Programmatic Advertising in Digital Marketing
Digital Ritesh
Programmatic advertising automates the decision-making process of where ads are placed, using artificial intelligence and real-time bidding for online display, mobile, and video campaigns.
It’s a method to resolve the highly fragmented industry that advertising had become and to maximize the return on investment (ROI) in an ad budget.
Programmatic advertising can hit the right audience at the right time to drive higher-quality leads for brands.
It is not clear whether the push for dynamic and personalized advertising came about as a result of the major shift to programmatic media buying or whether these two simply happened at the same time.
Brands have adopted programmatic platforms because of the cost and process efficiencies that these platforms have brought.
Personalized advertising allows brands to be relevant while retaining the scale that programmatic buying platforms provide.
By utilizing dynamic ads which ensure that the right messaging and content are delivered to individuals, higher engagement can be gained without any significant loss in scale or increase in costs.
As they tap into personalized advertising, many brands have started to think of display advertising as more of a publishing model than a campaign model.
In other words, instead of thinking in terms of successive campaign cycles, they think in terms of evergreen media on programmatic platforms within which they can deliver specific messaging to their audience, customized very specifically to audience needs.
This style of campaign execution allows brands to execute at the moment messaging, as they are already in the market with a campaign and simply have to change the messaging in their advertisements without having to go through the whole cycle of campaign planning and launch, which may often take so much time that the moment may have passed.
A brand can dynamically alter just components of the ad related to the offer while the campaign is still in flight.
Using programmatic buying platforms, brands can now execute annual buys that give them the benefit of pricing and also give them the flexibility of launching messaging and creative changes into that same media.
Dynamic advertising technology enables such media buys to be used throughout the year for various campaigns, special offers, and new product launches without having to go through the whole process each time.
One of the emerging models in programmatic media buying that could prove to bring about even greater media efficiencies using data is triggering the media buy using external data signals.
For example, an allergy medication campaign could be set up with programmatic bid pricing but be activated and run only when pollen counts are high or when air quality is low.
Other examples would be activating a campaign for emergency supplies when a hurricane or storm warning is activated and activating a campaign for warm drinks when the temperature drops.
Programmatic media buying has had a profound impact on the advertising industry and presents tremendous price and scale efficiencies but perhaps at a cost in terms of engagement and relevance to a brand's audience.
Personalized advertising can help brands retain the scale and price efficiencies while increasing relevance.
It also allows marketers to spend more time on messaging and communication and less time trying to find that magical creative concept that will strike everyone.
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