If your business uses online advertising, you may have come across the term “programmatic marketing.” This technology has helped the advertising world streamline the ad buying process, becoming a vital tool in any marketing campaign. It's become an integral tool for mobile display ads, and much more.
But programmatic marketing isn’t necessarily an easy concept to step into. What is it, and what can this powerful tool do for your business?
Programmatic marketing uses AI and automation software to buy ads in real-time instead of relying on human negotiations and fixed price points.
Ad placements are made using predetermined and specific data, such as consumers' age, location, career, and particular interests. This allows companies to have a hyper-targeted ad campaign with a high ROI.
The use of an automated algorithm also helps determine where an ad should be placed. For example, if the algorithm determines that the target customers are mainly on Facebook, the ad will go there. Or, if the target audience is on other specialized sites, then the ad will be placed on those platforms instead.
There are several ways that you can use programmatic marketing to promote your business.
First, you need to understand the market. There are several types of programmatic marketing terms that are important to understand: real-time bidding (RTB), demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP).
Understanding these various methods and how they all interact can help you know how to use programmatic marketing for your business, whether that's through ads on Facebook, on mobile phones, or with video ads on YouTube.
For example, a recent client wanted to drive foot traffic and in-store sales for a CBD beverage launch. We set up specific campaigns based on precise location data with a predetermined audience using prior demographic and persona research.
The result was over two million impressions, a 17.8 percent increase in foot traffic, and all of the items in the targeted stores selling out.
Using programmatic marketing can save your team time and money by giving you more time to focus on optimizing your campaign. And with the right tools in place, you can make sure that your ads target the right audience.