How
does programmatic marketing work?
For
retailers targeting to reach present multichannel consumers with a consistent
communication system like messaging across marketing channels, programmatic
marketing can help. Retail brands are starting to out fit themselves completely
in programmatic marketing. For example, the fashion industry is rapidly
evolving for small boutiques, big wholesale chains, and consumers’ shopping habits
are changing accordingly. Technological developments have made shopping fast
and easy. According to the surveys, more than 95% of retailers are getting
ready to develop their online media platforms significantly.
When
a user enters into the page which is setup for programmatic marketing, the
marketplace for programmatic marketing will put up an auction for willing
companies to bid on putting up ads on this page. This is also known as ad
impression auction.
If
the user entering page falls into a company’s target market, the company is entered
into the auction. Most of all advertisers will compete to get this position,
but only one company can get to win this position. The winning company would be
the one which bids the most money, and their ad will be shown in the page.
Most
importantly this process is automated and take place over few minutes, but
happens in milliseconds. The winner will be determined before the page load for
the user. This happens because companies setup maximum bids ahead of time. They
are able to set an amount which they are planning to pay. The advertisement of
the winning company will appear on the page when it loads. The ad may only make
an impression in the users and it is important because that impression makes them
to click on the ad and make their purchase. It is an easy process that happens
in milliseconds.
Benefits
of Programmatic marketing
· Increase control and transparency
Programmatic
marketing or advertising is providing more control and transparency than
traditional system of advertising. It is transparent for any marketer or
advertiser to work up on. The advertiser can control and change the type of
customers watching and costs which are associated with advertisements in real
time.
·
Real time management
programmatic media purchases or advertising provide
the response in real time and in all quick manner and this is what the seller
or advertiser dreams of. Real-time reporting and accurate data measurement are
an important key to advertising.
· Higher efficiency
Digital advertising can measure how well a campaign
works through out its entire campaign. In this case too, the real time
measurement allows the advertiser to track the campaign and make all possible
adjustments under them if it’s necessary. Real time reporting and proper data
measuring are important key of advertising.
· Global reach
The most important advantage of programmatic marketing is the potential
advertising reach. A large audience are there in the internet which is a high
potential reach. It fully depends on targeting the parameters towards millions
of audiences all around the world.
Author: Harikrishnan H
Keywords
# programmatic marketing
# digital advertising
# marketing strategy
# impression auction
References
2021. [online] Available at:
<https://adverlabs.com/benefits-of-programmatic-marketing/> [Accessed 24
March 2021].
Digilant. 2021. Programmatic:
A Great Fit for Retail Brands - Digilant. [online] Available at: <https://digilant.com/blog/featured-blog/programmatic-a-great-fit-for-retail-brands/>
[Accessed 24 March 2021].
Webfx.com. 2021. What
Is Programmatic Marketing? | WebFX. [online] Available at:
<https://www.webfx.com/internet-marketing/what-is-programmatic-marketing.html#:~:text=Programmatic%20marketing%20describes%20an%20advanced,targeted%2C%20super%2Deffective%20ads.>
[Accessed 24 March 2021].
Very informative content. Article is really helful
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Article is helpful. Good work
ReplyDeleteNice work and helpful content. Programmatic marketing allows retailers to reach audiences across channels with precision. Every piece of information related to a product sale is a piece of the digital-marketing puzzle that tells us where, how, and when to deliver the message that will turn consumers into customers. I understand what is exactly programmatic marketing. Thank you for this information.
ReplyDeleteA big advantage of programmatic advertising is the amount of data that is readily available to an advertiser. In digital marketing, the more data an advertiser has, more personalized the ad is. It results in successful digital ad campaign.
ReplyDeleteWell written Harikrishnan. Beautiful piece of information on Programmatic Marketing.
ReplyDeleteYou have well referred on the benefits of programatic Marketing. However, I wish to add few more benefits of the same to your piece of writing.
1. Set the frequency first.
This is advantageous to the company because it helps you to concentrate ever further on your target market. You should contact them at the exact time that they will be available online.
2. Decide the price
Another advantage of this approach is that you may set your own payment number. You set the maximum bid, much as you would for pay-per-click (PPC) ads.
As a consequence, programmatic marketing is a scalable choice for your company. When someone clicks on your ad, you know how much you want to spend.
3. Relevant impressions
You only pay for relevant impressions of programmatic marketing. You aren't running a large initiative in the hopes of hitting any members of your target market. This approach means that you only obtain experiences that are important to you.
4. Extensive targeting
It's a smart way to advertise so you can find out what type of material your audience reacts to. You'll be able to see which content encourages viewers to click on your ad and which content has a positive impact on your audience.
5. It can be seen with a variety of media.
In several ways, programmatic marketing is adaptable. The opportunity to use programmatic targeting through various mediums is one of the most enticing choices.
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