Constant scheduling, manual negotiations, and pricing discussions, all these time-wasting activities are obsolete with programmatic advertising.
Programmatic advertising is simply campaign automation. It allows your team to focus their time on measuring campaign performance to ensure your budget is put to the best possible use with zero wasted time or money.
Programmatic also enables you to reach a larger audience. Nearly 60% of the global population is online. With precise targeting and programmatic experience, brands can find an approach to every potential customer.
With that in mind, here are the top tips for programmatic success:
- Be selective with platforms. Understand the platform’s reach – examine which ad exchanges are included and ensure they are relevant to your target audience. Ensure you – or your partners – know the platform’s pricing structure (dynamic vs. fixed CPMs) and make your selections based on specific campaign goals.
- Understand the Customer and their Journey. The more you understand you customer’s behaviors, the better you can connect with them throughout the journey and at key points in the funnel. Programmatic advertising allows you to tailor your branded content to each user’s interest at each stage of their experience. In fact, segmenting your customers based on their interests, preferences, and the specifics of their journey enables you to deliver the right message in the right way to each audience segment.
- Let performance drive optimization. There is a reason it’s called “performance marketing.” The best approach allows for flexibility and revisions as performance data is available. This means you need to give your campaigns enough time for machine learning to occur as each user response informs the algorithms on the types of people most likely to act on your ad. Every ad interaction creates an opportunity for learning and improvement. In other words, programmatic advertising enables brands to narrow campaign targeting with each measured result.
- Cast a wide net that’s based on stated goals. Programmatic success relies on multi-channel optimization. However, it’s important to select the channels that will deliver the desired call-to-action. This wide net also includes the content types you use in your programmatic campaigns. Because the algorithms continually test user response, delivering three-to-five different pieces of content gives you more performance data to connect with different buyers.
While it’s easy to think that programmatic advertising is entirely automated, you still need a clear strategy behind it. Machines are only as useful as the people operating them. Combining human experience and creativity with marketing automation delivers credible, actionable, successful campaigns. If you’d like assistance getting started in programmatic advertising, contact us today. We are happy to help.
