Imagine owning a company that has a motivated team and provides stellar products and services. However, you can’t seem to get your brand in front of the right audience.
This is something many companies struggle with, and it’s one of the reasons 20% of small businesses fail within their first year. Running a programmatic advertising campaign is a great way to reach your performance goals, but not everyone understands why they should leverage it.
We’ve compiled soome of the most notable benefits of programmatic advertising you should be aware of. Let’s explore what you need to know.
- Precise Targeting
Programmatic advertising is renowned for its targeting capabilities. It contends with all other forms of modern marketing and allows companies to reach highly specific demographics. There are multiple types of targeting to be aware of, and each has specific uses.
Location
You can use geo-targeted advertising campaigns to reach users based on their physical location. This allows you to fine-tune your marketing messages and get better results. It also helps ensure your ads are relevant to your audience.
Device
Omni-channel marketing lets you target users across multiple devices. A common scenario is reaching someone on their smartphone after they see one of your ads on their desktop computer. This strategy is far more efficient than hoping a single ad reaches the right demographic at the right time.
Behavioral
As the name implies, this strategy targets users based on their previous behavior. For example, let’s assume someone in your demographic added multiple items to their cart on your site. However, they haven’t made a purchase even though 24 hours have passed.
You could use programmatic advertising to make them offers they’d find appealing. In this scenario, it could involve providing a discount on the items they’ve yet to purchase.
Contextual
This form of targeting puts your data to use by fine-tuning the audience you’re reaching. The data you use will depend on various factors, such as how much data you have access to and who you’re targeting. It also requires a significant amount of research and analysis to be effective.
- Transparency
Don’t overlook the amount of transparency programmatic advertising provides. Companies will have full insight into their campaigns, allowing them to track key metrics. They can emphasize strategies that work and reconfigure those that don’t.
More importantly, you’ll gain visibility into key attributes of your demographic. With this data, you can target your audience more effectively during later campaigns.
Don’t overlook your return on investment. The information you gain from your campaigns will convey if you’re reaching your target metrics. This can improve cost efficiency, as well.
- Overall Efficiency
Programmatic campaigns are more efficient than other forms of advertising due to how much data they provide. You can quickly optimize them and make immediate improvements if you leverage your campaign information correctly.
One of the most important attributes to consider is ad placement. This can play a large role in maximizing your click-through rate (CTR).
Another aspect to prioritize is ad style. If your ads aren’t visually appealing, you can’t expect people to click on them.
- Expanded Audience Reach
This form of advertising offers marketers the potential to seamlessly reach a vast number of consumers. This attribute alone is often enough to entice marketers to take advantage of it.
With this much opportunity, you’ll have no trouble getting your ads in front of the right individuals. After all, even the highest quality ads wouldn’t accomplish much if nobody saw them.
- Scalability
As your ambitions grow, you’ll also need to utilize more resources. If your ad campaign isn’t scalable, you run the risk of being unable to meet your campaign’s demands.
This can lead to missed performance goals and failing to capitalize on opportunities that come your way. Programmatic ad campaigns can be scaled up and down as necessary, ensuring you never spend more money than you need to. This is perfect for taking advantage of surges in customer demand.
For instance, let’s assume an upcoming holiday will lead to greater interest in your brand over the next two weeks. You can increase your ad spending and get exponential returns.
- Real-Time Analytics
Real-time analytics allow you to make real-time decisions. A great way to leverage this is by assessing your campaign as it’s launched. If it doesn’t quickly meet your goals, you can make adjustments to increase its performance.
You can continue to make changes until you see the desired outcome. Before running your campaign, ensure your marketing team fully understands the metrics they’re dealing with.
They should also understand key trends to keep an eye out for. This will allow them to make the most of the data they work with.
Getting Started
Before you move forward with your campaign, it’s essential to work with a professional. They have the resources and tools to help you reach your goals. Check their reputation online and see what other people have to say about their services.
This will provide insight into what you can expect from hiring them. Were other people fully satisfied with their results? Did they find it easy to work with the company?
The answers to questions like these are essential to consider. Look into their pricing, as well. This will prevent financial surprises in the future.
Keep in mind that you get what you pay for when outsourcing your marketing responsibilities. It’s never recommended to choose the cheapest options.
However, you also don’t need to pay as much money as possible. There’s a point of diminishing returns regarding how much you spend. With enough due diligence, you’ll make the best decision for your situation.
Don’t Overlook the Benefits of Programmatic Advertising
Understanding the benefits of programmatic advertising in this guide will help you make the best decisions for your next campaign. From here, you’ll have no trouble reaching your target metrics. You might even be able to scale sooner than anticipated.
Version2 proudly helps our clients reach their campaign goals through programmatic advertising. We provide access to best-in-class technologies to refine and optimize their strategies. You’ll learn more about how we can bring your vision to life when you book a consultation today.
