What does Programmatic Marketing mean?
Programmatic marketing, simply, is a way through which a company can target the type of audience it wants to show its advertisements to. Marketing through this means one can encompass various segments across demographics including age, social standing to a particular geography in different areas of the country. A company can limit ads to times of day and frequency as in the case of paid search in a similar way the company can also decide they want to show their add to which publisher. One of the major benefits of programmatic marketing is that by using programmatic marketing, the company pays only for the effective ads. Programmatic marketing deliver effective ads to the right people at the right time.
It is basically the purchase and sale of advertising space in real time by way of programs. To inculcate this process a software is taken into account which automates the purchasing, placement and also to optimise the media inventory by way of bidding system. Automating the process can be explained as the marketing can be done in real time nonetheless depending on the human touch, or any kind of manual trading.
What makes Programmatic Marketing different?
In Traditional Marketing, ad buyers buy digital ads space manually for their clients by way of some human touch; whereas, Programmatic Marketing makes the purchasing placement and optimisation more effective. This is because all the work is done by using computers and algorithms. However the use of some digital source removes all kinds of mundane areas which deals with different tagging requests and insertion orders.
Can Programmatic Marketing be the Future of all Marketing?
Being a company every member of it will want to advertise their brands and campaign to the right type of person at the right time and also at the right place so as they can digest their media into. Programmatic marketing is moving very quickly and high. We come to know about it through realms TV, radios, and from other forms of advertising too. In general it’s not so much in terms of display but however its background data that supports the media outlets is already there. What one need to do is just welcome it! The publishers are the one who have to person the job of making the awareness of Programmatic Marketing and welcome it.
Also read: Why is Indian Advertising Agencies Changing
There are numerous benefits of Programmatic Marketing apart from faster reporting times and endless data.
- Increased transparency and control:
Programmatic advertising is transparent enough for any marketer and advertiser to work upon. This technology gives more transparency and control than traditional advertising. Through this technology it is under the control of advertiser to look the type of customer watching their ads and the costs which are associated with the advertisements in real time. With its help the marketer can make easy and fast changes in a much more efficient and educated way.
- Real time measurement:
Programmatic media buying or programmatic advertising gives the response in real time and in a very quick manner and this is what a marketer or advertiser dream for. Real time reporting and proper data measure is an important key of this advertising. This advertising provides the worth to measure the exact point of how a creative campaign or overall targeting is performed. It gives the response as the campaigns get launched.
- Higher efficiency:
Digital advertising is able to measure how well a campaign runs throughout the entire campaign, in this case too the real time measurement allows an advertiser to track the campaigns they are running and make all possible adjustments under them if needed. Optimization will however increase the efficiency and effectiveness to reach only to the targeted customers. Programmatic marketing is major part of digital marketing services.
- Greater targeting capabilities:
Programmatic Marketing is the platform to reach the targeted customers for any described goal. As the whole advertising revolves around the word targeting this is all what it revolves around. Some of the examples of this targeting includes IP targeting which is typically used to target a specific business or events, geo-location targeting involves east/west coast, state, etc.
- Global reach:
The most important benefit of programmatic marketing involves the potential advertising reach. A large number of people are there on internet which is a potential reach. It wholly depends on targeting parameters towards millions of people. As soon as a display advertisement is concerned the advertisers can only see the impressions served.
Programmatic Marketing is something which marketer uses for brand campaigns and to create awareness. There is no doubt that programming advertising is here to stay and will play a major role in advertising media. It is on the lip of every advertiser currently and everyone is looking forward to it. It depends on the brands and also the business leaders to make-out whether they should go with this advertising or not. However the trending smart technology lowers the complexities to a greater extent and is very helpful for the growth in the short run and long run.
We at Adverlabs, being one of the best advertising agencies for more than 10 years, offer best advertising solutions based on needs of customers. We have more than 95% client satisfaction.
Looking for availing benefits of programmatic marketing or digital marketing services, contact us.