Why Advertisers Should Use Programmatic

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Having realized attention shift of consumers of product and buyers of services, another method of marketing that is data-driven, cost-effective, 100% controllable, automated and has real-time optimization has to be discovered and adopted, that’s where Programmatic comes in.

Before Programmatic, marketers faced countless frustration reaching their target audience, measuring ROI (return on investment) on marketing ad budget and segmenting ads for the highest conversion.

Programmatic has evolved and has continued to take over the digital advertising world, fueled in large part by advertisers who are enticed by the benefits Programmatic offers, such as the ability to target audiences at scale. As more advertisers discover this amazing marketing method, traditional means of selling will fade into the sands…

Outlined below are key points as to why advertisers prefer Programmatic approach to advertising

DATA DRIVEN

Programmatic is Designed to power data-driven audience buying: Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred powered by Programmatic.

Data as with all addressable advertising data remains the key ingredient to success. in the case of Programmatic branding, the role of data plays starts with the unification of the consumer with all of their devices is the cornerstone to one-on-one marketing.

Benefits of data-driven marketing

The benefits of data-driven marketing and especially data-driven advertising are significant.

More efficient media buying. Data-driven marketing is probably the most advanced in the Programmatic buying sector. By leveraging algorithms and machine learning, ad agencies and marketers are removing a lot of the guesswork from media planning and buying.

Targeting the right consumers. Ad spends and marketing messages are optimized to be shown only to the appropriate targets for the marketing campaign.

Messaging audiences with relevant messages. The age of generic, one-size fits all marketing messages is over. There is still room for these big ideas for some brands, but for most companies, marketing messages must get more granular in order to be relevant enough to resonate with consumers.

Programmatic has the potential of fulfilling the promises of digital marketing – surveys have been published and realised that 64% of respondent considered that the increased efficiency of campaigns is a major benefit of Programmatic while 50% pointed to the ability to optimise and target the audience in real time

Finding a marketing channel that is able to collect information about users, segmentation over the internet and let you place ads specifically for those set of person is golden and that is what Programmatic is known for.

OMINI CHANNEL MARKETING

First of all, The term “omnichannel” may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company online or via mobile app, through a catalogue, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.

Omnichannel Marketing is undergoing rapid and major changes. We’re moving away from the mass, “push”-based marketing, and towards more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use. The effectiveness and ROAS (return on ad spend) of print media, television ads, and batch and blast email campaigns are on the decline.

Unfortunately, when it comes to omnichannel, multi-device marketing, consumers today are way ahead of most marketers. the proliferation of devices has caused heavy fragmentation in consumer attention, and marketers no longer have a reliable reach channel for marketing. consumers consume media on multiple screens for different reasons throughout the day –  has made it increasingly difficult for marketing to deliver the right message at the right time and at the right place

MOBILE FIRST

As technology begins to evolve over again, we will see different changes. with the rapid use of mobile which has changed e-commerce in a fundamental way, companies build platforms focusing on mobile, banks rely on their mobile app and this has disrupted the traditional notion of consumer moment of truth brand decision-making, wherein consumer have immediate access to product information at all times – as well as the ability to interact and comment on brands.

As mobile represents a large proportion of the potential Programmatic audience it is imperative that marketers are able to deliver a compelling experience that is worth a consumer’s attention.

The Programmatic approach to marketing and been around for a while but has been discovered by only a few individuals, it’s our job at Eskimi to preach the good news to businesses and dependent marketers that there is a better and measurable approach to marketing on mobile and the internet.

Read Also: Programmatic Advertising; 7 Top Reasons to Start using It

Programmatic Advertising; 7 Top Reasons to Start using It

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About Author

Oliver is the editor of Tech Guy. He's also an experienced digital media buyer. Currently runs a small business in Nairobi Kenya. Send Me a message olivkips@gmail.com