Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces.
While there are those who are not too sure about programmatic, it is by all means here to stay. Here are 7 reasons why you should start using Programmatic Advertising.
1. Highly targeted
For any business, It’s of the utmost importance to find the right people to buy your products or services. programmatic ad buying allows you to create specific messages to certain segments of people across various media devices in real-time.
When you can have highly targeted messaging to specific groups of users, at specific locations and at specific times this will indeed lessen the amount of wasted media your company/agency puts out there.
While not 100% automated, buying programmatic ads is based primarily off of variables that you choose to set within a particular algorithm. These variables include: how much to spend on each ad, the platforms for your advertising, and the amount of individual buys you plan to create within a set period of time. Once you have set up the algorithm, begin your campaign and don’t worry about it. While there is some human tinkering with your programmatic campaign, the day-to-day labor will be handled by automated technology based off of your algorithmic parameters.
4. New Platform to find Customers
You will of course find the right audience for your product ads on websites that speak about what you sell, but users are not just one-trick-ponies, they have varied interests. And with programmatic ad buying you will be able to find an audience for your product/service on sites that may, on the surface, not seem to make sense. Interacting with potential customers outside of the traditional website channels may just be the leg up you have been looking for to separate yourself from your competitors.
Due to programmatic technology, the ad buying marketplace has become much fairer and more transparent for media buyers in regard to an overall pricing model.
6. Better Cost
Because there is less labor needed in purchasing within the programmatic ads process, overall costs are reduced substantially.
7. Programmatic advertising is Here to Stay.
According to eMarketer, 55 percent of the ad buys in the U.S. were programmatic in 2015. Programmatic display is expected to grow by 37 percent this year predicts eMarketer, with an increase in overall spending from $14.88 billion (2015) to $20.41 billion (2016) in the United States.
In Kenya, or rather Africa, big brands Including Safaricom, KCB, Coca Cola, MTN and P&G are already using Eskimi.