While it’s true that programmatic marketing can be an extremely effective and scalable method of connecting with a wider and more targeted audience, it is also arguably one of the most difficult forms of marketing to navigate.
Even media buyers themselves sometimes struggle to give a succinct explanation of programmatic marketing when they are asked about how it works.
The simplest definition one could give of programmatic marketing is automated ad-buying that is targeted to a specific audience.
Seems fairly black and white, right? Not quite! Programmatic marketing and the environment/market within which it operates and functions involves numerous variables. These variables can sometimes make it difficult to navigate supply, choose the best partners, and build out a bidding strategy that is infallible. Whether you’re a novice programmatic marketer, just starting to demystify the world of programmatic advertising or a skillful veteran media buyer, this article will give you an idea of some of the core principles that are key to understanding programmatic marketing.
Programmatic Marketing is no easy slog. It requires patience, creativity and the ability to analyze and understand large amounts of data. It’s crucial that you figure out what your goals will be for your campaign and use these as a reference for any strategic shifts or tactical adjustments you make throughout your campaign.
Some programmatic marketing experts might argue that a broader audience is the way to go at the beginning of any campaign since you don’t necessarily know which audience segment will respond best to your ads, and this is true in some cases. That said, if budget is limited, try testing on a smaller scale and then progressively increasing your spend, as you work out which audience segments are showing the strongest results in terms of click-through rates, conversions, engagement, and so on.
Programmatic marketing can be difficult to navigate at times, particularly when there are so many adjustable parameters for retargeting your audience. That said, you should find that after reinvesting your programmatic budget into the strongest audience segments, the data will eventually speak for itself.
This is hugely important. After setting your goals, you will need to look at demand and supply platforms. If you don’t know which demand-side platform to go with, here are some points to remember:
Now that you have made the decision about which platforms you will use for your programmatic marketing campaign, it’s important not to spend all your money at once. Shop around for the best deals before you go spending your limited finances.
The same can be said when creating a bidding strategy, as there are many different approaches a programmatic marketer can take:
You should try to answer these questions before launching your programmatic marketing strategy.