16 Jul Get with the Programmatic
A newish client asked me the other day what programmatic advertising was and were there benefits. I started to explain, but soon felt they were just watching my mouth flap open and shut. Yep, I’d lost them. With this in mind, I thought I’d write down some thoughts which hopefully might be useful.
Programmatic advertising is essentially a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps. Using Programmatic advertising it is possible to purchase and place ads, including targeted advertising content, in less than a second.
Once upon a time we thought it was weird that companies ‘knew’ what we were interested in – nowadays we take it for granted.
As an example, Amazon uses programmatic advertising to deliver personalised ads to users based on their browsing and purchasing history. By analysing user behaviour and preferences data, Amazon can deliver highly targeted ads that are more likely to result in a purchase, resulting in increased sales and revenue.
And this doesn’t just apply to consumer goods. B2B businesses such as lawyers, insurance brokers, accountants, architects, and creative agencies can all benefit from deploying a Programmatic advertising strategy that offers several advantages for advertisers and marketers.
Here are some key aspects that make a strong case for multi-channel programmatic advertising:
Reach and Scale: Multi-channel programmatic advertising allows you to reach a wide and diverse audience across various digital channels, including websites, mobile apps, social media platforms, video platforms, and more. This extensive reach enables you to connect with your target audience wherever they are, increasing your brand exposure and potential customer base.
Targeting Capabilities: Programmatic advertising leverages advanced data-driven targeting capabilities, such as demographics, interests, browsing behaviour, location, and more. By utilising these targeting options, advertisers can deliver highly relevant and personalised ads to specific audience segments, improving the effectiveness of their campaigns and maximising return on investment (ROI).
Real-Time Optimisation: Programmatic advertising platforms enable real-time bidding and optimization, allowing advertisers to adjust their campaigns at a moment’s notice based on performance metrics and insights. This level of agility and flexibility helps optimise ad delivery, targeting, and budget allocation to achieve optimal results.
Automation and Efficiency: Programmatic advertising streamlines the ad buying process by automating the purchase and placement of ads. It eliminates the need for manual negotiations and reduces time-consuming tasks, making ad campaigns more efficient and cost-effective. Advertisers can manage multiple campaigns across various channels from a single interface, saving time and resources.
Data-Driven Insights: Programmatic advertising generates vast amounts of highly useful data, providing valuable insights into ad performance, audience behaviour, and campaign effectiveness. Advertisers can analyse this data to refine their targeting strategies, optimise ad creative, and make data-driven decisions for future campaigns. This data-driven approach helps improve campaign outcomes and allows for continuously successful optimisation.
Cross-Channel Consistency: Multi-channel programmatic advertising enables advertisers to deliver a consistent brand message across different platforms and devices. By maintaining a cohesive brand presence, advertisers can reinforce brand recognition and establish stronger connections with their target audience, regardless of the channel or device they are using.
Cost Control and Transparency: Programmatic advertising provides advertisers with better control over their ad spend. Advertisers can set budgets, bid strategies, and performance targets, ensuring that their campaigns stay within the desired cost parameters. Additionally, programmatic advertising platforms offer transparency by providing detailed reporting and analytics, allowing advertisers to track the performance and effectiveness of their campaigns.
In summary, multi-channel programmatic advertising combines the power of automation, targeting capabilities, real-time optimization, and data-driven insights to enhance the reach, efficiency, and effectiveness of ad campaigns.
It enables advertisers to connect with their target audience across multiple digital channels, deliver highly personalised experiences, and achieve their marketing goals faster and with greater precision.
So, we don’t need human intervention you might be thinking? Wrong. To build an effective programmatic campaign requires skill and the ability to be on top of several complex tasks all at the same time. That’s why I recommend you use a professional Media Buying company. If you’re stuck, I’d be happy to point you in the right direction.