While traditional channels of advertising still hold an important place in the marketing mix, marketers are learning that the benefits of using programmatic advertising go beyond automation, including: real-time insights, improved transparency, complex audience targeting, virtually unlimited reach and cost management.
So, in the competitive attention market, anything that could accelerate the process to engage a target audience is a major advantage. With the entire world going digital, there couldn’t be a better time to get ahead of the marketing curve by implementing programmatic advertising into your strategy.
How Does Programmatic Advertising Actually Work?
Programmatic advertising is an all-encompassing method to reach an audience across the digital scope. Unlike more traditional advertising methods whereby campaigns are tailored to a certain device or space (TV/radio/digital), programmatic advertising is automatic, therefore, cost- and time-efficient. It is automated digital advertising where a computer harnesses data to make effective targeted ad buying decisions every moment.
In action, programmatic advertising is the procedure where a brand or agency employs a demand-side platform (DSP) to determine which impressions to purchase at the most efficient best cost given a target audience and time period. Meanwhile, publishers sell their available advertising spaces to brands and agencies via a supply-side platform (SSD). The two platforms meet either with a pre-agreed price or by a real-time bidding.
Fresh Insights And Data In Real-Time
While programmatic advertising offers an optimised marketing experience, it also delivers campaign tracking, data and insights in real-time. Such access to audience reception is a necessity for any campaign to learn and strengthen.
Programmatic advertising is built to deliver instant data insights from the moment the campaign is live. For a marketing brand or agency, the obvious advantage of automated data collection and analysis is the ability to cultivate, react to, and act upon fresh insights the moment it is presented. Such a depth of understanding enables an advertiser the ability to connect to an audience like never before.
Convenience And Efficiency Of Programmatic Advertising
In traditional methods, the process of data and insight aggregation is obtained from multiple sources, then processed and measured by humans. This is both time-consuming and vulnerable to human error. On the other hand, programmatic advertising strips out the white noise and autonomously produces all the valuable information in one neat and tidy package.
This package comes in the form of a digital panel or dashboard, built by the respective programmatic advertising tech brand you’ve employed. Such a dashboard allows you to generate and refine the retrieved data through the utilisation of filters, segregation and funnels. Thus, programmatic advertising is superior to other marketing modes for the access of data on demand. It supplies a breadth of meaningful information to ensure a campaign is performing at an optimal standard.
Programmatic advertising also allows an advertiser to learn from their campaign, mapping the way to optimised engagement. With access to a gargantuan stock of advertising space, and armed with real-time data and findings, advertisers have the opportunity to amplify a campaign’s reach to a global standard while keeping transparency in the process.
Getting Your Head Around Programmatic Advertising
While it appears a degree of technical finesse is necessary to reap the full advantages of programmatic advertising technology, this is not the case. There are plenty of experts in the field of digital marketing who will implement the perfect blend of advertising technology to fit your agency goals and requirements, and the guidance to run alongside. So, if your ambition is to accentuate your holistic marketing experience and take your campaigns to the next level, programmatic advertising is the answer to your prayers.