These days, if you want to drive traffic to your website, Programmatic buying is very important. It’s been estimated to account for 67% of all mobile display buys, according to eMarketer. Despite this recent spike, a recent study by Circle Research found that 50% of digital advertisers have a very poor understanding of how programmatic buying works if they understand it at all.
What Is Programmatic Display?
Programmatic display is the use of technology and data to make the ad-buying process automatic. You probably hear a lot of hype about it online or at digital marketing conferences. But to break it down to the basics, programmatic simply means automating the process of buying ads.
How to Master Programmatic Display in Three Steps
Audience: How to reach the right buyer in the right moment?
You will need to think about all the different types of customers, and customer attributes that programmatic can reach when displaying your advertisement. These include:
Actions on your site
Previous purchase activity
Ads: Once you identify your target audience, how can you show them the right ad at the right time?
If you examine all the elements necessary to reach a buyer in the right place, with the right message, there are numerous combinations to consider, including ad format, size, and platform.
Bids: Once you’ve found your target audience, how to select the right pricing for your budget?
Suppose you want to target women between the ages of 25 and 35 living in Florida who love cats, or men in their 20s living in Sausalito CA who are interested in motorcycles. There are literally millions of indicators, data signals and combinations that you can use to pinpoint these demographics- and make the sale at a price your audience will accept.
Why Is Programmatic Display so Important?
The simple answer is Relevance. It’s possible to use vast amounts of data to push ads that are relevant to viewers based on their navigation behavior and customer profile. The complete answer involves, efficiency. Before programmatic display rose to prominence, people would contact sales teams at a publisher’s office and negotiate factors such as targeting types, pricing, and number of impressions. Programmatic simplifies this process dramatically.
Suppose you run a marketing department for an international travel company. Using programmatic display technology, you can deliver ads with attractive flight deals to travel enthusiasts while they’re reading a blog entry about some luxurious destination. You can even deliver tailored advertisements to individuals shortly after they’ve abandoned a shopping cart on your website.
If you take a close look at the activity on your existing app or website, you’ll probably see a wide variety of visitors, demographics, behaviors, and interests over a range of shopping stages. All of these can translate into huge amounts of important indicators such as location, time of day, and more. Programmatic technology can bring all this data and opportunity together to help you find and deliver the right message to the right potential customer precisely at the right moment. It sounds like a lot of work, but you can get your ad up and running in just a few easy steps- with the right platform.
Right Platform for Programmatic
Tactical SEO Consulting is an industry leader in Programmatic Display. Visit us online, or get in touch for more information on how our digital marketing team can handle this aspect of your campaign