There has been lot of change for marketers over the years, but one thing remains the same: the desire to connect with people in all the moments that matter. This is why brands spend a great deal of time and resources to gain audience insights. But how do we make sure we are reaching the right people at the right time? This is where programmatic buying technology comes into play.
According to Sean Downey, Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to the real-time signals on an impression-by-impression basis across screens and across channels.
How is it the game changer?
Programmatic unlocks advertising opportunities previously closed off to smaller advertisers who may have previously found the cost of engaging a large media agency prohibitive. According to Nigel Abbott , Smaller and boutique agencies can now offer their clients the same advertising opportunities as those agencies higher up the food chain. This is a huge game changer for smaller agencies who gain a piece of the action, previously the purview of only a few. Smaller agencies can now become full services agencies, gaining a bigger piece of the client pie.
How to implement programmatic buying
- Measure what matters- Recent Google research shows, among other things, that 56.1% of all served ad impressions are not seen. Metrics mean nothing if an ad isn’t seen. A new measurement metric, the viewable impression, now gives marketers better insight into whether people actually saw their ads. And that’s the point, right? If they didn’t see your ad, you’re guaranteed that they didn’t interact with it. Being able to measure programmatic buys based on this metric means that your creative really will have a chance to make an impact.
- Inventory Quality- With programmatic buying, brands have access to vast amounts of inventory, data, and targeting. In fact, eMarketer predicts that 83% of all display buys will be programmatic by 2017. As the numbers rise, inventory quality will become even more of a priority as brands strive to get the content and context right. Significant innovation in areas like verification and fraud detection are helping rectify many longstanding inventory quality issues, and verification solutions will help marketers protect both their brand and budget by ensuring that inventory is placed in only “safe” environments.
- Make mobile and video priority- With consumers constantly connected, marketers face a challenge in reaching and engaging people wherever they are. In fact, according to Mary Meeker’s 2014 Internet Trends report, while 20% of the time is spent on media is within a mobile environment, only 4% of the U.S.’s advertising spend is allocated to mobile. The good news is that the reach of programmatic across screens, channels, and formats makes the opportunity to connect with people, wherever they are, achievable.
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Here are some more articles to read if you want to gain some more knowledge about Programmatic Marketing
Programmatic in 2015 by Bob Arnold
10 things you need to know about Programmatic Buying by Alex Kantrowitz