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- Benefits Of Programmatic Digital Marketing - March 29, 2019
Not so long ago many marketers had to rely on offline advertising entirely. Fortunately, these days are over and new ways of doing so have emerged, one of them being programmatic digital marketing. How does it work and what are the benefits of incorporating this relatively new strategy?
What is programmatic digital marketing?
Programmatic digital marketing can be summarized in one sentence: it is a machine-based process to buy ads. Both buying and selling is automated, which cuts out the middleman. This way enables a real-time sale of your impressions by using algorithms and programs that tailor the owner’s needs to a specific audience.
Before programmatic digital marketing emerged, ad buying was a long, complicated and inefficient process. It involved requests for proposals, tenders, and negotiations. Human error was inevitable. Basically, everything had to be done manually. There was no control or transparency for the advertiser.
As marketing specialists at warroominc.com explain, with programmatic advertising, you can choose your target audience by selecting specific segments such as age, gender, location, and social standing. You pay for the most effective ads because you decide on your publishers. This way enables you to have full control of your ads, and therefore of the results, they will bring.
How does it work?
Programmatic advertising is said to be one of the most efficient modes of digital marketing. It is the future of advertising. Here is how it works, step by step:
- Someone visits your website.
- The owner (publisher) of the page puts up the ad impression for auction, which is held by the ad marketplace.
- Advertisers compete (bid) for the impression.
- The advertiser willing to pay the most wins the right to display their ad on your website.
- The ad is delivered.
- When a customer clicks on the ad, the advertiser gets profits, such as a sale.
This process is entirely automated and it takes milliseconds to complete. Sounds complicated? It is really not. When a website with an ad space is loading, all the information about the visitor and the content of your page is being sent to an ad exchange and the ad is displayed on your website. It means that by the time the page had loaded, the ad had already been selected for a specific user. This process does not impact the loading time of your website. Efficient, isn’t it?
How to effectively use programmatic digital marketing?
Knowing the basics of programmatic marketing allows you to start advertising effectively. But how? Here is a brief checklist that will help you go through this process successfully.
- Marketplace – you need to be aware of the steps you are going to take, as well as your biggest competitors. This will allow you to get a better understanding of the strategy and the potential problems you may face.
- Goals – set clear goals for your ad. Knowing what kind of outcome your ad will entail, may help you gain more awareness.
- Your involvement – despite the fact that the entire process is automated, you will need to control its proper functioning.
- Further touch – you need to make sure that ads are being displayed in relevant places, which is the main issue with programmatic marketing.
As you may have noticed effective strategy requires some human involvement in order to avoid common errors. Once you get the hang of it, you will be able to launch extraordinary campaigns with little effort.
The biggest benefits of programmatic digital marketing
At this point, it is clear that programmatic digital marketing entails various benefits for you and your page. But what exactly are they?
Everything about programmatic digital marketing can be measured. It is by far the biggest benefits, literally giving you the advantage of tailoring your ads anytime you want. Being able to know the insights without waiting for your campaign finish is what you really need to achieve your goals quickly.
One of the biggest benefits of programmatic marketing is its efficiency. You do not need to wait until the campaign is over to see its results, as it was the case with traditional advertising. Real-time measurement enables you to track all data and adjust the ad to your needs. As a result, you save money as you reach only the best-targeted group of people.
With over 3.5 billion people using the Internet, your potential reach is amazing. But… you may want to narrow it down so that you aim at a specific audience, which tends to give the best results. Programmatic digital marketing allows you to learn everything about your visitors and work this information to adjust your ads. Increased reach guaranteed.
Complete control and transparency
You can see exactly the websites your ad is reaching, the kind of visitors you have and all the costs involved. How? Thanks to detailed information about your clients’ buying habits, browsing history or the device they are visiting your page from. Nothing is unknown.
While programmatic advertising is relatively new, it does have great potential. Is it a future of digital marketing? It is hard to say at the moment, but more and more people and agencies decide to advertise this way. In a few years, we might experience the new era of marketing, and we are pretty sure the majority of it will belong to programmatic advertising.
Featured image: Unsplash