If you’re trying to market a business in the modern world, chances are you’ve heard of programmatic marketing. You may even have been doing it without really realizing that that was what you were doing.
Programmatic marketing allows you to automate the purchase and placement of ads across platforms and devices. It can bring a serious return on your investment for marketing and help you reach a larger audience with your brand message. Let’s take a closer look at what programmatic marketing is, and what it can do for your company.
Programmatic Marketing Automates Ad-Buying
What is programmatic marketing? It’s a marketing tool that allows you to automate ad buying and placement. Programmatic marketing tools allow you to enter bids for your advertisements and then use an automated AI algorithm to determine where and when to run your ads. The algorithm will base its advertising decisions on factors like your industry, your customer demographics, their level of familiarity with your brand and products, and more.
Reach a Larger Audience
One of the biggest benefits of using programmatic marketing is that it can help you reach a larger audience with your marketing campaign. It takes the guesswork out of deciding where and when to run advertisements because it uses a computer to make those decisions based on where your advertising will bring the greatest return. Publishers have ad space to sell on millions of websites and social media platforms; as of 2021, programmatic marketing made up 72 percent of all funds spent on digital display advertising.
Programmatic marketing can offer a massive return on your marketing investment. A programmatic campaign launched by The Economist, for example, netted a 10:1 return on investment (ROI) and generated 650,000 new potential readers. Because you can bid as little or as much as you want, programmatic marketing can work for businesses of all sizes. If you’re a small business with a small marketing budget, you can simply set lower daily spending limits.
Campaign Across Devices
Do you want your customers to see your ads on their mobile phones, tablets, laptops, and TVs? Programmatic marketing seeks to reach customers where they are, so it’s great for generating advertising buzz across devices. You can use it to pique customers’ interest in your products on one device and then continue to raise brand awareness as they engage with their other devices.
Target Specific Customer Groups
Programmatic marketing allows you to target customers with more specificity than any other marketing tool. You can collect first- and third-party data from your desired customer demographic to target them for the first time, building brand awareness. You can retarget existing customers to offer them new products and services that might be of interest to someone who has experience with your brand. You can make good use of your customer data from search engines, social media listening, and your own interactions with customers, and you can make your target audience as narrow or as broad as you want. For example, you could target women aged 18-24 who have bought your products in the past and own dogs, if you want, or you could target a broader group, like adults aged 18 to 35. Programmatic marketing allows for targeting vis behaviour, age, location, device, context, and more.
Create More Brand Awareness
Customers aren’t likely to make a purchase the very first time they’re made aware of your brand. They need to gain some familiarity with it – they need to see your advertisements popping up everywhere before they’ll genuinely get curious enough to invest their hard-earned money into your products. Because programmatic marketing is often one of the cheapest forms of marketing, you can afford to place a wide range of ads in different marketing contexts, piquing interest in your products and generating brand awareness that will lead to sales and create loyal customers.
Focus on Strategy
It is about placing ads and then calculating your ROI after the campaign is over. Computational tools make your ad purchases and placements in real-time, and you need to analyse your results in real time and tweak your campaign to improve your ad results in real time, too. The focus is on strategizing to reach the most customers in the best contexts, and that can substantially increase the success of your campaigns.
Programmatic marketing is taking over the digital ad space, and it’s not hard to see why. When you use, automated ad buys, you can reach more potential customers and continue growing your business exponentially. That’s what programmatic marketing can do for you.