How to add programmatic advertising to your marketing strategy
Programmatic advertising sounds like a completed term, and it doesn’t help that the topic is often filled with technical jargon with various types of acronyms. However, once the principles of programmatic advertising are established, an understanding of how the process works come more easily.
In terms of definition, programmatic advertising is the automated process of buying ads online in real-time at scale, leveraging data to ensure that the ads reach the right person at the right moment. This automation eliminates the requirement for manual processes, which take up time and resources, allowing marketers to optimize any programmatic campaign, which supports more impactful results for the ads.
These ads continue to rise in popularity, and they have become more accessible; here are some of the key benefits of adding them to your marketing strategy.
Improved ad transparency and control – with real-time optimization
Programmatic advertising benefits from transparency, giving marketers data insights that are not available with traditional advertising. With programmatic advertising, it is possible to review the sites your ads are reaching, the demographics of the prospects viewing your ad and many other types of data insights. Leveraging this powerful data, optimizations can be implemented quickly and efficiently and are much more likely to be effective because of a data-driven approach.
Moreover, with live streams of data and audience analytics, it is possible to analyze your campaigns in real-time. Once you have taken the step to optimize your ad campaigns, you need to monitor the results carefully, as even the smallest change can impact.
We recommend an A/B testing program as part of your programmatic advertising and a real-time optimization method to support this process. Testing doesn’t have to be complicated, but it can make a big incremental difference to your results. A/B testing (or split testing) is a method of comparing two versions of an ad in this case (or website, app, video etc.) against one another to discover which ad is performing better in terms of reaching your campaign goal and to see which one is worth scaling up; since with testing you would usually allocate a limited budget to base the test on. Even minor optimizations can benefit any marketing campaign, so it is best practice to experiment and then analyze the results to optimize further.
Improve your campaign performance
If you are using programmatic advertising in the right way, it should boost your overall campaign performance. This could include understanding your audience better, their attributes and characteristics, and where to find them in terms of places they visit online and where they are located. This rich data will enable you to create buyer personas for your target audiences to support your marketing strategy.
Once you have analyzed the data, you should understand the markets and ad spaces that will be most beneficial to your brand to maximize your return on investment (ROI). Moreover, there will be less ad spend lost, as, for example, the ad campaigns are less likely to be displayed to an irrelevant audience. This should boost your ROI, and your conversion rates should also increase.
In summary, you should see better results, as your ads will be placed in front of your data-driven buyer personas who, according to analysis, are more likely to express an interest in your products and services. This type of data-driven targeted advertising can be a highly efficient and effective marketing strategy, as long as you have analyzed the data correctly and given time for best marketing practices such as A/B testing.
Leverage the power of contextual advertising
Contextual advertising is part of the automated process where an ad, often displayed as a contextual message, is matched to relevant digital media content. Using the power of algorithms, the contextual advertising process selects the most relevant ads based on keywords and other types of metadata that are included in the specific piece of content.
This is an advanced feature of programmatic advertising and, when appropriately used, can significantly benefit campaign results. Essentially, with contextual campaigns, advertisers can control which potential customers can see which types of ads and at what time. The primary goal is to display the right ads at the right time to the right audience, making it more likely that they will show interest in your brand, click through and make a purchase.
This process helps pinpoint potential audiences by giving the advertiser a platform to display ads to people who are likely to be interested in your offer. This is possible because it allows different ads to be shown to different audience groups based on their interests and online behavior, such as browsing history.
There are many proven benefits to programmatic advertising; the key to leveraging the power of the process is to understand how it works and use it in the right way. It can deliver great campaign results and give you the potential to scale up your marketing campaigns accordingly. To use programmatic advertising, fundamentally, you need to understand your audience and analyze the vast array of available data.
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