Today, purchasing advertising is ever changing and it seems as though Marketers are moving further away from direct buys with a Publisher and are now understanding the power of programmatic buying. To understand the power of buying programmatically lets first outline what it is and the five key benefits to the Marketer.
Programmatic simply means automated, so programmatic marketing refers to using technology to automate the process of buying and selling online advertisements. One of the ways to purchase ads programmatically is real-time bidding (RTB), which refers to buying ads through computer-run auctions. With the use of real-time bidding the Marketer can save a lot of time, money, and create highly targeted and effective campaigns. Here’s a list of 5 benefits of programmatic marketing.
- Send ads to one single consumer in one single context
Marketers can precisely determine which consumer gets to see which ad and when. This is a huge advantage over traditional segment-based buying.
- Reach the consumers you want
With more qualitative inventory sources to reach consumers for your product or service, you avoid paying for the wrong kind of audience and wasting your advertising budget.
When you buy programmatically the buyer can use many data points and algorithms to find the right audience to serve highly targeted ads or content. With real-time data you can evaluate clickstream, behavioral, demographic, psychographic, and many more data points to decide what your target audience would like to see.
Programmatic buying connects many inventory sources to reach a large number of websites and digital devices (smart phones, tables), screens (PC’s), and channels to match them with the proper user profile. All in all, advertisers can connect with audiences faster and smarter on any device and channel in milliseconds.
Programmatic buying measures campaign results in real-time, which helps you make clear and measurable campaign goals. The optimization and algorithms process data to make adjustments when needed to allow the campaign to be more efficient and create the most cost effective and targeted campaign.
In a recent article in Ad Exchanger by Sarah Sluis she states that 87% of brands and agencies plan to spend 50% more on programmatic ad buying. In a similar article by Advertising Age they project that $9.8 billion will be spent on programmatic buying in the U.S. in the next year. This included mobile, video, and desktop placements.
Final thoughts
Consumers are looking for relevant and personalized content to meet their purchase needs. With programmatic buying we ensure the most cost effective way to deliver personalized content, qualified leads, lower conversion cost than traditional purchases, and a better ROI.
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Andy Dixon
