One of the newest trends in advertising is programmatic advertising. Digiday defines it as: “Programmatic ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.”
Programmatic advertising is taking over the advertising and marketing industries. Here’s why:
The power of programmatic advertising is in its incredible scalability. Programmatic allows marketers and advertisers to reach a vast amount of people all across the Internet through the power of retargeting. The greater the reach, the higher the probability of converting a visitor to a customer, and subsequently a promoter.
#2. Real-Time Flexibility:
Direct ad buys don’t permit adjustments once your purchase has been made. Programmatic ad buys, however, allow advertisers to make changes in real-time, based on impressions and analytics. This allows marketers to double down on the most successful ads and gain more.
With programmatic advertising, marketers can include multiple targeting criteria for a reasonably low price. This helps them reach intended audiences. This is also useful for big data, demographics, interests, and in-market audiences. With data analytics completely reshaping how marketing works, targeting becomes a major strength for marketers.
Because programmatic advertising is so cost-efficient, even a small budget can go a long way, allowing advertisers to make back four to five times what they’ve spent in some cases. For any advertiser, this is one of the biggest advantages that programmatic advertising provides—large returns on a small investment.
Thanks to programmatic advertising, marketers have the potential and opportunity to gain more from less—more returns from a far lesser expense. This is one of many dreams for every marketer.
Want to know more about programmatic advertising and how it can be beneficial for business? Click on the link below to watch a quick video and to download the whitepaper What Is Programmatic Advertising and Why Is It Important?