Why is programmatic buying quickly becoming one of the essential components of every modern marketer’s digital strategy? This article will look at some of the key advantages to integrating Programmatic Buying into your digital strategy, and share some useful tips to help you get the most out of your campaigns. There are several ingredients that will set you up for a successful programmatic buying campaign: the right technology, the right people, excellent content and creative, and top-of-the-funnel optimization.
Programmatic buying involves acquiring remnant inventory, as opposed to premium inventory. This means that the cost per impression (CPM) is significantly lower than when you purchase premium inventory from a publisher. This will likely have a positive impact on your ROI, even if some of the views and impressions do not reach the consumer.
Programmatic buying works by using automated technology, which improves the efficiency and performance of your campaign. This means you can gather and analyze the data more efficiently, and draw on your insights to improve the performance of the campaign.
With programmatic buying, it is easier to segment your audience into marketing lists, making it easier to target the right audience, in the right context, and at the right time.
Programmatic buying provides the advertiser with more transparency on the remnant inventory they are purchasing, which gives advertisers peace of mind knowing that their brand image is intact.
Advertisers can more effectively track where an ad is shown, what level of engagement it receives, and use this data to reinvest budget in the right areas. With more effective and accurate tracking abilities you can allocate a smaller portion of your budget and still yield valuable insights and analytics.
With programmatic buying, the advertiser will waste no time in launching a campaign. The automated nature of programmatic buying means audiences and advertisers can connect across any device, at any time, and in any place – all in a fraction of a second.
Programmatic buying allows the advertiser to buy directly from the source, instead of going through agencies, which has made the entire ad-buying process more streamlined. This means less time spent negotiating the right price point, saving advertisers time and money.
As the system of programmatic advertising becomes more and more popular, so too does the quality of the inventory offered by publishers. While there was certainly some initial hesitation from advertisers to adopt the programmatic approach, programmatic buying has made its mark, with many publishers now participating in real-time bidding.
Publishers are excited about programmatic buying, as it offers them a huge opportunity to promote their ad space. By capitalizing on the value of programmatic, some publishers have achieved critical mass on their inventory, whereas others are still behind the eight ball. By taking advantage of real-time bidding campaigns, publishers have been able to achieve stronger metrics, such as cost per impression (CPM).
Advertisers around the world, particularly major brands, see the value in programmatic buying. Using programmatic means that advertisers can more effectively reach their audience. As the technology improves, we will see improvement in the accuracy and precision of the audience targeting. This means that the leads captured will be of a higher quality, pushing the CPC down and improving ROI.