Many people have a negative impression of the pragmatic advertising industry because they believe it is too tricky, too laden with jargon, and has too many acronyms. The latter two may be accurate, but it doesn’t mean learning about pragmatic advertising has to be complicated.
Programmatic advertising, in a nutshell, is the automated, real-time purchasing of internet ad space to target the appropriate audience at the appropriate moment. There is no longer a need for time-consuming manual operations, giving marketers more significant opportunities to focus on improving the effectiveness of their pragmatic advertising. Read on to learn more about programmatic advertising and why it should be a part of your media strategy.
- It’s effective for both low and high-budget companies.
Firstly, it’s important to dispel the misconception that you need unlimited bags of cash to start with pragmatic advertising before discussing all the strange and wondrous things businesses can do. More may be accomplished with the same amount of resources required for other advertising endeavours thanks to programmatic purchasing that occurs in real-time and is targeted to a specific audience. There will be a method for you even if you don’t have a large budget to work with.
- The scope of these programs is enormous.
No one has stated, “I don’t want to reach as many of my target audience as possible.” The most effective means of advertising are those that can effectively communicate with many people. This is made possible through pragmatic advertising. Programmatic advertising allows you to reach your target audience no matter where they are through the purchase of ad space on a massive scale across several websites (almost).
- You are in charge.
Programmatic advertising has several advantages, but one of the most significant is that it allows advertisers to halt and adjust campaigns in progress. From a performance standpoint, it enables adjustments to prioritise the highest-performing audiences, websites, time of day, etc., to increase outcomes constantly. Also, it provides a quick and easy way for brands to avoid further financial loss should they experience a website outage and have to inform their audience that they have reached a dead end. It’s like something out of a fantasy.
- You may use unique presentation formats to promote your business.
The days of programmatic exclusively referring to click-focused banner advertising are over. Interactive digital creative units, in-built maps, and stunning online takeover formats are just a few ways modern businesses may communicate with their target audiences with the help of pragmatic advertising, all of which can be purchased and provided in real-time on an individual user basis.
- There is almost no limit to the number of target groups that may be created.
Looking for a gift for your significant other’s birthday only to be followed by ads for the same item you were looking at? Indeed, everyone can all relate to that feeling. While retargeting may be an essential aspect of a brand’s programmatic strategy, it is only one of several targeting methods available to businesses. These can be a little sophisticated, like contextual targeting, where the ad appears alongside relevant content, or a little less sophisticated but still practical, like not using cookies and instead using data from sources like Mastercard, real-time and historical geo-location data, email data, Amazon purchase data, or household data.
- Synchronising your programming with DOOH is possible (digital out-of-home billboards)
Imagine this: it’s almost noon, and you’re taking a stroll. As you go by, your eyes are drawn to a billboard promoting what seems to be a delicious burger (my apologies to vegetarians). You keep walking and pull your phone to look at the forecast. Once you launch the app, there’s the burger once again. You finally give in to the lure of the Golden Arches. The DOOH/programmatic sync you just observed lets you capture viewers as they approach your OOH advertising and retarget them on their mobile devices. It is a straightforward method for boosting message frequency and maximising influence on the target population.
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