Cozying up to programmatic advertisingProgrammatic targeting delivers individual-level messaging.
Programmatic is all about targeting.
Programmatic advertising allows sellers to target and reach potential customers in a number of new and exciting ways. eMarketer defines programmatic advertising as the use of technology to automate the buying, selling, or fulfillment of ads. (i) Kirk MacDonald, executive vice president/sales for Digital First Media, adds, “Programmatic buying is the system where digital ad impressions are bought or sold and “optimized in an automated environment.” The key word when thinking about programmatic ad buying is “optimized.”
It’s not just for the big companies.
Once upon a time, only big companies could participate in sophisticated advertising strategies. Luckily, those days are gone. With programmatic advertising, small- and medium-sized businesses can participate, too. One basic factor driving programmatic popularity is that it enables you to find and reach users based on their individual characteristics, behaviors, and affinities regardless of where they are on the Web. This allows you to stretch your advertising budget by targeting ad dollars at those consumers with the highest propensity to purchase your good and services.
Get comfortable with the basics.
Don’t let programmatic advertising intimidate you. We’re here to help you understand the basics.
Audience targeting delivers ads to a particular audience segment.
The broadest programmatic method, audience targeting allows sellers to reach potential customers based on their behavior, intent, demographic profile, and so forth.
Behavioral targeting reaches users based on online activity.
You can now track what pages a person visits online and what products they’ve viewed, allowing you to serve advertising related to the web users’ interests based on previous online behavior.
Contextual targeting targets buyers based on page content.
For example, a sports equipment company might purchase ad inventory on a website geared to sports enthusiasts. This increased the likelihood that their ads will be seen by the right audience.
Cross-device targeting serves potential buyers ads on the devices they use most.
This covers a broad scope of devices and uses. For example, sellers of office products might target buyers on desktop devices because desktop computers are more typically used in work places.
Demographic targeting serves impressions based on a website visitor’s age, gender, or income.
Demographic targeting has been around for quite some time; however, programmatic advertising allows you to execute ad-delivery strategies at a more granular level.
Intent-based targeting looks at online behaviors such as search queries and social media activity.
This form of behavioral targeting looks for why a user might have taken a particular action. For example, is a prospect searching to buy or are they only gathering information? Brand keyword searches, for example, might indicate bottom of the funnel intent.
Location-based targeting involves serving ads to users based on their location.
This form of targeting involves serving ads to users based on their data: IP addresses, Wi-Fi triangulation, and GPS data are the most common ways to geo-target users.
Beacon targeting segments audiences based on real-life, in-store behaviors.
Targeting with beacons is a new, quickly growing subset of location-based targeting. Beacon transmitters placed in retail locations use Bluetooth to pick up and send signals to and from Bluetooth-enabled phones, delivering highly relevant and personalized offers to potential buyers.
Lookalike modeling targets audiences who share similar characteristics or behaviors.
This prospecting tactic targets audiences who share similar characteristics or behaviors with people who visit your website, are on your email lists, or are current customers.
We can help you get with the program.
Now that you know a little more about programmatic advertising, let us help you reach your target audience. We can help you develop an integrated marketing solution that reaches your customers. Contact us today.
(i) eMarketer, Mobile Programmatic Display Ad Spend to Eclipse Desktop as Automation Grows, 2015.
Martin, Software, The ABCs of Programmatic, 2015.
Fisher, Lauren T., “Mobile Programmatic Advertising-Grabbing the Vast Majority of US Display Ad Dollars by 2017.