7 Reasons Why You Should Run A Programmatic Advertising Campaign
Programmatic advertising campaigns are booming, both in the number of businesses starting up campaigns as well as the success in terms of delivering return on investment. In this article, we take a look at 7 reasons why you should start running programmatic advertising campaigns for your business.
1. Automation and agility in the process
Programmatic advertising allows you to manage campaigns quickly and efficiently. This type of advertising eliminates intermediaries from the process of buying and selling advertising space. The ads are published automatically according to the settings you manage for your digital advertising campaign. You just have to decide the following: –
- The duration of the campaign
- The media in which you want your ad to appear
- Your budget
2. Transparency and control
Programmatic is transparent and allows you to know all the data of the advertising campaign from the moment the action is launched until it ends. You can know the exact data that is important to know such as: –
- The web pages and media where the ads have appeared
- The banners that have generated the most clicks
- Identifying the return on advertising investment
- Identifying the conversion rate
- And more
3. Real-time measurement
With programmatic advertising, you can assess in real time, which has huge benefits. You can quickly establish: –
- Does the campaign work?
- Is there any data that can be modified to implement your scope?
Programmatic is measurable and quantifiable in real time. For this reason, at any time you will be able to know the performance of your campaign, and, in addition, you will be able to manage the changes and improvements to achieve a greater reach and optimization of your ads. It is not necessary for the campaign to end before you know the results!
Knowing who we want to target with an advertising campaign is essential. Focusing the speech and making it reach potential customers is achieved with segmentation. In fact, the programmatic ad and process offers a wide range of customization options including:
- By gender
- And more
Focusing the impact of your ad for your specific audience in a geolocated way is essential to reach your target audience. Impacting your message with ads where you target potential customers who are in a certain geographical area that you have defined ensures you get the best ROI (Return On Investment). You can target your specific customer demographics at national, regional or local level.
5. Return on investment
Programmatic advertising uses the pay-per-impression method (CPM: cost per thousand impressions). And every time a user visits a website or app, their advertising space is automatically auctioned. This happens millions of times a second with thousands of companies prepared to place their bids and get their advertising displayed thanks to platforms such as ONiAd, which allow these auctions to be set up and managed so that the advertiser shows their ads to the target audience. In this way, the ads will appear before your potential customers, on the websites you decide and in the selected range of hours. It is the sum of efficiency and effectiveness that makes the investment made in advertising profitable.
6. Positioning and scope
Another benefit of this type of advertising is its wide audience reach. On the Internet there are more than 4 million people connected daily and among all those users are your potential customers. The good thing about advertising online is the possibility of placing a brand, product or service in the minds of consumers. To do this, one of the most used resources is retargeting, which consists of re-impacting those users who have already visited your website through personalized messages and ads.
7. Adaptability to devices
Finally, programmatic advertising has a responsive design, so that the ads will adapt to different devices. Customers are on all platforms and web pages. Therefore, adapting the designs and advertising banners to the different browsing options is essential. Your ad must be optimally visible on a mobile, computer or tablet.
Programmatic advertising growth
In the midst of the digital revolution in which the capture and acquisition of users occurs through digital media such as Internet advertising, 70% of this corresponds to programmatic purchase, according to the report on Investment in Digital Media published by IAB.
In this sense, spending on programmatic advertising in the year 2021, according to Statista, was more than 150,000 million dollars and this industry doubles in size every 4 years, expecting it to grow at 35% per year until the year 2025. This makes programmatic advertising in one of the most active and lucrative industries on the entire internet.
Despite having more advertising tools and being able to reach different audiences, it is increasingly difficult and expensive for companies to get qualified traffic. Due to the exponential growth of CPC’s within Google Ads and the high level of competition in the SEO environment, the more mature markets must look for alternatives to pull techniques.
It is anticipated that programmatic advertising will continue to increase in the US and estimates show that 66% of advertisers will invest in it in the coming months and the key reason for the increase is the proven ROI.
We are living in the most lucrative times for advertising that there has ever been in history. Programmatic advertising is now proven to work. However, it is only at the start of its performance and results will only increase for those businesses that take the plunge into this most lucrative field of advertising.