In the advertising world, there are several different methods used. Of course, getting people’s attention in today’s busy digital world is no easy task. There are millions of apps, websites, and other digital media being viewed all day, every day, across several channels. Trying to reach every possible audience member on those channels can prove to be an intimidating task, to say the least.
Enter programmatic advertising. This is simply the automated buying and selling of various online advertising slots and placements. The idea is to consolidate and streamline your digital marketing efforts and ensure that you can reach the right segmented audiences in the right places. Using data, you will only pay for the ads that deliver to the correct users at the appropriate time, thanks to the help of robust algorithms.
In this guide, we’ll uncover the details of this marketing tool, its benefits, and more. By the end, you’ll understand what your company is missing by not adding this marketing tool to your strategy and what you can do to change that.
How Does Programmatic Advertising Work?
This process is fairly straightforward. It can seem daunting at first, but when you break it down, it’s a familiar concept to many that have been in the digital marketing world for some time. Basically, at the heart of every platform, there is an algorithm that is carefully designed to analyze specific inputs and behaviors so that optimizations can be made in real-time, better audiences can be targeted, and the people who are most likely to convert will see the ads.
It’s not just for you, though. Companies certainly can benefit from programmatic advertising, and that’s the point of it all. However, it’s also a benefit to your audience because they’re getting better advertising as a result. Don’t take this lightly, because your customers will appreciate it.
What Are the Pros and Cons of Programmatic Advertising?
This is just one of many digital advertising solutions, and it may or may not work for everyone. It does offer a better targeting option that is more precise than the traditional “spray and pay” method that is more blanketed. Here are the biggest benefits that you’ll want to keep in mind:
- Better Targeting: The most obvious benefit of this advertising method is that it targets better audiences and users. Because it refines information based on data down to the second, in real-time, you can guarantee that people see the most relevant ads and that ads are shown to the people most likely to convert.
- Streamlined Management: Streamlining your campaigns by managing everything through a single platform or system will make it easier to achieve your goals and get a big picture look at everything. This also helps you visualize your success without having to look at a bunch of different platforms or metrics to piece it all together.
- No More Guesswork: Programmatic advertising helps both sellers and buyers make informed decisions based on data, removing the guesswork from the ad buying process. You’ll be able to buy better ads and deliver them to better targets. This improves your ad spend and campaign success in several ways.
These are just a few of the biggest perks of this advertising method. It allows users to have a more effective messaging funnel and optimize the share of attention while using data to find and optimize new marketing opportunities.
There are really no disadvantages to this marketing tool. It’s here, it’s working, and it looks like it’s here to stay. The only disadvantage you have is taking too long to get on board. Your competitors are already getting started, or have campaigns in place. Now, it’s your turn.
Why Does it Matter?
Some people are looking at this wondering if they need to bother. Their marketing is doing fine, after all, so why change it? The reality is, though, that an upgrade can be an upgrade to your bottom line, too. Programmatic ad spending has topped $80 billion and continues to grow, and has grown more than four times in just the past four or five years alone.
So yes, programmatic advertising matters. It matters because machine learning, when combined with the appropriate data (input by you), can streamline your advertising process and ensure that the right people see your message at the right time. It’s giving your company and your customer the best marketing solution at once, as mentioned above. That is what sets this method apart.
Some people ask if this is the future of marketing. The answer is no. Programmatic advertising is here now, and you need to get on board. Otherwise, you’re going to miss out on the opportunity to reach new markets, better target existing ones, and maximize your ad spend. Why does it matter? Because, like most of the other important things in digital marketing and everything that goes against what your mother taught you, everyone else is doing it.
If you’re not, you’re losing revenue, customers, and your share of the ad market. At the end of the day, the fact that this industry is growing so rapidly should be indication enough that you need to get on board. The good news, of course, is that you don’t have to do it alone.
Up Your Advertising Game Now
If you’re looking for a way to diversify or improve your digital marketing campaign, contact the team at REIN. We have years of experience in digital marketing and know how to incorporate the best practices of methods like programmatic advertising. We can help you explore your options and set up dynamic marketing campaigns to take your brand to the next level.
At REIN, we are dedicated to delivering the best marketing solutions to empower your brand success. From the latest marketing strategies to consultations and more, we can take care of just about anything. Contact us now to discuss your needs and get started.