We live in a digital world, there’s no getting around that. Furthermore, there are several businesses that open up each and every day. Before the dawn of this digital age, if you wanted to market your business you went through the traditional avenues like billboards, radio, tv, etc. However, there is a digital strategy that is new to the scene and gaining popularity. This method is called programmatic display advertising and it’s something that you should be looking into. Well, today, we’re here to tell you what programmatic display advertising is and why you need it.
What is Programmatic Display Advertising?
We’re sure the main question that is on everyone’s mind is just what exactly is programmatic display advertising? Put simply, it is the use of AI and machine learning to buy advertising in real-time. Instead of going through human negotiations and pre-set prices.
This new method of display advertising is gaining traction in many small to medium sized businesses. In the past, programmatic advertising was only accessible to larger budget businesses and advertising agencies. But digital marketing has given other businesses increased access to the technology. And, the ability to compete with their larger competitors.
There are many ways to harness the power of this new digital marketing technique. The more methods you’re aware of, the better you can figure out if it is a good fit for your business.
Programmatic display advertising is exciting for a variety of reasons. One such reason is that it allows you to target your key audiences on a macro level. This lets you target viewers with the right message, at the right place, at the right time. This means you’re using your ad budget smarter. Therefore, eliminating waste on viewers who are unlikely to be interested in your product.
Another advantage of programmatic display advertising is that the performance of each ad is measured in real time. This means that you do not need to wait for data spreadsheets from third parties after your ads go live. However, keep in mind that this means that you can optimize and refine your ad campaigns on the fly now.
Programmatic display advertising also lets you customize your budgets in a new manner. Because you have real-time analytical data, you can have active oversight of your budget. You can now adjust and optimize your ads, budgets, and targeting with various tests in order to continually improve results.
Transparency and Multi-Channel Reach
One thing that businesses want when they take their advertising to agencies and other third parties is transparency when it comes to where their money is going and the results of the campaigns they are investing in. However, with programmatic display advertising you can now have full transparency over fees. In addition, you can now know exactly where and how much of your money is being spent on what.
This is fantastic because it now allows you to make decisions that are more informed when it comes to your digital marketing efforts. Furthermore, with more and more digital platforms that potential customers are taking advantage of, the channels that are open to advertise on are increasing as well. This brings its own unique benefits for programmatic display advertising.
Programmatic display advertising allows you to reach audiences across so many devices. For example, OTT (Over the Top) and CTV (connected) TV is an example of this type of advertising. Some of the devices that users are utilizing is mobile, desktop, tablet, in-app, via TV and even out-of-home. The possibilities are endless.
Define Your Goals
As with any new marketing venture, you’ll want to define your goals and KPIs when starting your programmatic display advertising. To do so, you should use existing data to determine what type of advertising awareness you need and set a fitting strategy. This will allow you determine short- and long-term goals.
The most important thing to be aware of is that you don’t want to jump into this new foray just for the sake of it. Make sure that it can bring real advantages and benefits to your business. You always want to make marketing decisions for the right reasons and not solely to jump on a popular bandwagon.
Protect Your Brand
One potential problem to be aware of with programmatic advertising is that there is a chance that your ads can appear in the wrong place. This can lead to a dip in your brand’s reputation. This is something you’ll want to avoid at all costs. Thankfully, there are certain precautions you can take to avoid this outcome.
One way to protect your brand is to ensure that your demand-side blacklist is constantly updated and monitored for inappropriate sites. Some platforms allow for the exclusion of entire categories from ad spends, which can be particularly helpful.
Another method at your disposal is if you have sensitive products, you can also whitelist them. What this means is that it allows you to give an approved list of websites for your product to appear on. The drawback here is that it slightly limits your targeting prospects and is more expensive. However, the benefit here is that it guarantees that nothing you deem negative is associated with your ads and brand. If you’re using an agency, ensure that they are doing all they can to exclude low quality and sensitive sites from having your ads served on them.
As you can see, programmatic display advertising is a strong and rising advertising method that many businesses should be taking advantage of. It offers small and medium sized businesses a chance to diversify their digital advertising. This is a great opportunity for many businesses around the country.
Start looking into programmatic display advertising and see if it is a good fit for your digital marketing strategy. The sooner you jump onto this trend, the better your business’ position will be when it inevitably becomes more widespread. That way you can reap the benefits and grow your business like never before. If you need any help or need any of the services we discussed today, visit us at: https://anytimedigitalmarketing.com/ to see how we can help you to grow your business.