Programmatic display advertising has taken the world by storm. In 2018, it was reported that up to 85% of all digital media spend went to programmatic display campaigns. Since then, Google has continued to update and buildout their programmatic display platform. With the ability to touch 95% of online users, it’s no surprise why this advertising platform has become so popular.
Programmatic display advertising allows for hyper-targeted advertising to very specific user personas in geo-fenced locations based on their behaviors. All of this means that programmatic display allows you target very specific users saving you money and yielding much higher return on investments.
More traditional methods of advertising, such as TV or Radio, broadcast to people who may or may not be your target audience… but you’re paying for that viewership whether or not that person is a potential client. This alone shows how inefficient such a campaign could be to your bottom line. Programmatic advertising only shows ads based on your specific criteria. Therefore, you’re only paying for an opportunity.
But what is that opportunity? It’s simple, you’re sending advertisements to people actively searching for your product or service who fit the criteria associated with your hyper-targeted user personas. Thus, leading to increased quality leads and a higher return on investment from your ad budget.
Programmatic Display Benefits
Real Time Data & Insights
Programmatic display advertising uses artificial intelligence to bid and purchase ad space in real time. As these ads are served you are also getting real time data insights. This allows for real time optimization of your campaigns allowing you to hyper-target user personas even more accurately. The amount of data collected typically correlates directly to the success of your campaigns.
The greatest asset to programmatic display advertising is your ability to hyper-target user personas. A user persona is a representation of your ideal customer. Using qualitative and quantitative data, these user types can be defined by age, behavior type, location, audience types and much more.
The ability to hyper-target your user personas saves you money and generates a higher quality lead type, thus increasing revenue and creating a much more efficient ad buying strategy for you. Everything in your business is measured and your advertising budget should be no different. Traditional methods of advertising cast a large net that likely includes only a small portion of your targeted persona type. This leads to an increase in spend and a decrease in revenue.
Programmatic display advertising at its most proficient level delivers ads to your target persona and buys ad space in real time. This online platform also allows you the ability to run scripts and algorithms that help monitor and optimize campaigns. This means your campaigns will me monitored and optimized in real time 24/7/365.
Potentially the most advanced aspect of programmatic display is the ability to have contextual campaigns. These campaigns all you to control which ads consumers see, and when. Ideally, if you have a hyper-targeted user persona that fits your ideal customer and they see your ad at the right time, this opportunity generates the highest chance for a conversion. By combining qualitative data with Google’s artificial intelligence, you can be sure your advertising budget is being spent in the most cost-efficient and effective way possible.