75% of their media to a trading desk. The Tombras Group is at the forefront of this trend. Since implementing a proprietary trading desk in early 2014, we’ve been conducting real-time bidding and online programmatic buying in-house.
The positive impact of this development on our clients’ business has been clear:
- Better Targeting – With real time bidding combined with 1st or 3rd party data overlays, we are buying higher quality impressions against our clients core targets with little or no wasted impressions.
- Lower CPM – buying inventory on an open exchange in real time gives our digital team unique leverage, significantly driving down cost.
- Higher Ad Performance – With better targeting and the ability to serve relevant ads to core targets where they are in real time, we see higher ad engagement and conversion data.
In a nutshell, our trading desk gets the right message in front of the right people at the right time – all at lower overall cost, delivering more conversions.
The Tombras Group is a 230-person, full-service advertising agency with a digital mindset. In the brand-building business since 1946, the family-owned agency serves national and global clients. In 2015, Tombras was recognized as Ad Age Small Agency of the Year, and in 2016 it was ranked by Palma Consulting as Independent Agency of the Year. Tombras connects data and creativity for business results. Offices are located in Washington, D.C.; Louisville, Kentucky; Nashville with headquarters in Knoxville, Tennessee. More information: www.tombras.com.