Programmatic advertising has become an integral part of many companies’ marketing strategies.
This technology, based on data and algorithms for automated purchasing of advertising platforms, provides companies with unique opportunities for effective audience targeting and optimization of marketing costs.
In this article, you will learn about the problems that programmatic advertising helps businesses solve. You can also learn more about using white-label AdTech solutions on the Teqblaze website https://teqblaze.com/.
Table Of Contents 👉
What Is Programmatic?
Programmatic advertising is the automated purchase of advertising impressions for a target audience based on user data.
The technology is based on artificial intelligence algorithms: AI analyzes data sets in real-time, determines the target audience, selects relevant creative material for a specific user, and displays it in the right place and at the right time.
Placement is purchased using DSP platforms directly from publishers or through SSPs.
What Problems Does Programmatic Advertising Solve?
When developing a media strategy, a business focuses on the sales funnel.
It helps to create a promotion strategy and select the appropriate tools for each stage of the advertising campaign.
For example, in-stream video and display advertising are used to increase awareness, and search ads, lead forms, and remarketing are used to convert users into clients.
Depending on the goal of the campaign, brands choose the desired format or use a combination of tools. Thus, with programmatic advertising, a business can:
- increase awareness and introduce the audience to your products and services;
- create demand for the company’s products and services;
- support the entry of a new product into the market;
- increase sales, requests, and calls;
- strengthen relationships with the audience and increase their loyalty;
- increase LTV and the number of repeat purchases.
Programmatic is not limited to display advertising and videos. DSP platforms support different formats: native text and graphic blocks, search ads, promotional posts, lead forms, etc.
What Should You Consider When Working With Programmatic Advertising?
Despite the ability to solve many problems using programmatic advertising, users should still be aware of the features of this solution:
There will be no immediate results. During the first 2-3 days of an advertising campaign, the platform collects data and learns to find the right audience. Therefore, relevant results can be seen 5-6 days after launch.
Details matter. Understanding the product, audience, and customer journey, customized analytics, and clearly defined goals are the foundation of a successful programmatic campaign. This is necessary to choose the right tools, set up audience segments, and choose the right KPIs.
Quality of creative material. The effectiveness of advertising influence on the user largely depends on the quality of the creative.
An advertising layout helps the audience understand what problem the brand solves. Since each segment has its own unique needs, it’s worth preparing several ads with different visual elements and texts to specifically address the pain points of each audience segment.
Programmatic will help deliver relevant creative material to a specific user, and split testing will help identify ineffective ads and disable them.
Don’t forget about the USP. A unique selling proposition is the link between a brand and its audience. It attracts the attention of potential customers and highlights the brand’s competitive advantages.
Users can test different USPs. This helps them find the most effective option for the company’s target audience and move users along the funnel from beginning to end.
It is important for a business to prepare a website for traffic. Whether the user is selling fresh buns, business insurance services, or luxury real estate, landing pages will influence the customer’s decision.
According to conventional wisdom, it’s all about the product. But in the end, when programmatic beats all business competitors, capturing the attention of the audience and bringing them to the site, the real profit from advertising will depend on the quality of the landing pages.
It is important that potential customers find clear information about the product there and, if necessary, use feedback forms.
How Does Programmatic Advertising Launch?
Launching programmatic advertising requires several steps. Let’s look at them briefly.
Determine the type of programmatic platform.
1. Users can choose a self-service or full-service DSP platform:
Self-service DSPs allow a business to independently manage the entire cycle of an advertising campaign: download audience segments set up targeting, launch advertising campaigns, monitor their progress, and optimize them.
With full-service, in turn, all launch processes are taken care of by DSP platform specialists.
The first option is suitable for companies with small advertising budgets that are ready to allocate a separate marketer to solve all advertising problems.
Companies are sometimes not willing to take the time to understand the intricacies of programmatic platforms, launching and optimizing campaigns. In this case, the business chooses a full-service DSP platform.
2. Formation of campaign goals and KPIs:
The advertising mission statement must be clear and aligned with the brand’s marketing strategy. This allows the business to choose the right KPIs to evaluate its effectiveness, formats, and tools.
3. Preparing analytics and similar necessary tools to track results:
Before launching, a business should check whether tracking codes are installed correctly on landing pages, whether goals are configured in the analytics system, etc.
This is necessary so that the programmatic platform receives enough data to optimize and scale the campaign. For greater efficiency, companies can use additional tools to evaluate the results of a launch depending on its goals.
4. Preparation of creative materials:
It’s better not to limit yourself to one advertisement, but to design several. In this case, it will be possible to conduct A/B testing and identify creative material with the best results for each audience segment. This will help you make optimal use of your advertising budget.
5. Setting up landing pages:
Often, a business chooses to lead visitors not only to the company’s home page but also to pages on the site that contain relevant information about the product to the audience.
Conclusion
With efficiency, transparency, and the ability to quickly adapt to market changes, these programmatic solutions are becoming a key tool for companies looking to optimize costs and increase the ROI of their marketing campaigns.
Using programmatic advertising allows businesses to not only improve interaction with their audience but also significantly increase the effectiveness of their advertising efforts overall.
If you are interested in modern AdTech solutions, take a look at Teqblaze, a reliable provider of white-label SSP, DSP, and other AdTech solutions.
Since 2011, Teqblaze has been providing white-label SSP, DSP, ad exchange, and other solutions for working with programmatic advertising, which allows businesses to delve into this area in the shortest possible time.
Stories You May Like