Want your biggest takeaway from this article upfront? Here it is:
By 2021, 88% of digital display advertising in the U.S. will be purchased programmatically.*
Are you shifting your display ad spend to programmatic? If not, you should be. But why? Let us count the ways.
The Problems that Programmatic Advertising Solves
Problem: I don’t have the data to plan my marketing campaigns.
Solution: With programmatic advertising, you see which websites or channels your ads are running on and you get access to the raw data, down to the individual session if you want to be that granular (and we dig that about you). The result is a more nimble marketing campaign, with adjustments made rapidly to maximize conversions.
Problem: It takes too long for me to know if my marketing is working.
Solution: Ok, so you get the data, but when and how? We can remember when it was exciting to get digital marketing data dumped on us once a week. And we can remember when there were campaigns that got data overnight (in fact many publishers still get their data that way). Now, you can get your data in real-time, and actually watch your campaign unfold.
With Koeppel Direct’s proprietary Digital Management Platform, you can see if a specific ad is resonating. Or view quickly that one display ad outperforms the others and shift accordingly. With our DMP and extensive data reporting tools, you can realize that much quicker.
Problem: My marketing campaigns are not reaching a large enough audience.
Solution: With access to raw data in real-time from a sophisticated dashboard, you can manage your programmatic campaigns and see precisely how to reach more customers. The beauty of a programmatic advertising campaign is that you can penetrate many channels and platforms (Advanced TV, podcasts and radio, search engine marketing, email and more), and see where the cross pollination is for your audience.
Problem: I can’t reach the audience I need for my products and services.
Solution: Programmatic advertising really works best with targeting. They’re like peas and carrots. Whether it’s targeting by IP address, state or region, or by keyword searching, this type of marketing will have your ads humming.
Let’s Make Some Noise: Voice-Activated Technology and Programmatic Advertising
In 2019, digital audio ads brought in a whopping $935 million in revenue. In 2019, 57 percent of smart speaker owners have used their device to make a purchase.
Increasingly, consumers are having their voices heard—literally. Voice-activated search is forecast to grow by 35 percent in 2020, after growing 28 percent in 2019. There are a lot of people making friends with Siri and Echo.
How do you get your audio ads to play to the folks who like to holler “Hey Google”? Just like in real estate, it’s all about “location, location, location.”
Spotify, Google Play, Pandora, Apple Music, SoundCloud, and most other platforms offer programmatic advertising networks. What’s so great about these ads? In most cases your ad is agnostic, and can be run on any and all channels. As we’ve written elsewhere on our blog, podcasts offer another channel, and one that’s growing quickly.
Where the Screens Have No Ad-Blockers
“I want to run…I want to hide…I want to tear down these walls that hold me inside…”
Ok wait, that’s a lyric from U2’s classic hit “Where The Streets Have No Name.” We’re focusing on screens with no ad-blockers. Not as catchy, but very appealing to marketers.
Connected TV has exploded in the last 18 months, and that’s after record growth in 2018 and 2017. People love to binge-watch their favorite shows on Netflix, Amazon Prime, and Hulu. Or YouTube TV and networks like HBO GO and Disney Plus. There’s something for everyone.
Ad campaigns on these services are frequently referred to as Over-The-Top advertising because they are delivered over a device connected to a smart TV or screen.
But you know what Connected TV doesn’t have? Ad blockers. Programmatic ads on these channels are typically run before the content is streamed or at intervals during the streaming. Users cannot skip or block the ads, and the ads can be as customized as any you run on a web page.
Our clients are seeing great results with OTT advertising because they can target their ads based on the behavior and preferences of the audience. These advertisements are tailored to match the personal interests of the audience of two on the couch. (Or four or five or more if the living room is big!)
How is Koeppel Direct Helping Our Clients with Programmatic Display?
Our strength is in data analysis. We provide our clients with a proprietary Data Management Platform (DMP) that enables them to see their real-time data and understand it. The Koeppel DMP is heavy on reporting so our clients can learn how their campaigns are working and where we can help them improve. We want to celebrate successes and learn from setbacks.
Our work with enterprise-level advertisers has made us one of the leading agencies for Programmatic Advertising, especially as it relates to radio, television, and new media. We have partnerships with all of the largest media companies and have the ability to get your ad campaigns on any network to spread your message.
Please consult with Koeppel Direct if you are interested in programmatic advertising.