Programmatic Advertising is considered the future of advertising online, with Google aiming for 60% of digital advertising spend to go to Programmatic Advertising in the next year.
What Is Programmatic Advertising?
Forrester Research predicts that a significant majority of all digital advertising spend will be programmatic over the next few years.
Companies that stay ahead of the curve will reap the benefits, however, in order to make the switch, marketers require knowledge of the process and a willingness to change their current ways of purchasing ads.
Programmatic Advertising may, at first, seem like a confusing and complex concept, but when it is implemented effectively it can simplify the process of bidding for ad placements, which not only saves digital marketers time but also boosts their results.
At Digital Squad, we keep our finger on the pulse, ensuring we learn about the newest platforms before they go out to the masses. We’ve already worked on a number of Programmatic Advertising campaigns and can apply our knowledge to boost your digital marketing campaign performance and drive more conversions.
2019 Programmatic Advertising Statistics
Why Programmatic Advertising is a Winning Strategy
Stay On the Pulse
65% of all money spent on advertising in digital media in 2019 will be traded programmatically
Programmatic Advertising improves a business’ efficiency and effectiveness with their digital campaigns
Multiple Ad Formats at Scale
The breadth of ad formats available through Programmatic Advertising is growing, with more mobile, video and audio options
Keep Up with Digital Trends
Ad space bought via programmatic trading increased 76% year-on-year to April 2015
The major growth in adoption of Programmatic Advertising has cemented its position as the most important method of digital trading going forward. Make sure your business stays ahead of the competition by familiarising yourself with the platform now.
How Programmatic Advertising Works
Programmatic Advertising is the automated buying and selling of online advertising.
By automating these processes, transactions can be made more efficient and more effective. Programmatic Advertising can further simplify digital campaigns by consolidating digital advertising efforts in one technology platform. In the past few years, programmatic platforms have been growing their inventory and databases so that any ad format, on any channel can be purchased programmatically, including mobile, desktop, tablet, audio, digital outdoor advertising and connected TV.
Data & Programmatic Advertising
Programmatic Advertising has sophisticated targeting tactics that are used to segment audiences using data. This means that advertisers are delivering ads to the right people at the right time. With sophisticated algorithms in place, the optimisation process is more efficient and time to market is reduced.
Another benefit of Programmatic Advertising is that it gathers and analyses data in real-time, so advertisers can get insights and adjust ads while a campaign is running. This also ensures advertisers don’t have to wait until a campaign is finished to establish the result.
Let’s Talk Programmatic Advertising
What Programmatic Advertising Can do for your Business
Faster reporting times and endless data are the key benefits of programmatic buying. It is also faster, more efficient, and less expensive than traditional methods of purchasing ads. While it may be a relatively new concept for some, there are several reasons to adopt Programmatic Advertising in your digital strategy now.
Programmatic Advertising provides transparency in digital spend that marketers and advertisers can’t get from traditional advertising
The technology behind Programmatic Advertising gives advertisers the ability to directly target their ideal audience
Programmatic Advertising gives marketers the ability to measure exactly how a creative, campaign, or targeting is performing as soon as the campaign is launched
The overall efficiency of digital advertising can be improved with Programmatic Advertising
Leave Your Programmatic Advertising Campaign to Us
Digital Squad is a forward-thinking and innovative digital marketing agency with expertise in developing and implementing successful online marketing strategies for our clients. We are results-driven and know how to use Programmatic Advertising to its full potential to boost revenue for our clients. The following is our approach to a Programmatic Advertising campaign.
The first step in setting up a Programmatic Advertising campaign is to have a comprehensive consultation with our client, where we identify campaign goals and outline how we will achieve them. In this consultation, we will also discuss the sites to show ads on, contextual targeting, audience data and campaign security.
Audience data is key to a Programmatic Advertising campaign. The more data we have, the more effective the campaign will be. We will use demographic data to segment the audience. We can also look at previous campaigns to identify the most successful keywords and placements that resonate with the target audience, or audiences, for driving conversions.
A key part of a Programmatic Advertising campaign is to ensure all tags are set up and working correctly. In addition, we have to ensure all remarketing pixels and other technical elements have been placed correctly and are collecting audience information. Once this has been implemented effectively, we can set the campaign-specific parameters like budget, flighting and frequency caps.
Between contextual targeting and audience targeting there are a variety of opportunities to test Programmatic Advertising campaigns. We use A/B testing based on competitive data targets to see what is performing best, considering purchase intent as well as conversions.
As with all digital marketing strategies, optimising the campaign is vital. We look at the strategies that are working and those that are not. We identify which strategies are leading to important metrics such as conversions, CTR and viewability. Looking at each strategy individually, we identify how it is contributing to the campaign and how it could perform better to optimise the entire campaign performance.
At Digital Squad, we are committed to generating results for our clients. We provide a monthly report on all campaigns that we run that outline the key performance metrics for the campaign. We ensure all data is into an easy to read format so that clients have a comprehensive understanding of overall performance.