With the ability to upload first-party data, optimize campaigns in real-time, and reduce wasted ad spend, it’s not hard to see why more and more marketers are taking advantage of programmatic advertising strategies. But in case you needed five more reasons to make the shift yourself, here’s why we, and our customers, love programmatic. (And Choozle, specifically, but we may be a bit biased here.)
1. Marketers are put back in the driver’s seat
A traditional media buy goes like this: Ad placements are bought and sold by an ad buyer, the ad buyer strikes a deal with a publisher, and then the publisher places the ad online. While it can be neatly summed up in one sentence, the process itself is done over the course of multiple days, with various people from different companies involved. It’s lengthy, complex, and prone to human error and double-dealing.
Programmatic restores control to marketers. Whereas in the traditional media buying model marketers run the risk of overpaying for ad placements or losing money to middlemen who are less-than-transparent about their margins, programmatic auctions are cost-efficient and take place in real-time with inventory being bought and sold on a per-impression basis.
And when you don’t have to deal with insertion orders and back-and-forths between vendors, you can use your time and energy to focus on strategy and optimization.
2. Fine-tuning your messaging & strategy based on the audience is a cinch
Programmatic takes the guesswork out of online advertising so that we don’t need to rely on assumptions when planning a campaign strategy. With faster, better reporting, you can gain more insights into your target audience and immediately see what’s working and what’s not in a campaign and adjust accordingly. The data is better organized to tell a story and help marketers make audience connections.
After you’ve gathered enough data, you can create different segments of customers with shared qualities, interests, and demographics and then change the creative and story depending on the audience you’re targeting.
3. All of the different targeting options & data
From re-engaging website traffic and finding users based on individual characteristics to targeting URLs based on the keywords that appear within website pages, there’s endless data and many targeting options at the marketer’s disposal. All that customer data you’ve been gathering for years through things like purchase history, website traffic, newsletter sign-ups, and so on? Yup, you can bring that online and put it to work in your targeting strategy, too.
It may sound cliche, but the ability to reach the right audience at the right time is made possible with programmatic. With more in-depth data, targeting becomes incredibly sophisticated and precise. The level of granularity afforded by programmatic audience targeting is simply unmatched when compared to traditional forms of advertising.
4. It’s much easier to make budget changes on the fly
As we witnessed at the start of the coronavirus outbreak, things can change quickly without much warning. Consumer behavior all over the country practically changed overnight in response to safety guidelines and stay-at-home orders, pushing marketers to act fast to adapt their marketing messaging and strategies.
For example, in the era of COVID-19, location-based targeting strategies geofencing and geoframing wouldn’t be as effective in a digital marketing campaign (unless you’re tapping the latter for historical data).
In this case, a marketer using either one of these strategies could quickly shift budgets and pivot toward a targeting strategy that makes sense to leverage in the context of what’s happening today, like connected TV–which, by the way, is currently having a heyday.
Programmatic advertising strategies help marketers and advertisers stay nimble. There’s greater room for externalities so you and your team can overcome the dreaded rapid fire-drill mode and react faster.