There are numerous advantages to programmatic advertising, like speedier reporting and real-time optimisation, but there are many more. Programmatic marketing has a long list of benefits that persuade marketers and advertisers to acquire their media this way.
What exactly is a “programmatic ad?”
In a nutshell, programmatic advertising is real-time bidding used to purchase digital media in an automated fashion. Essentially, it eliminates the need to acquire and sell media assets manually. Media inventory is manually bought and sold in conventional advertising. For instance, ad networks acquire digital impressions from various websites and applications and repackage them to be sold with no transparency or control over the advertiser. Salespeople, requests for bids, and a great deal of human error all play a role in this process. Just thinking about it makes me exhausted. This is a time-consuming, unreliable, and generally aggravating procedure.
Compared to other media purchasing choices, programmatic buying is quicker, more efficient, and more cost-effective. In our opinion, the following are the top five reasons why so many agencies and companies have made the conversion from conventional media buying to programmatic digital media purchasing:
Programmatic advertising offers the following five advantages:
Enhanced accountability and transparency
Marketers can’t get traditional advertising’s level of transparency from programmatic advertising. Programmatic marketing allows you to know exactly where your ads are being seen, who is seeing them, and what extra charges are linked with the ad space right away. On-the-fly optimisations are now possible, and they do so in a manner that is both more efficient and more informed.
Real-time data collection.
Isn’t it the desire of every marketer and advertiser to have real-time reporting and data measurement? If you’re using programmatic advertising, you’ll be able to see precisely how your creatives, campaigns, and overall targeting work right away. You don’t have to wait until the campaign’s conclusion to see results as you would with more conventional forms of advertising like billboards or print ads.
With the capacity to monitor a campaign’s progress throughout its lifespan, digital advertising has become more effective. Advertisers may monitor their campaigns in real-time and make modifications and optimisations as necessary. Optimisation guarantees that each campaign works smoothly, addressing just the right target audience while making optimum use of available resources.
Improved ability to target
Targeting is often used in conjunction with programmatic advertising if you’ve heard anything about it. Programmatic advertising allows marketers to directly target their ideal customers for any given aim. An IP address is one example of IP targeting; geolocation targeting (e.g., east/west coast, state, city, zip code, etc.) is another; contextual keywords are still another; the list goes on. Of course, retargeting is a must-have and extensively used tactic. It is estimated that just 2% of website visitors become customers. As soon as a customer is aware of your brand, you can keep reaching out to the remaining 98 per cent of them through retargeting.
Expanded audience receptivity
Potential audience reach is the final significant advantage of programmatic advertising. There are an average of 3.5 billion internet users worldwide at any one moment. Millions of individuals might potentially benefit from this. Even while it’s better to focus on a select group of ideal customers, the fact that you have such a large potential audience is astounding, and it’s easy to keep tabs on. A display ad may be tracked from the moment it is seen, including how many impressions it had, who saw it, and where they were online.
Alison Lurie is a farmer of words in the field of creativity. She is an experienced independent content writer with a demonstrated history of working in the writing and editing industry. She is a multi-niche content chef who loves cooking new things.