In a nutshell, programmatic marketing is the automated method of purchasing digital media in real-time via bidding. The purchasing and selling of media inventory are essentially automated so that you do not have to be involved.
As is customary in conventional advertising, buying and selling media inventory is done manually. In one example, ad networks purchase digital impressions in advance from various websites and applications and repackage them for sale with little transparency or control for the advertiser. Requests for bids, sales associates, and plenty of human error all figure into this process. Even the thought of going about it this manner wears people out. It is a time-consuming, inefficient, and irritating procedure.
Programmatic media purchasing is more cost-effective, quicker, and more efficient than traditional methods. With dashboards, marketers can manage their advertising campaigns more strategically and holistically while still paying for impressions. According to research in Australia, programmatic advertising has significantly impacted why so many agencies (30% of Australian Companies) and companies are moving away from conventional media purchasing methods and towards this more modern approach. There are five advantages of using programmatic marketing.
Transparency and control have been improved.
Marketers that use programmatic advertising benefit from additional transparency not available from conventional forms of advertising. Advertisers may know in real-time which sites their ads are hitting, what kind of consumer is looking at their ad, and any extra expenses connected with ad space by using programmatic advertising techniques. It makes it possible to do optimisations on the fly, which is more efficient and more informed.
Measurement that occurs in the present moment
Anyone who works in marketing or advertising knows that real-time reporting and data measurement are the holy grails of the industry. As soon as the campaign is started, programmatic advertising allows you to see how creatives, campaigns, and overall targeting are doing (although we don’t suggest making any adjustments for around a week). Online advertising gives you immediate feedback instead of waiting until the campaign’s conclusion to see results, as with conventional forms of advertising like billboards or print ads.
The ability to work more efficiently
With the capacity to track a campaign from start to finish, digital advertising’s total efficiency has risen significantly. It is now possible for marketers to monitor and modify their campaigns in real-time. While utilising the money wisely, optimisation guarantees that each campaign works smoothly, reaching just those ideal target consumers.
Improved capability for locating targets
In the context of programmatic advertising, the word “targeting” is often used interchangeably. Increased programmatic advertising flexibility enables marketers to target their ideal customers for any objective directly. Geolocation targeting (e.g. east/west coast, state, city, zip code, etc.) and contextual keywords are only a few instances of what is known as IP targeting. Retargeting is also critical, so don’t forget about it. Consumers convert at a rate of 2% on their first visit to a website. Marketers and advertisers may now contact the remaining 98 per cent of customers who are aware of your brand and urge them to convert with the help of retargeting.
Increased exposure to a larger audience
The possible audience reach of programmatic advertising is the last significant advantage. There are usually 3.5 billion individuals online at any one moment. With such a narrow focus, you might potentially reach millions of individuals. Even while it’s preferable to focus on a select group of ideal customers, the vast potential reach of this campaign is not only remarkable but also easily measurable. The moment a display advertising is viewed, marketers know how many impressions it provided, who looked at it and where they were on the internet, amongst many other things.
Some of the numerous advantages of using programmatic advertising are: What are you aiming for in openness? So, as soon as your digital marketing campaign goes live, do you want to be able to evaluate its performance? You want to be more efficient in every way, better targeted, and have a wider reach, right? Do you want to have greater control over your digital advertising strategy and less stress? Programmatic purchasing is the way to go if any of the above questions were answered with a yes.