Marketing Archives – AUDIENCEX

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.

Finding the Best Digital Marketing Tactics for Your Campaign Goals

In this guide we will break down campaign goals into three buckets—awareness, acquisition, and driving traffic—and offer some specific digital marketing strategies you might want to try to achieve each goal.

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.

What is an Independent Trading Desk?

For many businesses, finding and engaging with their online audience can be a major challenge. How can you reach your audience effectively when there are so many screens, devices, and apps to be targeted?

Using Geotargeting & Geofencing in Advertising: The Basics

For local businesses and national brands alike, location data can be a valuable marketing tool to help reach your target audience. By understanding where your consumers are located and adjusting your messaging appropriately, you can send them personalized, relevant content to help drive them further down the consumer funnel and drive them to your stores. Geofencing and geotargeting are two different digital marketing tactics that make this possible.

Tis the Season for New Holiday Campaign Strategies

Happy holiday marketing planning! It may still feel like summer, but ‘tis the season to get prepared for some high-powered Q4 campaigns!

Not sure where to start? Our campaign strategists have analyzed thousands of holiday campaigns from the last several years and compiled a few tips and tricks to help your holiday campaigns get ready to shine.

In this guide, you’ll learn:

New strategies to drive successful brand holiday campaigns
Key stats and figures that show when your budget is best used
When to launch your campaigns to capture as many shoppers as possible

The 2019 holiday shopping season is a bit shortened this year, because Thanksgiving Day falls late in the month on November 28, giving only 27 shopping days between Thanksgiving and Christmas. This shift puts additional strain on shoppers, retailers and marketers alike.

Last year, Cyber Monday was the heaviest online spending day in history, with a reported $7.87 billion in sales. Meanwhile, Thanksgiving and Black Friday experienced significantly above-average growth rates as they become more important shopping days for e-commerce. This means promotional campaigns should be launched by early November, with pacing plans in place to allow for increasing your media spend in the week before Black Friday and Cyber Monday.

Fill out the form below to download the guide. And happy holiday campaign planning!

Our campaign strategists are available to talk about your goals and how we can help you exceed them. Contact us to schedule a time to talk.

Announcing a New Digital Marketing Scholarship

AUDIENCEX is focused on simplifying the complex world of digital advertising, and we understand that the demand for skilled digital marketers is only going to increase. We are focused on helping the next generation of digital marketers make their mark on our industry. To that end, we are excited to offer a digital marketing scholarship to a future leader in the digital marketing and media industry.

Pixels, Please!

Pixels make the digital advertising world go round. And yet, they are sometimes almost an afterthought of modern marketers. First, you make the marketing plan, build your audience, design your creative, and get the campaign launched. Having the right pixels placed can be almost forgotten. But when you are relying on lookalike targeting and prospecting to find more potential customers for your brand, having a solid amount of visitors already tagged is important. So why wait? It’s time to get pixeling!

A Quick Guide to Programmatic Video Ads

The demand for engaging video content is on the rise. Short videos are easier to digest for consumers compared with long pages of text, and simultaneously video advertising is quickly becoming most popular ad format in digital advertising today. But having a powerful, engaging video asset is just the first piece of the puzzle. How do you get that amazing content in front of your target audience and get it seen, quickly and efficiently? Enter programmatic video advertising.

Integrating Search & Social Advertising

As marketers, we know that the customer’s buying journey touches several different channels along the path to conversion. From awareness to conversion, the message should follow the customer and stay with them as you work to maintain and expand their business.

Managing, measuring, and optimizing these channels side-by-side allows for improved budgeting, bidding, and targeting decisioning. How can you run and optimize cross-channel campaigns simultaneously in a way that provides the best performance? How can you leverage data from one platform to improve performance in the other?

Our team of campaign strategists have put together a quick guide to help you integrate your search & social marketing for maximum impact. Fill out the form below to download the guide.

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