For many marketers, programmatic advertising is a new term and they want to learn more about this new advertising technique to promote their brand. Programmatic advertising is an amazing type of online advertising that is making groundbreaking changes in the marketing world. It is gradually becoming a preferred choice for many brands that want to reach the right customers over all channels and environments.
For many brands, it is a daunting task to use multiple platforms to advertise their products on different channels in the digital world. Thanks to programmatic advertising, making it super easier for marketers to streamline their digital advertising efforts using a single technology platform. According to an eMarketer report, it is estimated that by the end of 2022, US advertisers will spend $96 billion in programmatic advertising.
Many marketers are integrating programmatic advertising into their digital marketing campaigns to automatically optimize and buy their campaigns. If you are wondering how programmatic advertising works and how it can lead your digital campaigns towards success, here is a detailed guide on programmatic advertising.
What is Programmatic Advertising?
Programmatic is an advanced ad buying technology that is based on the machine learning and AI algorithms to automate the process of digital media buying and selling. The automation makes transactions more efficient and the machine learning and AI optimization will increase the transparency for both the advertiser and the publisher.
It is a highly advanced advertising technology that is designed to replace human negotiations, allowing small brands to buy advertising in real-time, instead of going through preset prices. The automated and computerized ad buying technique helps digital advertisers buy and sell online advertising space.
It is an effective technique for both advertisers and publishers that helps them take their brands to a whole new level. Programmatic advertising uses highly intelligent software that has real potential to manage sales and the placement of digital ad impressions.
Many PPC company in Dubai use programmatic advertising that leverages traffic data and different online targeting techniques to serve impressions more efficiently. It will eventually produce better ROI for both advertisers and publishers.
Why Marketers Should Invest in Programmatic Advertising?
It’s no surprise that incorporating programmatic advertising into your marketing plan is a sensible approach that helps brands achieve higher ROI and reach a wider audience in real time. Here is a list of benefits of using programmatic advertising that will definitely convince advertisers and marketers to invest in this effective online advertising technique.
More Control and Increased Transparency
Investing in programmatic advertising allows marketers to see the exact sites where your ads are placed and the type of customers looking at your ads. Unlike traditional advertising, programmatic advertising offers high levels of transparency and more control to advertisers and publishers. They can see any additional cost required for the ad space in real time to make tweaks in the programmatic cost immediately.
Real-Time Data Insights
Another benefit of using programmatic advertising is that marketers can access real-time reports and measure how creatives and targeting campaigns are performing. I must say it is one of the biggest advantages of programmatic advertising. Unlike traditional advertising, such as billboards and print advertisements, you don’t need to wait till the end. You can optimize the campaign based on the real-time data to get the desired results.
With programmatic ad buying, advertisers can access massive ad inventory across different ad exchanges and networks. Whether you want to browse premium inventory or private marketplaces with quality traffic, you can maximize the relevancy of the ads for the target audience.
Reach a Wider Audience
According to Statista, there are 4.66 billion active internet users in 2021 that is almost 61% of the total world population. Choosing a programmatic advertising can help brands to reach potential audiences. With programmatic advertising, your ad can get space on millions of sites while giving you a great opportunity to find the target audience that is interested in buying your products or services. The best thing about programmatic advertising is that it allows advertisers to check how many impressions are created due to the display advertisement. They can check who checked their ad and other important details related to the potential reach.
Endless Targeting Possibilities
There is no denying the fact that retargeting is an important part of any brand’s programmatic strategy. Marketers can also use other targeting strategies to find and engage their potential audience. For instance, marketers can use real-time data, geo-location data, email data, purchase information using Mastercard, Amazon purchases for contextual targeting. It gives them a clear idea of where the ad displays along with the relevant content.
Increase Brand Awareness
If you are one of those who think that programmatic advertising is only for selling your products or services, think again. It is also used for increasing your brand awareness and consideration. With a perfect combination of targeting and well-executed programmatic advertising, businesses can fulfill a variety of goals.
Give You an Extra Edge Over Your Competitors
In this competitive business world, it has now become indispensable for businesses to stay active and stand out from the crowd. Running a programmatic campaign allows you to reach a wider audience and compete in this digital space.
Cost-Effective Advertising Technique
The cost of a programmatic advertising campaign depends on a variety of factors including CPM, geolocation, traffic type, format and size of the ad. If truth be told, programmatic ads save the advertiser money. The advertisers only show ads to the target audience which will save unnecessary advertising spending.
Use Different Ad Formats to Fulfill Goals
Programmatic is an amazing advertising technique that gives you an opportunity to combine different ad formats and ad copies in a single interface. The abundance of ad formats, such as native ads, video ads, helps brands to stay creative and engage the audience more effectively.
How Does Programmatic Advertising Work?
Programmatic uses machine learning and artificial algorithms for automating the ads buying and selling. Many programmatic marketing platforms rely on RTB (Real-Time Bidding), which makes the process of purchasing and selling ads through computer-based auctions.
Unlike traditional advertising, programmatic advertising is bought and sold via automated processes. Programmatic ad buying is a faster, effective and affordable buying option. The interactive dashboard allows you to manage the campaign. Programmatic media buying includes the use of different platforms, including:
DSP – demand side platform
SSP – supply side platform
DMP – data management platform
DSP – demand side platform
Ad exchange – a technological platform for demand and supply partners, connected to DSPs and SSPs in order to maintain the auctioning process.
Are You Ready to Invest in Programmatic Advertising?
Whether you want to increase brand awareness, promote your web design service, generate more traffic to your mobile app development company and persuade people to buy more from your website, start investing in programmatic advertising. Hopefully, this post develops a strong technical knowledge of programmatic technology and prepares you for running a programmatic advertising campaign for your brand.