Multiple variables need to be considered when developing a marketing plan. Brands objectives, market research and previous campaign performance all need to be taken into account. This outcome of this is a marketing plan that outlines the right mix of audience, channels and timing to help advertisers connect with their target audience.
That said, as available media channels expand and user consumption behavior changes, finding this proper mix becomes ever more difficult. As a result, implementing a programmatic advertising strategy is increasingly important as the information sourced from these types of campaigns can not only reach a specific subset of your audience but the outputs of such campaigns (in the form of performance data) can be used as inputs in future marketing plans.
What Is Programmatic Advertising?
Programmatic advertising is the use of software algorithms to automatically bid on advertising inventory in real time, giving you more direct control over when and where your marketing materials appear. This gives you the ability to put marketing messages in front of specific consumers based on demographic data and ensures that they only view your content if it is in the context that you desire. Because these transactions occur in real time, advertisers can monitor the effectiveness of their programmatic strategy and adjust as needed.
One major advantage of programmatic advertising is that it allows advertisers to gather data and take action in real time.
Although most programmatic campaigns rely on third-party data targeting, these in-market campaigns can also provide access to first-party data generated by your ads themselves, allowing you to monitor marketing performance and make adjustments as needed. Since this data is based on the performance of your own advertisements, it is extremely relevant and can help you determine how well your advertising resonates with your target audience and how good of a fit it is for the selected ad platform.
Building Your Brand
Programmatic advertising is especially beneficial when trying to build brand awareness. Because you control when, where, and to whom your ads appear, you can direct brand-building content more directly at the consumers who are most likely to be interested in your company’s offerings.
If consumers don’t feel that an ad is relevant to them then they are likely to simply ignore it. In some cases, highly irrelevant ads may even sour the consumer’s opinion of a product or brand. Fortunately, programmatic advertising can help.
The right creative is much more likely to get consumers to engage, and personalization plays a big part in that. With a solid programmatic advertising strategy, marketers can implement campaigns that are highly personalized based on a user’s browsing activities and interactions. This results in ads that are more relevant to the user’s needs, increasing the likelihood of meaningful consumer interaction.
Making the Connection
One of the biggest issues with marketing or advertising is trying to find content that will really connect with consumers.
Beyond just simple engagement, marketers want to establish trust and develop positive brand associations. Programmatic ads can help with this as well. Actionable data and effective targeting help ensure that programmatic ads appear in front of the right consumers when they’re most likely to be influenced by them. Over time, all of this can lead to greater sales, increased connections, better interactions, and brand loyalty, which are the objectives of these efforts.