If you have not considered working with programmatic advertising campaigns for your business, then you should read the following 7 reasons why you’d need to start using them as part of your marketing strategy.
But firstly, you need to take into account that a programmatic advertising campaign works way different from some other types of campaigns, like the tv advertising campaign an example, which due to the way the ads are shown, uses different resources and the marketing strategy has to be different as well.
Programmatic advertising allows you to manage campaigns quickly and efficiently. This type of advertising eliminates intermediaries from the process of buying and selling advertising space. The ads are published automatically according to the settings you have managed for your advertising campaign. You just have to decide the duration of the campaign, the media in which to appear and the budget!
Programmatic is transparent and allows knowing all the data of the advertising campaign from the moment the action is launched until it ends: What are the web pages and media where the ads have appeared, the banners that have generated the most clicks, what is the return on advertising investment, what is the conversion rate, etc.
Does the campaign work? is there any data that can be modified to implement your scope? Programmatic is measurable and quantifiable in real time. For this reason, at any time you will be able to know the performance of your campaign and, in addition, you will be able to manage the changes and improvements to achieve a greater scope and optimization of it. It is not necessary for the campaign to end to know the results!
Knowing who we want to target with an advertising campaign is essential. Focusing the speech and making it reach potential customers is achieved with segmentation. In fact, the programmatic offers a wide range of customization options: by gender, tastes, ages, media or geolocation, among others. Focusing on the impacts in a geolocated way is essential to reach your target audience. Impacting with ads those who are in a certain area at the national, regional or local level allows you to limit and make your ads reach the right people.
Programmatic advertising uses the pay-per-impression method (CPM: cost per thousand impressions). And every time a user visits a website or app, their advertising space is automatically auctioned. This happens millions of times a second with thousands of companies prepared to place their bids and get their advertising displayed thanks to platforms such as ONiAd, which allow these auctions to be set up and managed so that the advertiser shows their ads to the target audience. In this way, the ads will appear in front of your potential customers on the websites you decide and in the selected range of hours. It is the sum of efficiency and effectiveness that makes the investment made in advertising profitable.
Another benefit of this type of advertising is its wide audience reach. On the Internet there are more than 4 million people connected daily and among all those users are your potential customers. The good thing about advertising online is the possibility of placing a brand, product or service in the minds of consumers. To do this, one of the most used resources is retargeting, which consists of re-impacting those users who have already visited your website through personalized messages and ads.
Finally, programmatic advertising has a responsive design, so that the ads will adapt to different devices. Customers are on all platforms and web pages. Therefore, adapting the designs and advertising banners to the different browsing options is essential. Your ad must be optimally visible on a mobile, computer or tablet.
