Have you ever seen an ad pop up on your screen… and wondered how it got there? Maybe it was a banner ad for that new movie that’s coming out, or an ad for that new restaurant down the street. Maybe it was something more personal, like an ad for a product that seems to know exactly what you’d want based on what you’ve been looking at online recently.
It turns out that those ads are being served up through programmatic marketing — a system built on automation and data collection. But why? Why would someone set up such a complex system just so they could display ads on our phones and computers?
Programmatic marketing is the new way to reach customers. By using technology and machine learning, it can help you find the right people, at the right time—and in the right place.
So what does this mean for brands? It means that your campaigns are no longer limited by geography or budget. You can be sure that your ads will show up where they’re most effective, which means higher returns on your advertising spend. And if someone clicks on one of your ads, they’ll be taken straight through to your website or landing page—where they can make their purchase decision with ease.
What is programmatic marketing?
Programmatic display marketing is an automated method of buying, placing and optimising digital advertising. It uses algorithms to streamline the process of buying ad space, enabling brands to target audiences in real time, get better results from their campaigns and reduce costs.
Unlike traditional online advertising, programmatic display marketing does not require manual negotiations with publishers or manual placement of ads. Instead, it relies on complex algorithms and predictive analytics to determine which audiences to target, when to show ads and where to place them. This automation helps marketers quickly reach their desired audience, allowing them to adjust and optimise their campaigns as needed.
With programmatic display marketing, advertisers can also gain valuable insights into their target market. Advertisers can use data gathered through programmatic display marketing to better understand their customer’s behaviour and interests, allowing them to create more tailored campaigns and more effective ad messages. Programmatic display marketing also enables advertisers to better track the performance of their campaigns and make timely adjustments to maximise their ROI.
How does it work?
Programmatic display marketing works by using a combination of technology and data to target audiences and make advertising decisions in real time. It involves using algorithms to purchase digital advertising inventory from publishers such as websites and apps, where ads are placed on pages that have been identified as having a high probability of engaging with the desired audience. The algorithm takes into account factors such as user demographics, location, and interests to select the best possible ads to show to the most relevant audience. This process is done automatically and often requires no manual intervention.
When an ad is selected by the programmatic display marketing algorithm, it is then served on the website or app where it has been purchased, providing exposure to potential customers. The system also optimises ads to be more effective, allowing advertisers to track how their ads are performing and make changes accordingly. Programmatic display marketing offers a powerful way for advertisers to target audiences and drive more conversions.
The benefits of programmatic marketing
One of the main benefits of programmatic display marketing is its ability to help you reach a large audience. By using data to target specific audiences, you can tailor your ads so that they are seen by people who are more likely to engage with them. This means you get more bang for your buck since your ad spend will be more focused on the people who are most likely to respond to it.
Another benefit of programmatic display marketing is its cost-effectiveness. Because it is automated, you don’t have to pay for expensive staff or outsourcing costs to run your campaigns. This allows you to allocate more of your budget to creative campaigns and other areas that may help you generate higher returns.
Finally, programmatic display marketing offers a great way to measure the performance of your campaigns. Through real-time data, you can quickly see which ad placements are doing well and which need to be adjusted or even replaced. This helps you make informed decisions about where and how to allocate resources for maximum success.
Who is using it?
Programmatic display marketing has become increasingly popular among both advertisers and publishers. Advertisers are using it to reach the right target audience more quickly and efficiently, while publishers are using it to maximise their ad revenue by serving up relevant ads. Large companies such as Google, Facebook, and Amazon are leading the way in programmatic display marketing. Many other companies, from small businesses to global brands, are also leveraging this technology to drive better marketing results.
Programmatic display advertising is especially beneficial for companies who want to expand their reach and target a larger number of potential customers. By utilising the technology’s real-time bidding process, companies can bid on ads that will be served up to the users most likely to respond positively to the message. This ensures that only the most relevant ads are displayed and helps companies save money by only paying for ads that will generate results. Additionally, programmatic display marketing makes it easy to test different types of ads to find the most effective ones.
How can I get started with Programmatic advertising?
If you are ready to jump into the world of programmatic display marketing and reap the many benefits it has to offer, you will need to make sure you have access to the right tools and technology. The best way to get started is by contacting an experienced digital marketing agency like TMI, who specialises in programmatic display marketing.
The digital marketing agency will be able to help you set up all the necessary tools and technologies you need, such as ad servers, DSPs (demand-side platforms), and even artificial intelligence (AI) systems. They will also help you create an effective campaign strategy that is tailored to your specific business needs and goals. Additionally, they will be able to track the performance of your campaigns and provide insights so that you can continually refine and optimise them.