I think programmatic buying in all its forms is necessary for the future of online advertising. It will underpin growth in all message formats.”
Vikram Somaya, V.P. of Global Operations and Audience
Programmatic advertising is a buzzword in the world of marketing. Businesses have found it relevant and compelling to reach an audience by building brand recognition.
Let’s understand the significance of programmatic advertising in 2022.
Programmatic Advertising in 2022
Programmatic advertising is highly advantageous in terms of brand recognition, credibility, connections with customers, and standing out from other competitors. One of the most beneficial parts of implementing programmatic advertising is that both large-scale and small-scale businesses
can take advantage of it.
Benefits of Programmatic Advertising
Here are the numerous benefits of programmatic advertising that businesses are experiencing and achieving their business objectives.
Applicable for All-size Businesses
It is a myth that you need abundant money to implement programmatic advertising. The plus point is that you get actual audience-focused buying, which leads to less wastage and much better utilization of your investment.
Reach beyond Target Audience
It allows you to reach beyond your target audience. You get access to ads across unlimited sites, thus opening up space to find your audience wherever they exist.
There is a high possibility that your competitors might already be following and talking to your customers. In addition, businesses benefit from this type of digital buying. Hence, it's essential to keep a brand active and in trend to compete in the programmatic space.
Heightened Transparency and Control
By implementing programmatic advertising, you can have access to detailed information about the sites your advertisements are reaching, the types of customers who are experiencing your ads, the cost of the campaign, and so on.
Every business requires real-time measurement to enhance its marketing approach. Programmatic advertising enables companies to analyze the creative, campaigns, or overall targeting performance. As a result, you can evaluate your marketing approach and strategize
by comprehending the loopholes.
Decrease A.D. Frauds
There are many cases when buyers trick others into paying for ads but don't provide the digital space. It usually happens when scammers buy cheap space and portray it as premium space. Unfortunately, marketers find it relevant and get stuck in this ado. Programmatic advertising makes this process easy and transparent to avoid such fraud.
Adopt Creative Ad Format
There was a time when marketers had no option but to follow only click-focused banners. The brand can easily attract the audience by creating highly creative designs. Implementing a variety of innovative designs allows businesses to receive quality leads.
Key Points: Programmatic Advertising
There are some challenges that marketers are facing while implementing programmatic advertising.
Scammers sell standard digital space as a premium ad and easily attract marketers. Marketers fall prey when they look at their ads and instantly invest in them.
Programmatic advertising is an ad technology. It creates different technical issues, such as design format, tags, and content length.
One of the biggest challenges in programmatic advertising is targeting. It requires an immense investment in integration and filtering to focus on data compliance.
You can buy the space for your ads in programmatic advertising, but it is misleading as you cannot determine if the intended audience has viewed them.
Some service providers are guilty of using low-quality content with the core media, and they hope that the brand will not find out if their ads are appearing on the desired platform.
Advertisers must create ads in different formats, such as desktop, tablet, and mobile displays. The ad’s content needs to be as per the design format to make it impactful. That is why it is a tedious process and is also challenging.
Asus, one of the most popular computer and phone hardware and electronics companies, has executed programmatic advertising. It has a low market share; therefore, the brand conducted programmatic advertising to grab the audience's attention.
By utilising OCMPID, they unified real-time data to convey feedback in real time. They segmented the audience according to price range, buying habits, age, requirements, and so on. With the help of a real-time programmatic approach, ASUS enhanced its sales by more than one million in less than one year.
We are, as an industry, heading in that direction, and it's a fascinating one. When programmatic merges with native and is fuelled by data and a transparent, objective framework, everyone wins.”
John Battelle, founder, and executive chairman, Federated Media via DigiDay
There are innumerable advantages to implementing programmatic advertising. Implement programmatic advertising in your marketing strategy to accomplish business objectives.
Frequently Asked Questions
What is programmatic advertising?
Programmatic advertising is a data-driven strategy for buying or selling digital media to reach potential customers.
Which is the best programmatic advertising platform?
TubeMogul, Simpli.fi, MediaMath, Pubmatic are the prominent programmatic advertising platforms that help accomplish your business outcomes.
What are the programmatic advertising tools?
DoubleClick, Outbrain, Choozle, AdReady, Centro are beneficial programmatic advertising tools that different businesses utilize.