In marketing, your biggest goal is to ensure that you’re reaching as many potential customers as possible as a company. As an industry, we know that frequency is essential when it comes to impressions. This means that every time one of your ads appears before a user, their likelihood of taking action increases. This is where programmatic advertising can help us as a company.
In this article, we’ll explore the power of programmatic advertising. We will also cover the alternative methods to implementing it and the perceived benefits that come with it.
How Programmatic Advertising Works
Programmatic advertising is the most advanced way to buy and sell digital advertising. It maximises efficiency by automating the entire process. Programmatic advertising also utilises machine learning to determine which ads will convert best.
The programmatic platform is a one-stop-shop. No matter the appliance or the device, we can find inventory that fits your target audience.
The compatible platforms could be;
- Digital outdoor and
- Connected TV
Targeted advertising allows advertisers to program ads to reach the right people on the right device, at the right time. It groups audiences with shared interests, so advertisers only pay for ads viewed by viewers who may show interest in their ads. It is a cost-effective way of advertising, removing the need for expensive “spray and pray” digital media tactics.
Data collection happens in real-time to identify, target, and reach online audiences with a high propensity to purchase. This audience is then geo-targeted across all devices. Such devices may include desktops, laptops, tablets and mobile phones.
Advertisers use a variety of indicators to personalise their ads. We can leverage advanced marketing techniques to generate relevant insights. One way of achieving this is by tracking user behaviours and connections. This tracking method helps brands optimise their campaigns. Based on information and sequences gathered, they can personalise the consumer’s journey.
The Future of Programmatic Advertising
By 2022, advertisers are likely to spend about 95 million U.S. dollars on programmatic advertising in the United States alone. This is a 35 million increase from the 2019 forecast.
Benefits of Programmatic Advertising
This platform can provide us with better control over our advertising solutions. Here is how:
- Programmatic advertising employs data-driven methods that streamline the buying and selling process.
- It uses machine learning to deliver the correct impressions for less cost per engagement. The outcome is more reach and less waste.
- Programmatic advertising allows us to target consumers in unprecedented ways. It gives us access to the most data, and with real-time bidding, we can execute accurate and precise target marketing.
- With a unified media setup, we can view our programmatic media performance on all touchpoints in one place.
- Advertisers can gain competitive bids across multiple ad exchanges simultaneously by letting the algorithm do the bidding.
Programmatic advertising increases accountability across all channels. It helps you measure engagement and effectiveness, provides data on consumer behaviour.
Programmatic advertising also updates messaging across multiple channels, including;
- Digital media
- Out-of-home advertising
- Print and direct mail
- Other forms of marketing
Automated digital advertising has a broader impact. With it, we can reach potential customers with speed, precision, and scale to deliver our best marketing results.
Programmatic advertising is a cutting-edge technology that allows you to save time and save money. Leverage its potential to get the best out of your campaigns.