Do you dream of being able to find your customers online and compete for their attention amongst the myriad of distractions and other advertisers fighting for them? Of course you do! It’s what every business wants – to be able to identify your ideal customer and target them with your advert just at the right moment. Well, it’s now no longer a dream. Intelligent customer targeting has arrived in the form of programmatic advertising.
So what is programmatic advertising? It refers to the process of purchasing digital ad space via a piece of software. This software relies on algorithms to deliver advertisements using real-time bidding. This is also known as programmatic marketing or programmatic media buying.
Before programmatic ad buying, online advertising was bought based on choosing the websites you thought your customer might visit. Now the basis is reversed and rather than making an educated guess at your customers browsing interest, you can profile your customer’s demographics and let software discover where they are online. Not only does the system work out where they are, but the intelligent software learns from their behaviour too. It constantly re-evaluates and hones the targeting, thus making your buying more effective as time goes on.
Benefits of using programmatic advertising include:
Only pay for the customers you want!
As a business, it’s important to promote your brand as efficiently as possible. Programmatic advertising means that your ads are only shown to the consumers you want and you only pay when your ad is shown. This form of advertising also allows you to target your consumers individually, decisions are made within microseconds to decide if this customer is cost effective to buy.
Through targeting consumers individually, you target only users who are relevant to your brand. It also enables you to prospect and finds other users online who behave in a similar way with act-alike technology. Programmatic ads then drive people to your site to show their interest by making a call, emailing your sales team or booking a test drive.
Reach lots of digital properties across screens.
Programmatic advertising allows you to place adverts on a multitude of different advertising platforms. These include; apps and websites, meaning you can target to a wider audience pool.
Real-time measurement and optimisation.
The performance of each advert is measured in real time, meaning that you can adapt and optimise adverts based on user’s behaviour. You can easily see how adverts are performing and allocate more money or reduce spend depending on their performance.
Show a specific ad to each customer.
Through a targeting process, brands are able to determine precisely who gets to see which advert and when they see it. It picks the audience the ads are being shown to, therefore advertisers have a better chance of engaging their best prospects.
So, if digital marketing is part of your plan, this has to be the more intelligent way to buy your advertising. Talk to us about how we can help set up a campaign tailored for you.
Call Andy for a chat over a coffee…