In a Viewpoint column, Peadar Drislane suggests how advertisers can maximise the opportunity that programmatic media provides. 

With over 20 years’ experience in the media industry, having worked with a host of global brands as well as some of the biggest media agencies in the UK, Peadar’s expertise covers AV planning and buying in the toys & games and youth markets.

Over this time, he has seen dramatic change in how media agencies operate and how media campaigns are planned and implemented, thanks to the expansion of online media.

“With this level of growth and scale, it can seem a daunting prospect when approaching the online world,” writes Peadar, “but it is the perfect landscape for clients to reach their target audience at a much more granular level.”

He goes on to explain how programmatic media provides the tools to navigate the online space and identify the environments in which to connect with consumers with relevant and targeted advertising.

Seika Media believes that simplicity is key, and Peadar details how the company identifies and vets tens of thousands of domains and curates them into bespoke PMPs (Private Market Places) which can be monitored to maximise the successful outcome of each one.

Seika Media has a choice of self-serve campaigns or a managed service, which the team is happy to provide as an extension of the client’s internal team.

“Programmatic media should be viewed as an integral element in all campaigns,” concludes Peadar, “as it enhances digital footprints by reaching audiences at unprecedented scale.”

To read the full column, which appeared in the November edition of Toy World, click here.

Peadar can be contacted on peadar.drislane@seika.media.