why your business should have a solid programmatic strategy?
Agencies and marketers continue to see programmatic as an essential part of their future. It remains the most efficient way for advertisers and media agencies to connect with publishers and operate large-scale ad campaigns.
In traditional marketing efforts the analysis and optimization of campaigns are established after they have finished. Programmatic marketing ad campaigns are updated and optimized in real time.
Programmatic marketing can be especially valuable for B2B ad campaigns; in many B2C campaigns it is beneficial to target a mass audience, however, in the B2B sector the target audience of key decision makers is often much smaller / specialized and therefore is very well suited to a programmatic marketing approach.
A hugely differentiated factor of programmatic marketing is the sheer volume of tests you can actually run, meaningfully in any given time period.
Most marketers appreciate having control over their work because it allows us to exert more control over outcomes. When you can directly influence the ROI of your next programmatic ad campaign you take back the control that has traditionally been held by managed service vendors.
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what exactly is a programmatic ad strategy ?
At first, programmatic advertising might seem too complex and the question of how to build a programmatic strategy is very common among those who are just starting to launch programmatic campaigns and work with self-service DSP.
There are many things to consider while creating a programmatic ad strategy, but the core stages remain the same for any kind of campaign. Namely -Preparation, Work with the audience, Creating engaging ads & Making the right targeting choices
Every stage is very important for the success of the whole strategy, so make sure that you put enough effort into each of these steps and pay attention to the details.
common mistakes brands make when developing a programmatic ad strategy.
when you decide to invest in a programmatic strategy, here are few challenges we help you overcome.
Prioritizing revenue over the user experience - When your ad budget is large it is hard to avoid the temptation to place ads at every possible webpage. The problem is, many ad units are considered to be intrusive, they interfere with user experience
Forgetting about ad campaign frequency - Choosing the frequency of impressions is one of the crucial steps in planning an advertising campaign. By showing the ads to the user too frequently you are risking the brand’s credibility and push your audience to apply ad blockers.
Ignoring targeting steps in planning an advertising campaign - Steps involved in planning an advertising campaign should always include targeting because ‘lazy targeting’ undermines even the strongest marketing strategies.
Not measuring the effectiveness of your ad campaigns - In order to optimize your campaign properly, it is important to regularly review the performance and analyze how effective were your steps in planning an advertising campaign.
Setting and forgetting - Automated advertising systems may help you set it and forget it easily. After registering at the platform advertiser typically fills out the account, downloads a creative, limits daily budget spend, frequency, and launches a campaign on preferable media channels.
The most important Pillars of Programmatic Strategy
Audience Who should I target? That is the constant question that advertisers are faced with. Programmatic allows you to target a plethora of audience types including 1st Party, 2nd Party and 3rd Party audiences.
Inventory Inventory is a much more prevalent thing to consider in programmatic. You have the option to create Private Deals or entering Private first look auctions, with high engaged publishers.
Creative Programmatic is like any other prospecting or visual based channel. It requires ads that are eye catching, resonate with the viewer and have a clear message as to what it is selling.
Decisioning This is where we decide, what works best for the brand, the current strategy and where we want to take it. We analyze what initially has the best chances of success, based on previous initalives, assign some additional tests for comparison and launch campaigns.
Feedback You take the data that you have collected, take learnings, adjust targeting, and create hypothesis for new tests, based on the performance of your existing campaigns.
top reasons why a programmatic strategy is very important for your business
Scalable and Flexible Spending - Programmatic ads are completely scalable in how much is spent on ad campaigns, making it an appropriate form of advertising for big and small businesses alike.
Large Reach - Programmatic advertising provides enormous reach to marketers because the marketplace for publishers far exceeds anything else.
Transparency - Programmatic advertising provides a level of transparency for marketers that allows them total visibility over their campaigns.
Efficiency - Access to this data in real-time means that marketers can make changes where necessary and optimize the placement and style of digital ads in order to effectively make conversions.
Targeting - the specificity of programmatic advertising allows for a level of targeting that is unparalleled by any other form of modern marketing. Programmatic advertising means several different factors can be segmented and targeted according to the needs of the marketer.
Real-time Data - Because as it’s heart, programmatic advertising is conducted through the application and analysis of data in real-time, marketers have access to this information in real-time, too.
why we are the best people to do this for you ?
We understand that you’re looking for partners, not vendors. That’s why we focus our energies on adding value to your programmatic advertising strategy. By treating every piece of work as a new challenge, we break it down to produce something that is innovative, strategically sound, and fun.
if you’re looking to measure the effectiveness of your digital creative effort, there are not too many tools out there to help you – but the main thing is that the right metrics and KPIs need to be selected in the first place, we help you set them and build flawless digital experiences for your customers.
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