Programmatic advertising brings a whole new meaning to data-driven marketing, with the ability to expertly target your audience and automatically buy ads they will see. In fact, ninety-three percent of marketers have seen success with this strategy, making it something you want to know more about.
What is programmatic advertising?
In broad strokes, programmatic advertising is the automated buying and selling of ads, based on your maximum bid amount and customer data. However, it’s not limited to just that.
This strategy—and the platforms that offer this service—also provides a single source where you can manage your entire ad campaign arsenal, regardless of what or where you’re advertising. You can also use this strategy on its own or combine with other marketing tactics like geofencing.
“As a data-focused company, our number one priority is always ensuring we can target our custom-pulled audiences and finding new, innovative ways to do so,” said Trey Bryers, Digital Marketing Manager at Randall Reilly. “Utilizing programmatic platforms has allowed us to run effective display, online video, CTV, and audio campaigns for our clients, all while targeting our audiences in a variety of ways.”
Why should I use it?
Programmatic advertising grants companies a huge amount of reach because it supports multiple channels and ad formats, including display, video, social, native ads and more.
For that same reason, it’s also much easier to build data-driven campaigns with this tactic, especially if you already have a wealth of customer and prospect information at your fingertips, whether it’s from one of Randall Reilly’s proprietary data services or your own data.
With many campaigns, optimization is a huge factor in success, and programmatic advertising offers real-time performance insights so adjustments can quickly and easily be made. These changes can be as simple as extending the dates of your campaign to as major as shifting from an image to a video-based ad campaign.
How do I set up a campaign?
There are several different platforms and services you can choose from, but because effectiveness of programmatic advertising relies on customer targeting and data marketing it’s important to choose a growth platform like Randall Reilly or a provider with proprietary data and the ability to execute programmatic effectively..
The right partner will set up the best campaign for your goals and leverage proprietary equipment buyer data to target your custom audience. As the software provides metrics and insights, the campaign can be adjusted as needed.
If you’re interested in ways to automate your ad buying while increasing the effectiveness of your audience targeting, programmatic advertising is the way to go. It provides a more effective and efficient way to reach a large audience.