By OppGen

Why Should Your Brand Consider Programmatic Advertising?

Learn more about the advantages of programmatic advertising

If you are currently running contextual and remarketing display campaigns on Google, you know they can play an important role in lead generation to help your business grow.

Although the Google Display Network provides plenty of placement options for most brands, there’s an opportunity to utilize a more advanced programmatic platforms such as Google Display & Video 360. Unlike the standard Google Display Network, DV360 and other Demand Side Platforms (DSP) allows marketers to access premier website placements that ultimately lead to increased engagement.

Inside Display & Video 360, brands also have the opportunity to target first- and third-party audience lists, as well as interest-based lists for affinity and in market audiences. Data providers such as Acxiom, Experian, Eyeota and many more allow programmatic advertisers to access their ready-made audience lists or submit criteria to potentially create a custom audience that’s most relevant to the advertiser. These audiences aren’t typically available through Google Ads.

If you’re looking to take more control of your data there’s a number of possibilities available. Programmatic gives marketers more flexibility over digital media across various publishers.

Ease Of Media Buying & Premium Inventory

With programmatic marketing, advertisers have the ability to purchase digital media inventory without having to directly reach out to publishers and incur administrative costs of negotiating a deal. This allows brands to target the placements they want and only pay for impressions that they actually receive. This automation makes digital media buying a lot more efficient.

Through open auctions, also known as “real time bidding” premium inventory can be targeted to improve engagement and ensure that the most relevant ads are part of the prospect experience.

Hyper Targeted Audiences

Prospect targeting is an extremely important part of any advertising campaign. With programmatic marketing solutions, advertisers can hone in on their target market by accessing pre-made audience lists through data providers with the ability to get more granular with demographic qualifiers within their campaign setup. Audiences can be targeted based on a number of factors including search terms, geographic location, IP Address and online behavior.

If marketers are unable to identify a list that meets their criteria, they have the ability to directly engage with data providers. A list of audience qualifiers can be submitted to data companies who open these lists  within the respective programmatic platforms to be targeted with ads.

Transparency

Within digital advertising, the concept and inclusion of the middle man widely exists. Many platforms that make it easy for advertisers to upload creative and launch campaigns without much of an understanding of the digital ecosystem keep their share without being too transparent about cost breakdowns.

Understanding categorization of can be extremely valuable for brands. They can identify opportunities to scale and share those with internal or external teams. This level of transparency can also help with future planning and campaign segmentation.

Faster Personalization

Due to the automated nature of programmatic methods, brands are enabled to deliver personalized experiences & messages to their audience based on real-time data. With programmatic advertising, you can have the foresight to optimize a campaign faster than the standard digital advertising model where the approach is much more reactive than proactive.

Improved Tracking Capabilities

Transparency is not only a cost value proposition but also a user tracking advantage for programmatic advertising as well. With a programmatic method in place, brands can track where an ad is shown, what level of engagement each ad size receives and what opportunities exist to reallocate budget in the right areas.

It’s difficult to predict what advertising will look like in the next several years, but it looks like programmatic is here to stay. Since 2013, programmatic has been growing in popularity year-over-year and is expected to reach a whopping $37 billion in 2019 worldwide. Our team believes in a multi-channel approach to make sure your campaigns are a success. When a campaign involves running both display and video ads through programmatic ad technology, we can help brands build an integrated view of their customers and show true return on investment.