Would you like to learn to automatically buy and sell the advertisement space with the help of technology in real-time?
What if we say that every other business that is your competitor is using this tactic?
Better yet, what if we tell you how to leverage this tactic of programmatic advertising with impeccable tips and tricks and in-demand trends to earn more sales and outrank your competitor?
Before we dive in, let’s understand what programmatic advertising is.
What is Programmatic Advertising?
Programmatic advertising, also known as real-time advertising, is the use of artificial intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices.
One of its main benefits are that it doesn’t require extensive technology or planning to achieve your business goals. If executed successfully, real-time advertising can serve as a great technique to grow your business quickly and efficiently.
Now let’s take a look at how Programmatic advertising works.
How Programmatic Advertising Functions
Stage 1: Arrive
When a user reaches a website concerned with programmatic advertising, it kickstarts the automated advertising process.
Stage 2: Read
After acquiring information on functional ad space, the Supply Side Platform (SSP) analyses a user’s cookies. Programmatic companies try to comprehend as much as possible about the user to provide a relevant ad.
Step 3: Evaluate
Coordinating Demand-side Platform (DSP) comes into the picture now. By examining information collected by SSP, the DSP can assess the user’s worth and allot it a value.
Step 4: Bid
The DSP offers a bid to the SSP in real-time based on the value assigned to the user.
Step 5: Choose
Upon receiving the DSP’s bid, SSP will review it. SSP will then pick its winner, which is most likely the highest bidder. Depending on the auction, you shall pay your highest bid or for the second highest bid in addition to a fee.
Step 6: Deliver
Once the winner is picked, SSP immediately delivers the ad to the user.
Why Do Advertisers Prefer Programmatic for Their Display Campaigns?
Now that we understand how programmatic advertising works, let’s understand why it’s a good choice for advertisers.
By automating your bidding process as well as modifying your cost-per-thousand impressions (CPMs) in real-time, you optimize your ad spend. Programmatic advertising, therefore, lowers your advertising costs.
Compared to traditional advertising, it provides greater transparency to marketers. You can see what sites your ads reach and the type of customer who views them.
Due to this, real-time reporting and data measurement are possible. You do not have to wait for the campaign to get over to see results.
As a result, you can ensure maximum productivity and pay attention to other high-priority tasks as programmatic advertising handles the process of bidding itself without you having to take care of it.
7 Tips and Tricks to Remember
1. Ensure Brand Safety and Reputation Management
Programmatic brand safety is a necessity, not an option.
Ensure that you are paying adequate attention to the “harmful/dangerous content”. This means to make sure that the ad does not appear alongside inappropriate or irrelevant content inadvertently.
For example, page content that might be harmful to a women’s brand may not be harmful to a men’s brand.
So it’s crucial you take this into consideration.
Learn how to build your brand reputation online.
2. Understand the Customer Journey
You probably don’t know your customers well enough if you don’t know their journey.
By understanding the customer journey well, you will gain an invaluable and essential view of your potential and existing customers.
This enables you to realize a better return on your marketing investments and bid for better ad spaces.
3. Be Clear About Your Advertising Objective
Until and unless you are clear about your advertising objectives, you cannot ensure high conversions.
Ask yourself whether you want to spread brand awareness or drive conversions.
Setting a clear objective ensures that the campaign gets designed to achieve your goals and more importantly that it is worth the investment.
4. Use Attractive and Rich Media for Your Campaigns
Text-based content is a critical part of your marketing, but to have an edge over your competitors in this digital era, visual content must play a key role in all your efforts.
However, if your visual content is badly designed, you will end up doing more harm than good.
Always keep your audience in mind and design content that grabs their attention.
This makes your content likable and converting them is just a step away.
5. CRM Data Integration is an Exciting Part of Programmatic Advertising
Integrating your Customer Relationship Management (CRM) data into a DSP ensures optimization of your audience targeting.
This enables better personalization, predictive messaging, and the discovery of additional data sources to meet your quality requirements.
6. Segment Your Audience and Target Them With Personalized Ads
Targeting the right audience with the right message is an essential part of programmatic advertising.
You must strive to personalize your ads as the audience appreciates your effort in recognizing them.
As marketers, you can segment your audience and determine how to personalize the ad content based on your audience’s industry, age, range, job title, gender, etc.
Not only will this boost customer retention, but it will also ensure social sharing and brand reach.
7. Utilize Insightful Audience Data
You might have the best product but if it is targeted to the wrong people, then you’re bound to make zero sales.
Audience insights, therefore, are critical to picture the right audience instead of doing guesswork.
Measures of audience data could include data such as gender, age, income, etc.
So utilizing detailed audience data makes you reach the right audience and bring in more sales.
Key Takeaways for In-Demand Programmatic Advertising Trends
1. Contextual Advertising
Although contextual advertising is still relatively new, marketers are beginning to realize its potential.
Contextual advertising is more cost-effective than traditional marketing because you’re only charged for clicks, not for displaying ads.
As ads are posted after thorough keyword research, you can reach the right audience.
This helps you in engaging your customers in a meaningful manner to boost sales.
Mobile traffic is undoubtedly the future of advertising.
This gives advertisers like you more power to better your performance with mobile responsive display ads than standard display ads.
As a result, the user experience gets better and the conversion rate gets higher.
3. In-House Digital Advertising
In-house is the path that digital marketing is traversing. And yes, for the right reasons.
You no longer have to deal with unsatisfactory client-agency relationships where ad spend is questionable.
In-house advertising, therefore, lets you have control over how your money is being spent.
Moreover, the in-house staff is immersed in your brand. Your team knows your products, understands your markets, and is driven to succeed for your brand.
This ensures centralized branding and messaging.
4. More Video Formats
Compared to reading a text, viewers retain 95% of a message when they watch a video
Even though the programmatic video is still relatively new, the demand for it is steadily rising.
This is because programmatic videos are one of the best ways to monetize video content.
The best part is you can run video ads even when you don’t have video content.
5. First-Party Data
Embracing first-party data is considered the most valuable data as it is collected directly from the source (visitors and customers) across systems that a business owns.
Also, it is the most cost-effective data type as well.
With your first-party data at hand, you can cooperate with partners such as Google, Facebook, and other social media apps to utilize it as a seed for their algorithms.
So that’s it for programmatic tips and tricks and in-demand trends for increasing customer engagement.
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