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Programmatic advertising FTW?

You’ve heard it before – the digital revolution is well underway, folks.

According to a recent survey conducted by eMarketer, digital channel spend is estimated to surpass traditional mediums by 2021.

With this level of growth and competition in mind, it’s now more important than ever that brands invest in and experiment with methods that optimise spend and maximise returns.

The answer? Programmatic advertising.

What is programmatic advertising?

It’s the word around town. And for good reason.

In its simplest form, programmatic comprises of the use of software to facilitate automated digital media buying. Rich data and insight, mixed with automation help advertisers place their ads to the right person, at the right time, in the right way, to deliver efficient returns and stronger results.

Why programmatic advertising?

The reasons for programmatic advertising can generally be summarised as follows: it is built on accurate targeting, it’s more efficient, highly personalised and allows for faster, smarter optimisation to change the course of a campaign in an instant.

Accurate targeting.

Rich audience data and behavioural insights allow advertisers to intelligently reach prospective customers through a plethora of digital mediums including online ads and video, digital out-of-home, streaming, voice and TV, no matter where they are along the path to purchase, much like the campaign we produced for Just Eat

Personalisation.

With deeper audience understanding and the ability to deliver advertising creative dynamically, digital ads can be personalised to match a variety of customer behaviours and needs.

Efficiency.

Data-driven prospecting, controlled, automated campaign management and spending minimises unnecessary campaign spend, inaccurate consumer targeting and drives stronger ROI.

Automated optimisation.

Budget allocation, dynamic selection of winning creative, analysis and decision making of strong performing customer segments and placements. Programmatic advertising platforms limit the need for human intervention and management and rules for campaign optimisations can be predefined right off the bat.

For launch marketing.

For launch marketing, in particular, programmatic advertising poses an exceptional opportunity to accurately reach and motivate desired audiences with compelling creative and messages, across a multitude of mediums, and achieve campaign success.

The drawbacks.

Brand protection

Although more effective controls are in place to help mitigate brand protection issues, there is still a risk that ads are showing on undesirable/irrelevant placements, which, if not managed appropriately, can prove detrimental to a brand’s reputation.

Performance reliability

If businesses do not diligently request and interrogate campaign results, either from ad serving platforms or from the placements where these ads are shown, and successfully validate these, there is a risk that advertisers will never be 100% certain of the results and risk fumbling around in the dark.

But, in spite of the drawbacks, the case for programmatic advertising far outweighs the concerns.

The technological revolution is well underway. Digital platforms are evolving. If there was ever a time to hop on the programmatic wagon – now is it.

Smarter, efficient media buying, combined with hyper personalised messaging makes a winning recipe for success. Those who do not have the power of programmatic in sight run the risk of being left in the dust.

And one thing’s for sure – programmatic advertising is here to stay.

By Kieran Sait
Producer

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