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The 5 Benefits of Programmatic Advertising

Consumers are spending increasingly more time online, making digital marketing a powerful tool for companies of all sizes. While digital advertising is a great way to reach consumers, it’s important that you are able to target the most highly engaged and interested audiences. For your online advertising campaign to succeed, you need to match ads to the right audiences on the right platforms—at the right time. Doing so manually can be time-consuming and difficult to complete with accuracy.

Programmatic advertising uses technology to automate the buying and selling of online advertisements. It offers a quick and easy way to buy impressions across a variety of websites and networks to reach consumers who are most likely to engage with your products and services. While you can certainly reach people through traditional ad buying, programmatic advertising comes with 5 advantages that can help you connect with your target audience and improve your campaigns:

1. Efficiency

Automation speeds up the process of buying and displaying ads online. With programmatic advertising, you’ll get to see your results come to life immediately. Once the ad placements are purchased and the design work is complete, you can start generating new clicks or purchases right away. No more insertion orders required—the technology that powers programmatic does the heavy lifting for you, so you can reach your target audience when and where they are ready to buy. Even better, you aren’t wasting your ad impressions on people that aren’t in your target audience, so your advertising dollars go farther.

2. Measurement in Real-Time

Programmatic advertising allows you to make adjustments to your campaigns at any point, in real-time. At the beginning of the flight, you can start out your campaigns by casting a wide net—targeting your ads to a much broader audience while testing theories around what your ideal audience might be. Once you’ve determined the perfect target audience, you can adjust these restrictions before the flight ends to improve campaign performance.

3. Increased Reach

Through programmatic advertising, you can easily determine the specific audience you want to reach using a wealth of online data. Rather than trying to reach soccer fans on a sports website or page specifically, you can build an audience of soccer fans and reach them across hundreds of websites, wherever they happen to be online. You can stretch your audience as far as your budget allows with programmatic advertising, reaching almost any consumer on the internet.

4. Transparency

Although programmatic ad buying automates much of the buying process, you still have access to the purchase price of the ad, the platform it’s running on, the number of impressions, clicks, and other interactions. You can also access data about your audience, including browsing and buying habits as well as brand loyalty. This transparency allows you to optimize your campaigns for performance at any point.

5. A Variety of Channels

Most marketers rely on multiple kinds of ads to run a successful campaign. As a result, you can reach your target audience across many different channels with programmatic advertising, including:

Display: Display advertising deals with both image and text banner ads. Programmatic display advertising platforms can buy these ads from any website or search engine that supports them.
Video: Programmatic marketing and buying services for video ads allow you to utilize video ads that run before, during and after website and social media videos.
Mobile: Programmatic advertising for mobile ads has become popular due to the growing use of mobile devices in everyday life. This option involves the automated purchase of ads for tablets, smartphones and more.
Native: Native ads are designed to fit the presentation of a specific platform, including social media platforms. Programmatic advertising software can buy native ads across channels.
CTV: Connected TV combines the efficiency and targeting of programmatic with the broad appeal of TV advertising. Marketers looking to reach engaged audiences while they are watching TV through the internet are turning to CTV to boost campaign performance.

Why Work With a Programmatic Advertising Agency?

Programmatic advertising platforms are designed to streamline the ad buying process. However, if you’ve never used one of these systems, getting started with programmatic might feel intimidating. The monthly minimums may also be more than you can commit to spending. If you’ve decided to implement programmatic advertising at your business, you might consider using a programmatic advertising agency.

At AUDIENCEX, we have run thousands of high-performance programmatic advertising campaigns for our clients across all channels and devices. We’re dedicated to helping businesses across industries have more successful interactions with their customers.

To learn more about the benefits of working with AUDIENCEX and how we can help increase the performance of your campaigns, reach out to us today.

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The field of digital advertising is constantly changing as new technologies are introduced. With these new technologies, companies alter the ways they deploy digital ads to reach their audiences more effectively. When it comes to digital advertising, programmatic advertising and real-time bidding (RTB) are at the forefront of the discussion. While these terms are often used interchangeably, they are not actually the same thing. Marketers can use both programmatic advertising and RTB to efficiently and effectively target ads to their specific audience.

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A Beginner’s Guide to Programmatic Advertising

Digital advertising is one of the most dynamic fields to follow. A steady stream of new technological developments is constantly transforming the way companies create and deploy online ads, offering cutting-edge ways to ensure your advertising reaches your audience. One such tool is programmatic advertising: a method that automates and optimizes the purchase of ad space, using machine learning to deliver the most effective ads to potential customers.

In the past, marketers had to juggle proposal requests, quotes and tenders by negotiating with multiple people along the line. The term “programmatic” refers to workflow automation made possible by technology that employs algorithmic artificial intelligence technology to optimize the delivery of ads based on a visitor’s behavior. Brands and agencies use a demand-side platform (DSP) to determine which impressions to buy and at what price, and publishers use a supply-side platform (SSP) to sell their ad space to brands. With this form of marketing, advertisers stop wasting money on delivering ads to poor quality leads.

Programmatic advertising takes place in the blink of an eye, in the time it takes for a web page to load, making it one of the least understood forms of marketing. We’ll cover everything you need to know, including the benefits of programmatic advertising, the options available and how it works.

What Ad Formats Are Possible with Programmatic Advertising?

Programmatic covers the full range of possible advertising formats. If an ad can be placed on a web page, it can be done with a programmatic approach. The bulk of programmatic advertising is targeted to the following formats.

Display: The majority of programmatic ads are in the good old-fashioned display style. These banner ads come in standard sizes and are often static, but HTML5 has allowed display ads to incorporate animation and other eye-catching features to improve click-through rates (CTR).
Mobile: There’s no escaping the popularity of mobile. Mobile traffic increased by 222% between 2013 and 2018, making mobile advertising a key area for programmatic ad placement. These are the ads that appear while you’re scrolling mobile-formatted sites, and even on a number of free apps.
Native: Native ads rely on relevancy and audience targeting to blend in with a site’s normal content and structure. Programmatic buying helps advertisers maximize relevancy through analytics and AI. With this technology, advertisers get better performance by presenting the content to the right lead at the right time.
Video: In-stream video ads play before you start the video you clicked on, out-stream video ads play in the middle of online articles, and in-display video ads are those that top the “up next” column on your YouTube feed. Programmatic buying helps advertisers better capture elusive attention spans with segmentation and targeting.
OTT: Over the top (OTT) content is streamed through the internet directly to a smartphone, laptop, connected TV (CTV) or another device. It is similar to traditional TV advertising, but marketers have a greater ability to target audiences with programmatic OTT ads.
Interactive: An up-and-coming form of ad is interactive. These typically appear in apps and contain an element in which a user is invited to perform actions on the ad like clicking and/or dragging. It shows how an app or game may work, and programmatic buying helps make it more likely that the ad is served up to someone who will actually interact with it.

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