Author: Richa Rajput
Digital Marketing Professional
Programmatic ad buying is the hottest Digital Marketing trend that has changed the face of online advertising and media buying but there’s still confusion about what actually it is!
According to a recent estimate by e-marketer, programmatic advertising will hit close to $33 billion this year.
Marketing professionals are constantly trying to get in front of people’s eyeballs and get your brand in their mind so that when they’re ready to make a purchase – to make that conversion you’re looking for – you’re the brand they think about.”
Realizing the keen role played by marketers in building strong brand image of your brand, it is mandatory they spend their crucial time in making branding strategies. There’s no doubt in the fact that the ads that are sold and bought manually, is time consuming and a complicated process.
Programmatic advertising reduces this problem by automating the ad buying process making things hassle free. Now that you have known a little about it let’s go into deep details and explore more!
What Is Programmatic Advertising?
Programmatic Advertising is a marketing automation system that uses artificial intelligence to determine what kinds of ads will run and where they’ll be placed.
How does it work?
The process of programmatic media buying is the algorithmic purchase and sale of advertising space in “real time.” During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system similar to SEM i.e. search engine marketing.
Automating the ad buying process means that it can be done in real time without having to rely on the human touch or any kind of manual tracking.
Why does programmatic advertising matter?
Ad Buying Automation
Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be both, expensive and unreliable.
Programmatic advertising technology on the other hand, promises to make the ad buying system more efficient and cheaper, by removing humans from the process wherever possible.
Programmatic technology allows both marketers and sellers to spend more of their time planning sophisticated, customized campaigns instead of getting bogged down in bargaining.
Simple automated solutions eliminate some of your most time-consuming tasks, thereby reducing the stress placed on marketing departments and freeing up manpower to work on other important branding projects.
Promotes Audience Targeting
Programmatic advertising allows you to precisely target specific types of individuals or demographic niches based on your business goals. By buying ads this way, you are only paying for highly effective ads, delivered to the right people at the right time. After all, it’s all about getting noticed by the right consumers.
Reduced Complexity in Handling Big Data
Programmatic solutions can work with huge and complex data that optimizes your ad spend. That means if you want to run an aggressive campaign targeting a small, well-defined subset of your market, an automated system can handle that for you.
Get Started With Programmatic Advertising
Even though you’re a digital marketing professional who isn’t currently using programmatic advertising, but it’s likely that you soon will be. It’s impossible to tell what portion of advertising is now traded programmatically, but it’s definitely on the rise.
Some companies are already eager to buy as much media as possible through programmatic channels, and some major brands have even built out in-house teams to handle their programmatic ad buying.
At the moment, it’s mainly online ads that are traded programmatically, but increasingly media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.
There’s no escaping the future of programmatic advertising as the benefits to your business are obvious.. If you haven’t already considered it a viable solution for your marketing campaigns, why not give it a try today?