Programmatic Display

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Programmatic Display

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Programmatic Display | Digital Display Agency London

What is Programmatic Display Advertising?

A quick search for ‘programmatic display advertising’ is likely to leave you with more questions than answers – but as a rapidly growing area, it’s an exciting part of digital marketing that can bring a new level of power to your overall strategy.

In internet marketing days gone by, success with banner display campaigns was something that owed as much to luck as it did a well put together strategy. Programmatic display advertising changes this completely – allowing us to target the right kind of users with relevant adverts based on their circumstances and online behaviour.

There’s no doubt that you’ve seen personalised advertisements on the sites you visit – it’s programmatic advertising that’s put those adverts there. In the fraction of a second it takes to load a webpage into your browser, that site’s advertising platform has referenced it’s bidding system – checking against a series of advertiser requirements. If the person visiting the site meets your profile – they’ll be shown your advert; that is, assuming your bid puts your advert in pole position.

Like many of the other dominant approaches to marketing – programmatic advertising is not a simple concept to master – and if you want to drive meaningful results and significant conversions, you need the right tools and considerable depth of experience.

  • How do you use programmatic advertising to reach the right people?
  • What’s the most effective way to manage real-time bidding systems?
  • How do you effectively monitor campaigns to ensure a meaningful ROI?

At Summon, we’ve been answering the important questions from day one. We know what works – and we know how to make programmatic display advertising have a significant impact as part of your overall digital campaign.

The benefits of Programmatic Display Advertising

Programmatic Display Advertising is quickly establishing itself as an essential part of a successful company’s larger marketing strategy – but what can you reasonably expect to see if you include it as part of yours?

Incredible Reach

At any given moment over 3 billion people are using the internet. In theory, programmatic display advertising gives you potential access to the vast majority of these users.

Paid social, SEO and PPC unquestionably have an essential role to play, but the platforms limit their scope. The reach of programmatic adverts knows no bounds – giving you access to almost unlimited numbers of people over a host of different platforms and devices.

Unrivalled Transparency

Programmatic display advertising offers the kind of insight that is virtually impossible to find anywhere else. We can tell you exactly where your advertisements are being shown, the type of customer who’s looking at them and the associated costs.

With programmatic display, you’re not forced to wait until the end of a campaign to form a solid understanding of what’s worked – you can get a detailed view of performance on a live campaign.

Powerful Targeting and Retargeting Options

There are few platforms that allow the depth of targeting and retargeting that can be obtained through programmatic campaigns. Whether you’re looking to broadly target based on specific geolocations – or focus right down to individual company IP addresses, it’s more than possible – as is focusing on target website categories or particular sites.

Programmatic advertising also gives the opportunity to maintain brand visibility for your audience. Very few customers convert after a single exposure to your advert, so bespoke retargeting campaigns can quickly see your conversion rates soar.


Being able to assess the effectiveness of a campaign immediately helps to improve results. Does something need a quick adjustment? It can be done in real-time, based on real-time information.

If you’re forced to wait for the end of a campaign to make assessments relating to the effectiveness of spend, you’ll potentially find yourself viewing a snapshot of money washed down the drain – but with well managed programmatic campaigns, your hands are always on the controls.

Our Programmatic Display Advertising services

Programmatic Consultancy

It doesn’t matter where your in-house programmatic advertising knowledge is currently, we can either step in and assist, or take full control – whichever suits your business. Whatever the basis for our partnership, we’ll build a detailed understanding of you, your company, your industry – and the results you want. With this information, we’ll create an actionable and plain-English plan that will deliver what you require.


With an almost infinite audience, programmatic display could see your budget disappear quickly – with little or nothing to show for your effort and spend. Instead of hoping for the best, we’ll build a detailed picture of your target audience, their behaviour and where we’ll find them.

Advert and Landing Page Design

With an enormous amount of effort going on making sure we drive the right kind of traffic in your direction, it’s vital that the information they reach is the very best it can be. We’ll help you create the kind of adverts and landing pages that will drive your conversions in the right direction.

Analysis and Reporting

Programmatic adverts are not something that can be set and left to look after themselves – no matter how strong our foundation knowledge is. We’ll use real-time analysis, tracking software and systems to keep you up to the moment with the performance of your campaigns. What’s more, we’ll continually adjust and improve your activity – ensuring the maximum possible ROI.

 Our process

Programmatic advertising is the future of display-based internet advertising – but what would working together to implement an effective campaign actually look like?

As with all our collaborative marketing approaches, our first step is to understand you and your unique business circumstances. What are you currently doing? What are your goals? What’s working in other digital marketing areas?

When we understand this, we’ll begin to build a detailed picture of your target audience and an understanding of their online behaviour – helping us to identify the kind of sites and targeting strategies that will offer the best possible result.

When we’ve established all the parameters for your strategy, we’ll put balls into motion – and begin our reporting and adjustments from the moment your first programmatic campaign goes live.

Why work with Summon?

Our programmatic display advertising knowledge has grown from the very beginning. We’re helping a variety of companies implement campaigns that, alongside SEOPPC and paid social campaigns, are taking their businesses to new heights.

It’s doesn’t matter where your current knowledge levels are – whether you’re completely new to programmatic adverts, or just in need of a little support in reacting to a fast-paced discipline, Summon can help.

We take pride in offering a genuinely personal service too – when you contact the team at Summon, you’ll be talking to someone who understands you, your business and exactly where your digital marketing campaign is right now – a crucial detail is making the most from programmatic display advertising.

Reasons customers come to Summon Digital for Programmatic:

  • We use the most advanced technology to target your ideal customers efficiently.
  • We can help identify those who are most likely to convert.
  • Retargeting to previous site visitors.
  • We utilise the most engaging ad formats to ensure your ads stand out.

Contact us to see how we can help you or call 0203 918 6091.

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  • Great service – highly recommended

    I’ve worked with them on several projects – and they’ve been great; I’d definitely use them again and again, and have (and will continue) to recommend them to others. Very knowledgeable, well connected and easy to deal with.

    Mark Yemm
    Head of Special Projects, Lumo/Vertical Aeorspace
  • Since Summon took over the account we have seen a positive impact on conversion rate and all PPC metrics. They are great at talking through optimisation and keep us up to date with all new technology. Our display campaigns are also much more granular, targeting the right consumer at the right stage of their journey.

    Vickie Metcalfe
    Digital & Website Manager, Mark Warner
  • Summon are a true partner

    Paul and team have gone above and beyond to listen to and interpret our needs around paid and organic search, and are always responsive, professional and collaborative

    Erinn Collier
    Co Founder & CRO, Just 3 Things
  • Very quick responses whenever I need assistance. Smart viewpoints brought to my attention which has enabled me to increase market share in the industry I operate. Highly recommended!

    Laurie MacKay
    Founder, National Mobile Bars
  • We are delighted with the contribution from the team, thorough, great communication and most importantly vastly improved results. The reports provide clear analysis of activity and have allowed us to better analyse our marketing approach as a whole and prioritise budgets to deliver the maximum return

    Nigel Borg Cardona
    Owner, Chevron Air Holidays
  • Reliable & efficient service
    Paul and the team are reliable and efficient with their management, always reporting and ensuring we’re optimising on our accounts.

    Esme Rice
    Marketing Manager. The GOAT Agency
  • Top service, reliable with results.
    Always contactable, knowledgeable and positive figures speak for themselves.

    Stephen Hearn
    Marketing Manager