3 MAIN BENEFITS OF PROGRAMMABLE ADVERTISING

[DorisRon]

3 MAIN BENEFITS OF PROGRAMMABLE ADVERTISING
While programmable advertising is still, so to speak, in its infancy, but even now it is dramatically changing the way of thinking and strategies of media advertising procurement by advertisers. Programmatic allows players of ad market to channel their energies into the mainstream of strategic aspects of branding and marketing, being not involved in the routine process of advertising purchases.

If you are in permanent search of better audience, then programmable advertising makes a number of advantages, among which super-focused audience, an effective platform for the procurement of advertising and improved ROI, available to you.

SUPER-FOCUSED AUDIENCE
Highly precise targeting allows you to show ads to the right people, and just at the right time, and it is the most powerful advantage of programmatic. This type of automated advertising ensures that your shows will be applied only to those people who are interested in your product or service. In addition, this approach can be used to actually highlight a specific product based on the latest data on Web browsing of your target customer.

Let's say that your target customer looked through a section of the site, which demonstrates the watches from different manufacturers. The precise targeting will allow to show a specific model of watches to the potential client who was interested in them recently. Thus, retargeting removes a lot of questions, and you no longer need to read tea leaves whether there is any relation of the content of your advertising message with the interests and needs of the target customer.

AN EFFECTIVE PLATFORM FOR PROCUREMENT OF ADVERTISING
Programmable advertising removes unnecessary advertising brokers from procurement process. You do not need any more to deal with the publishers, and negotiate with vendors or ad networks on the question of price and placing of your ads. Through ad exchanges, which are a vital component of algorithmic procurement, the advertiser has access to a huge amount of inventory from various "corners" of network. You can simplify the process of advertising purchases and significantly reduce the amount of wasted impressions.

IMPROVED ROI
Real time bidding on an auction basis allows programmable advertising to go even further. As soon as the target user loads a page in his browser, an advertising space on this page immediately goes under the hammer at the RTB-auction. It takes no more time than it is necessary to load the page of the site (less than a second). Using RTB, you significantly improves CTR and advertising effectiveness ratio (conversion rate). As a consequence, return on investment (ROI) increases.

Programmatic is a trend that firmly consolidated on the global advertising market. And, as many experts say, this trend will only get stronger with time. Advertisers are constantly looking for new ways to efficiently establish contact with their target audiences. And that is why algorithmic procurement with all its countless benefits will have a great future. Yes, if you still do not know it, the future has already come.

 

[DorisRon]

5 QUESTIONS TO ASK A POTENTIAL PROGRAMMATIC PARTNER

Algorithmic purchases are fast becoming mainstream, and today even some brand marketers like Kellogg's, trust them. Given the fact that about 30% of display advertising are purchased on an algorithmic model, and the total cost of these purchases in the current year are projected to be about $ 9 billion, programmatic will be crucial for marketers of all stripes.

Below we present five compulsory questions to ask your potential programmatic-partners to understand the potential and limits of this powerful tool.

1. Where do you take inventory?

Often the same ad exchanges are the source of inventory for different DMPs. This is normal, because it allows you to conduct a campaign on the scale required to achieve the desired result. Still, you should have a general idea about the partners of DMP, with which you cooperate. Are they private ad exchanges with premium inventory? Facebook Exchange? Will it be inventory from one or various ad exchanges of mobile advertising? Before you start any campaign, you need to learn about the sources of inventory of your potential partner.

2. Which means to protect the brand and anti-fraud awareness technologies do you have?

In addition to the sources of inventory, it is important to be knowledgeable about the quality of the inventory. At the dawn of programmatic era a negative and only partially truthful assertion that algorithmic model purchases involve low-quality equipment at reasonable prices, was spread. Some platforms have been victims of bots which artificially winded the counters of clicks, and it scared off many marketers.

The good news is that, thanks to data-platforms and RTB, measures taken on the initiative of the Interactive Advertising Bureau (IAB) and third-party services of advertising verification, today algorithmic procurement became the most transparent than ever. Leading DMPs send reports with lists of sites for each impression, to clients and provide them with functionality to prevent fraud and set up security controls (black / white lists, scanning, etc.). Be sure to ask about it.

3. How relevant is their database?

The main thing that real time biddings promise, is the best impressions at the best price during all your campaign. In this case, RTB needs a set of data and algorithms that are constantly updated. Many programmatic platforms combine their bases with third party audience data (for example, from BlueKai). At the same time third-party data is not updated in real time. Ask your potential partner how often the audience segments are updated, and how the partner will determine if the user was added, saved, or deleted from the database of the target audience.

4. How will you count the number of transitions, especially from mobile devices?

Despite advances of programmatic, there are still some limitations in the field of mobile advertising. Yes, we are talking about cookies. The depth and effectiveness of programmed purchases depend on which internal data you are willing to share. Without special tracking-pixel your site will be severely limited in impressions and clicks. Placement of pixel on your site allows you to receive much more informative reports on conversions, used devices and user behavior after viewing the ad. In addition, if you tell your partner about KPI (customer life cycle, CPA, etc.), it will help him to further optimize the campaign. Share your goals and find the best way to achieve the desired performance.

5. How do you keep confidentiality?

According to eMarketer, algorithmic purchases of mobile and video inventory are the fastest growing segment of the market. Marketers tend to use Big Data to appeal to the target audience through a variety of devices, that's why the issue of personal data security is paramount. Make sure your partner complies with all protocols and uses all necessary techniques for the protection of personal information.

Of course, all the above questions are only a starting point for a more detailed discussion of programmatic capacity as a mean of brand promotion. And most importantly - make your perfect plans turned into perfect campaigns.

 

[Storm]

Is this a type of advertising that you can just setup and then forget about it while it does everything for you? I just don't know anything about this form of advertising myself.

 

[DorisRon]

Nowadays many advertising markets use programmatic. It's difficult to explain briefly. Mail me please and I'll give you all information about such a tech. My mailbox is [email protected]

 

[DorisRon]

LAST WARNING: BIG DATA & PROGRAMMATIC ARE NOT OPTIONS ANY MORE

Marketers can no longer ignore the importance of programmatic - the era of the optional use of big data and programmatic sank into oblivion. It is time to include algorithmic advertising buying into live marketing strategies.

If an advertiser spends more than $ 5 thousand per month on advertising, then it's time to come to his senses. And for an agency, especially a creative one, it is even more important. Obviously, programmatic acquired the status of absolute necessity in the portfolio of skills and marketing efforts of companies.

Forget about pixels, cookie, real-time bidding (RTB), and all the backstage of programmatic. Instead, think of the simplest definition of algorithmic buying - call it "smart advertising", the advertising, which has the potential to become the most relevant, timely and worthy of clicks of your target audience. If we say essentially, it's a complete coincidence of user behavior with your spending on advertising and targeting.

DAY OF BIG DATA
Even those who cast doubt on the effectiveness of big data, can not disagree with the fact that our world has changed irreversibly, and the mainstream of our time is the apparent success of big data. Retargeting, predictive lead scoring, big data and programmatic platforms generate new retail, B2B and service market leaders. The main thesis of today is approximately as follows: "Use programmatic and data and win or ignore the innovative technologies and join the ranks of the losers."

Let's consider a simple example.

Dumb Marketing. We can spend $ 50 thousand for the traditional Digital marketing and see how it will affect CTR and conversion rate. Nothing sensible will come of it, because this approach is similar to the good old Billboard on the road - we can only hope that the advertisement will be seen by the right person.

Smart Marketing. We find very specific sites that are fully consistent with the profile of our user and get the best price. Then on the fly we optimize our campaign, basing on the indicators of CTR and conversion. Now we organize the displaying of the advertisements basing on consumer intentions and numerous data from the user's profile included in the target audience.

HOW TO SOLVE THE PROBLEM WITH THE TRAINING
In fact it is not so difficult. If you look at programmatic in terms of improving the current ads, SMM and content marketing, you will not have to study hard.

Firstly, think with old school values of direct marketing. Direct marketing is in the sense that you can choose your most profitable target audience and segmentate the campaign to address precisely these people.

Secondly, go back to your content marketing strategy, in which all posts in the blog, "tweets" on Twitter, posts in Facebook and other variations of efforts to disseminate content have already been thought through. You just need to add a layer of creative advertising and text, designed for the target audience.

Thirdly, you must think about how to measure success. Are you working on brand recognition? Then displaying of ads to the right audience can be extremely useful. It all depends on the goals that the marketer sets for himself.

Clear objectives, segmentation of audience, ordered content, and a little effort will lead to programmatic and big data nirvana. Even if it is a completely new territory for the brand.

We need to start with a simple and then improve and adjust our experience, tracking results of advertising campaigns. And yes, it can be just as exciting as difficult. That's why you can always turn to the technology supplier or even rent a platform. Payback will be more than impressive.