Where Do You Start With Programmatic Advertising?
Our research has shown that less than a third of senior marketers in mid-market UK business are fully aware of what Programmatic Advertising is, and how it can impact on their marketing objectives.
Programmatic advertising is the automated buying and selling of online display media through the use of technology. It uses data (first party and third party data) to reach the right audience in real-time, in the right context, with the right message – at the right price for you. Machine learning and algorithms work with you to achieve your campaign goals.
The technology is advanced, but running programmatic advertising campaigns is straightforward with a technology solution known as a Demand Side Platform (DSP).
Where will programmatic advertising fit into your mix?
One of the strengths of programmatic advertising is its ability to impact on every stage of the marketing funnel, working in conjunction with your other digital marketing activity.
At the top of the funnel, programmatic advertising can be used to successfully run brand awareness campaigns. This is helped by the wide online reach offered by DSPs through their relationships with multiple AdExchanges covering as much as 97% of online advertising inventory.
Programmatic advertising excels at driving interest in your solutions. It gives you the ability to create highly targeted campaigns, for example through contextual targeting that places your creative in the heart of relevant content. Ongoing retargeting campaigns will also help you reengage with prospects who have already visited your site but haven’t yet converted.
One of the most exciting things about using programmatic advertising is a DSP’s ability to learn and become more intelligent - finding targeted prospects online who have higher propensity to convert.
Insist on transparency when selecting a DSP
When you understand where programmatic advertising fits into your mix, it’s time to find a partner to help you run campaigns. Not all DSPs are the same. Some will provide you with a fully managed service, while others will only provide you with the technology and nothing else. Some DSPs will insist on restrictive levels of minimum spend, so be sure to check this when selecting your programmatic partner.
The world of online advertising has been plagued by smoke and mirrors, but programmatic advertising can provide marketers with full transparency on their spend. When selecting a programmatic partner, insist on full transparency into the margins you will be charged, and a full breakdown of where your advertising spend is going. Only by doing this can you ensure that you’re maximising your ROI.
Set achievable goals
Once you’ve decided on the right DSP partner to work with, it’s important to set achievable goals for your programmatic advertising efforts - your DSP can help with this. They can also help you understand the most appropriate level of budget to achieve these objectives.
Whether you’re looking to drive brand awareness or support specific tactical marketing objectives, programmatic advertising can be a powerful part of your digital marketing mix, whatever your industry or size. If you want to learn more, visit www.admedo.com.