According to emarketer: ‘By 2021, US digital display advertisers will invest nearly $80 billion in programmatic advertising.’
This is a staggering amount spent on this popular digital marketing platform. But programmatic marketing deserves it. Apart from faster reporting time and endless data insights, it has a lot more to offer. And these benefits are not just limited to the advertisers, everyone involved in the automated media buying and selling process gets their share of benefits.
Basically, programmatic display advertising uses advanced software to automate the process of buying and selling ads. Needless to say, the process becomes much faster, transparent, and effective. It has the approach, range, and reach that all marketers need for the success of their ad campaigns.
Let’s discuss why Programmatic media buying is considered the next big thing in the world of digital marketing.
6 Benefits of Programmatic Advertising
- Real-time analysis
Every marketer dreams to measure the impact of its advertising campaign to judge its effectiveness so that it can be further optimized to bring out maximum results. With traditional advertising, it wasn’t possible. But with programmatic advertising, it is now possible to gather and analyze data of the campaign as soon as it is launched. Marketers can make amendments and improvements to the campaign based on the collected data.
- Flexible approach
Programmatic advertising has brought flexibility in the overall process of online marketing. Previously, advertising was a manual process and it wasn’t possible to bring changes in the campaign once it was started. The real-time data in programmatic advertising allows for changes in the campaign to make it fully optimized and has enabled advertisers to optimize their ad campaigns once they start running.
- Advanced targeting strategies
Programmatic’s ability to target the right audience is truly unmatched. The DSPs use large amounts of data to eliminate all the assumptions involved in traditional ad campaigns.
You can perform geo-mapping to locate your visitors and also choose what time(s) of day you want your ads to be seen, targeting users based on their interests, browsing behavior, location, and browsing history.
- Better ROI
Programmatic ads’ robust targeting allows you to create a more effective campaign even with a smaller budget. More specific targeting capabilities translate to fewer wasted clicks and impressions since less money is being spent on putting ads in front of the irrelevant audience.
Compared to traditional means of buying digital ad space, such as negotiating directly with publishers, programmatic marketing is much cost-effective. Publishers who are struggling to sell their ad inventory directly since they are holding a ton of online ad space put it up for auction, and as a result, prices are much lower.
- Provides Omnichannel Approach
Programmatic advertising’s omnichannel concept is what makes this technology desirable in 2021. Since customers are spending their time online on multiple channels, advertisers should have the ability to show their ads wherever their audiences are.
However, the benefits of programmatic work not only for the advertisers but for the publishers as well. Publishers get the right amount for their ad inventory via the winning auction bids and they get to decide which ad to be shown on their site.
On the other hand, advertisers get to address customers on devices such as smartphones, tablets, desktops, and even TV at the same time, which helps them to coordinate campaigns on various devices, and know where the users are the most interactive with the ads.
- Advanced tracking capabilities
Another major advantage of programmatic media buying is that advertisers can track those audiences who have seen their ads with the help of cookies. These tracking capabilities allow you to find out the value of each conversion you’ve got from those who’ve viewed or clicked on your ads.
Before programmatic ads, acquiring this kind of data was almost impossible for marketers. If a user viewed your ads in the past and came back to your site after a month of viewing that ad to buy something, you can observe that user’s behavior on your site using cookies and find out what convinced the user to purchase from your site.
It’s already 2021 and if you haven’t switched to programmatic advertising, then here is why you should now. Programmatic advertising has completely transformed the way online inventory is bought and sold. Undoubtedly, the majority of online ads will be bought and sold programmatically in the future. It’s time to adopt programmatic marketing to make your and your client’s campaigns more effective and target-oriented.
Contact us today for your programmatic advertising needs!
