Programmatic advertising is a digital marketing process that uses data to target ads in real-time. The ads are delivered to the right people at the right time on desktop and mobile devices via an auction system. It is one of the fastest growing areas of digital advertising. In the US alone, it is projected to reach $133 billion in 2023.
This growth is driven by marketers’ ability to use data to deliver relevant, engaging and impactful ads at scale. With a wide variety of technologies and tools available, it can be overwhelming for marketers to know where to start and how best to leverage the technology to achieve their goals.
A good place to start is with your client’s business goals. Are they looking to drive conversions or increase brand awareness? Determining their goals will help you plan a strategy and select the right platforms to run campaigns. It will also help you prioritize key performance indicators (KPIs) and ensure that you have the proper resources in place to manage your campaign.
The next step is to define your audience. Programmatic platforms can be used to target a wide range of demographics, from age to interests and behaviors. This can be accomplished using first-party data from a CRM or website, as well as third-party audience data from various vendors that can help you to be more targeted in specific geographic regions. This is especially helpful for brands that serve audiences around the globe.
Finally, you need to develop creative assets that are optimized for digital advertising. This means using short, concise messaging and keeping the design simple. Programmatic ads are often served on small screens, so it is critical that your creatives are clear and engaging to capture the user’s attention.
When planning a programmatic advertising campaign, it is important to think about the entire digital journey of your ad. This will help you to create an ad strategy that is effective across all channels. To make sure you are reaching the right people, programmatic advertising can be used to target a wide variety of devices and platforms, from desktop and tablets to TV and mobile.
The most successful programmatic campaigns have a strong strategic foundation. This includes setting clear KPIs, identifying the most valuable audiences and optimizing creatives for the digital environment. It is also important to create a reporting cadence that can help you to track results and take action in real-time. For example, if your campaign is not performing as expected, you can quickly adjust it by pausing underperforming domains or creatives. By implementing these strategies, you can see your ROI grow with programmatic advertising.