The Power Of Programmatic

June 16, 2021

The Power of Programmatic

Digital Advertising comes in many shapes and sizes. Today’s advertisers have many channels such as  social, paid search, mobile, OTT (OVER THE TOP), DOOH (DIGITAL OUT OF HOME) to programmatic.  Unfortunately, most marketers restrict their efforts to only paid search and social.  Each of these channels have their merit and often work hand in glove.

For example, studies have noticed a 33% increase in conversion by combining Digital Out of Home and mobile ad campaigns. The same combination of implementing SEO best practices for organic search with an investment in paid search.

While paid search and social marketing have their own distinct advantages, when potential customers are found on search and social media channels, they generally have a purpose as to why they are there.

Users searching on Google are looking for something specific—they are often not interesting in learning about other indirect topics—even if it is relevant.  A consumer searching for a specific product like a mountain bike for example, wants to read about a particular model or review, not necessarily a competitor’s product.  Likewise, when users are on their social media platforms, they generally have a specific purpose in mind—like catching up with friends, family and colleagues, not exploring ads being served to them.

Then Along Came Programmatic Advertising

In order to increase you ROAS (Return On Advertising Spend), marketers should not limit their efforts to such search and social.

Programmatic allows you to expand your mix of media and channels. Thanks to programmatic, marketers are able to serve native, video, display, Connected TV (CTV) and Digital Out of Home (DOOH) to expand their reach, tell a better story to your targeted audience along their consumer journey.

Like paid search and social, each of these other channels have its unique benefits and when used in combination, marketers are seeing better results.

Native Advertising

Native is ideal for positioning your brand as a thought leader by amplifying your content. When used properly, native advertising allows marketers the ability to serve relevant information about your brand, product or services.

Video Advertising

Video allows you a unique channel to position your brand, product or service in an entertaining or educational manner telling well-crafted stories via video or animated content and visuals.

Display Advertising

Display is the most common form of programmatic and mostly used to build brand awareness. It often amplifies the performance of other channels. Native ads has a vast amount of reach and is highly scalable hence its popularity.

Connected TV

CTV is one of more newest Chanels to have emerge, and much like video, it allows marketers to reach their viewers with video advertisements. Unlike traditional video advertisements, CTV ad placements are available for streaming and over-the-top (OTT) channels.

The videos themselves are highly viewable and do not allow for skipping—while reaching viewers in the comfort of their living room, offering a viewing experience similar to that of linear TV.  With the COVID-19 shelter-in-place orders effecting so many Americans, connected TV ad sales have exploded.

Digital Out Of Home

Digital Out of Home (DOOH) is relatively new, but form of digital advertising it has expanded to more than just digital billboards you see on the side of the road. DOOH runs the gambit from public transportation, airports, kiosks at airports to gas station pumps.

How Do I Get Started?

Spooling up a programmatic ad campaign first starts with selecting the best strategy for your business. The first step is taking stock of your digital assets including your website. By understanding your website’s performance is critical. The best executed ad campaign won’t matter if your website isn’t optimized for speed, mobility and a great user experience.  Because of this, WUNDERWORX provides our clients free SEO Audits.

Assuming your website is up to speed, we then work with you to determine your KPIs (Key Performance Indicators) in order to measure our success.  Perhaps the goal is drive brand awareness or a special promotion to drive traffic to your eCommerce website or physical establishment.

Once we know the goals of the campaign, we want to take inventory of what creative assets you may have.  If you need to create banner ads or landing pages we can assist you.  With creative ad units in hand, it’s time to test different headlines, body copy, and different call-to-actions (CTAs). By running A/B test campaigns you will be able to see which ad resonates with your audience.  Speaking of audiences, you need to put some thought as to who your ideal customers are.

Building Your Ideal Audience

Let’s suppose you have a dog grooming business.  In order to maximize your ad spend, you want to build an audience that are dog owners.  Using our geographic audience builder, you can geo-frame dog parks, pet stores, even veterinary clinics as well target zip codes of your service area.

Depending upon your needs, we can even do a 12 month look-back.  A look-back allows you to go back in time and capture the unique mobile IDs that have visited those locations.  Once your audience is built, the next step is to set a budget for your ad spend.

In order to ensure reach and ROAS (Return On Ad Spend), we recommend a minimum monthly spend of a $5,000. Most clients allow three months to give our ad ops team enough runway to test, re-allocate ad spend to ensure the success of your campaign.

Interested In Learning More?

Amplify believes in a more human approach to advertising. Let us demonstrate how you can reduce wasted ad spend and time to conversion by implementing an omni-channel strategy that amplifies your SEO, Paid Search, Content and Programmatic strategies. If you would like to learn more about shifting your marketing strategies to grow your marketshare and bottom line, let’s have a conversation.  

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