Offering excellent products and services isn’t enough to guarantee business success. It is essential to market them to the right audience.
Programmatic media buying enables companies to do just that. This marketing method is one of the most effective ways a company gets its products in front of users interested in them. It helps companies get the most significant return on investment and higher revenue from their marketing campaigns.
While some companies use inefficient scattershot marketing methods to generate consumer interest, programmatic ad buying is a targeted, effective approach to address the company’s concerns.
What Is Programmatic Media Buying?
Programmatic media buying is targeted marketing that employs an algorithm to identify the media, audience, and methods to reach consumers who are likely to purchase a company’s products. It provides accurate guidance and information about the types of audiences companies should aim their advertising. A good ad campaign will not only focus on the target audience but also on reaching that target audience. Which platform are you customers on? Do they use Facebook, Twitter, Reddit, or another social media platform? Online advertising is all about seeing where your ad sales come from and making a media plan to maximize those targeting options. Programmatic media companies and media rep firms look at the age, gender, area of residence, income, educational level, social standing, and other demographic factors of the ideal consumers to target. It also identifies the right time of day to run the ads on your ad network.
Employs Special Software
One of the tools programmatic media buying companies employ is special software. This optimizes the impact of marketing campaigns by having automated purchase, placement, and frequency of different types of advertising channels. This results in highly effective ads being shown to the right audience at the perfect time.
Having the automation process allows the marketing decisions to be made in real-time using the brand’s audience insight. The brand tailors specific, creative messages for their target audience, and the software selects the best time, medium, and the number of times to run them for maximum impact.
Precision And Personalization
Audience marketing and programmatic buying allow companies to deliver marketing messages and offers with more precision and personalization. This leads to a more effective marketing campaign results. Often, traditional and digital advertising campaign attempts to use the sheer volume of people viewing the ads to increase sales. However, this untargeted traditional media buying method lacks precision and isn’t as effective as programmatic technology for generating sales and engendering ongoing lucrative relationships with consumers. Unlike traditional ad buying, programmatic direct media buying doesn’t lock companies into marketing contracts with publishers for specific numbers of scattershot ads.
More Effective Marketing Campaigns
Proper ad inventory management by an advertising agency is essential for effective audience marketing. The best media buyers understand that programmatic real-time bidding is crucial if they want to capture their target market’s attention. Once companies have a clear idea of the demographic groups that both want and need their products and services, using targeted audience marketing is the most efficient and effective way to reach them. Programmatic real-time bidding for the time slots and the media planner identified as targeted customers’ prime viewing hours will enhance the results of any company’s marketing campaigns.
Managed Service Campaigns Still Valuable
While a programmatic advertising platform and media planning software are seen as the most cost-effective way to get the most tangible results from marketing campaigns, managed service campaigns still offer excellent value. They can eliminate some of the middlemen and help companies maximize each marketing dollar’s buying power. Hands-on management of marketing campaigns can be particularly helpful with emerging small scale cutting-edge ad formats for which best practices are still being developed. Plus, some premium publishers keep a portion of their best marketing slots for managed buys to maintain lucrative long-term relationships.
Media Sales Rep’s Complex Role
While the programmatic market for advertising has grown from 28% in 2013 to over 80% today, media sales representatives have a vital role. Their role is complex, complicated, and nuanced.
They must understand each client’s needs and capabilities, pick up on unspoken cues about their corporate culture and goals, and be well-versed in managed service and the programmatic market’s essential elements. This provides their clients with the proper guidance for their marketing campaigns. They must know how to leverage social media outsourcing, ad inventory management, campaign branding, and best benefit their clients.
The Essential Human Touch
Although a programmatic campaign with their algorithms, access to, and consideration of infinite possibilities and programmatic real-time bidding is on the rise, the best media buyers still value the human touch. Campaign branding, audience analysis, social media outsourcing, and even alternative advertising are all about connecting and resonating with people. And humans still bring unique insights and subtleties that the task robots haven’t yet mastered. The importance and relevance of the marketing sales rep may have diminished, but the human touch is still essential.
Real-Time Bidding For Ad Placement
One area in which programmatic ad buying companies have a distinct advantage over social media sales representatives is in real-time bidding for ad placement on digital platforms. These transactions take place in milliseconds.
As websites with advertising space are loading, user information moves through the ad exchange, and the ad server is instantly sold to the highest bidder. The winning ad then appears on the auctioned space on the webpage. The process is too fast to allow for human input. It’s an arena in which only programmatic ad inventory management systems can provide companies with the service they need.
Managed Service And Self Service
Two options for running programmatic advertising campaigns which companies have are self-service and managed service. While both types of services enable companies to run very effective targeted marketing campaigns, each method offers unique benefits for getting the most out of digital marketing campaigns on your programmatic platform. The decision on which marketing method to use comes down to which benefits programmatic buying companies think are most important. For the marketer in charge of brand marketing, getting the most out of their advertising campaign and the programmatic ads are paramount to a company’s success and help to decide whether they use managed or self-service.
Transparency And Control
Companies for which transparency in terms of direct access to all elements of their marketing campaigns and their ability to track them in real-time and control all changes made to those campaigns is paramount. In-house self-service digital marketing is the ideal choice. That includes campaign branding, alternative advertising, and social media outsourcing with media buying software. This enables them to make a real-time budget and bid adjustments, targeting and site list optimizations, creative changes, and ad group adjustments in-house to save time and reduce cost.
Professional Media Strategists
Companies without the time, resources, or expertise to handle purchasing programmatic advertising will be better off hiring a service with a fully-managed platform handled by experienced media strategists. They can upload all the data, regularly optimize the system, and send the company regular reports. These are often the best media buyers because all of their activities are based on solid science, accurate algorithms, and the latest demographic information. The only issue some companies have with using a managed service is the potentially high cost. When you meet with them for the first time, be sure to ask: “How much do media buyers charge?” That way, you can get an accurate estimate from their company.
The Future Of Advertising
Programmatic marketing enables companies to target their advertising more efficiently. It eliminates efficiencies, improves accuracy, proper context, timely placement of ads, and real-time digital ad space bidding. Using computers and algorithms, they optimize marketing activities like handling insertion orders, tagging requests, and many other mundane tasks. This has resulted in a steady uptick in the use of programmatic media buying because it automatically considers variables like audience segment profiles and price. Many advertisers believe that while managed service continues to retain some value, programmatic buying software is the future of programmatic display advertising.