programmatic marketing has exploded over the biggest brands to tell us why buying media programmatically is so attractive to them.
Here is the run down:
1: Targeting options
The ability to target your ads at a granular level, whether it be audience, behavioural, cross device, or contextual provides marketers with an array of options to connect with audiences.
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Delivering the right message, to the right person, at the right time is the Holy Grail for the modern marketer, and better targeting gives them far greater confidence in their ability to do this.
2: Return on investment
programmatic has a great potential to demonstrate ROI because of the many data driven features it offers.
The ability to use first party data, run campaigns across multiple platforms, and re-calibrate campaigns in real time are all factors that make digital campaigns more efficient and help to eliminate wasted budgets.
3: Branded Inventory
Marketers understand that buying through an open exchange can sometimes put their brand at risk as they cannot be 100% sure where their ads are being viewed and this can cause issues.
Branded inventory negates any concerns around this. 21% of the brands we interviewed told us they only have publisher/network level visibility – this is an issue that still needs to be addressed. On a more positive note 34% said they do at least have page-level visibility.
programmatic marketing can be a significant cost-saver, whether it be direct or indirect. As mentioned before, targeting options allow for campaign’s to become more efficient, only paying for impressions of users that you deem to fit your audience profile.
5: Access to wider inventory
More and more publishers are making their inventory available programmatically. The main reason for this is that it gives publishers the ability to monetise individual users simultaneously rather than blocking out a page with one ad. This benefits marketers as they are able to only buy impressions or clicks on users that they deem to be the correct audience profile.
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6: Reporting insights
As with all online marketing campaigns the array of performance data can sometimes be overwhelming. However, the detailed analytics of campaigns gives the marketer the ability to monitor and optimise campaigns in real time and make strategic marketing decisions that can increase the effectiveness of campaigns.
The days of agencies executing campaigns in the dark are over. programmatic methods allow full transparency over fees, net CpMs and the bidding process. Clients should be able to ask their agency partners for full disclosure into how their budgets are being spent and if they are working as effectively as they could.
8: Contextual placement
Targeting consumers not on an audience profile but on the keywords and contextual relevance of the page they are viewing can be highly effective for the marketer and relevant for the reader. The opportunity for marketers to position their brand in a contextual way can seem less intrusive/disruptive to the user experience.
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